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Digital Expos as a Marketing Tool
There are important differences that distinguish virtual expos from physical events. Because of recent lockdowns and travel restrictions many companies have moved their events and sales meetings online. Alternative methods are being tested, and the future is promising for digital event companies.
Digital Events offer cost and speed advantage
Virtual Demo Spaces are events that allow businesses to go beyond traditional marketing and connect with their target audience directly. They serve as a marketing channel where participants come together to increase sales and brand awareness, to provide product training, and to showcase new products. This need has resulted in thousands of companies from various parts of the world traveling to meet in the same city every year while they spend a significant part of their marketing budget on sub-budget items such as product transportation, expo stand set up and accommodation.
We consider these expenses a natural part of a marketing budget. Are there better places where this money could be spent? The need to reduce the cost of attening trade shows has been recognized for at least a decade, and has been sped up since the 2020 pandemic, which has disrupted the traditional expo organization and individual meeting environment.
Since the beginning of 2020 we have co-organized, joined, and examined various digital events. We have conducted surveys with participant companies to measure success and failure points. According to our research %86 of companies are in favor of investing money in digital events if they can see the benefits. Unfortunately, the biggest obstacle is determining what the investment size needs to be for the not always immediately apparent benefits. In order to answer this question we need to have a baseline, and we'll visit two opposing segments to establish it. Social Media and Trade shows.We often compare digital exhibitions to conventional trade shows. The data suggests many companies are looking for a comparable ROI (return of investment) when they consider investing in a digital exhibition. Unfortunately, this is where the data gets confusing. According to an Expo365 survey, only %14 of the companies are willing to spend as much as they spend on traditional trade shows as they do on digital exhibitions.
We consider these expenses a natural part of a marketing budget. Are there better places where this money could be spent? The need to reduce the cost of attening trade shows has been recognized for at least a decade, and has been sped up since the 2020 pandemic, which has disrupted the traditional expo organization and individual meeting environment.
Since the beginning of 2020 we have co-organized, joined, and examined various digital events. We have conducted surveys with participant companies to measure success and failure points. According to our research %86 of companies are in favor of investing money in digital events if they can see the benefits. Unfortunately, the biggest obstacle is determining what the investment size needs to be for the not always immediately apparent benefits. In order to answer this question we need to have a baseline, and we'll visit two opposing segments to establish it. Social Media and Trade shows.We often compare digital exhibitions to conventional trade shows. The data suggests many companies are looking for a comparable ROI (return of investment) when they consider investing in a digital exhibition. Unfortunately, this is where the data gets confusing. According to an Expo365 survey, only %14 of the companies are willing to spend as much as they spend on traditional trade shows as they do on digital exhibitions.
86%
Companies are Ready to Invest in Digital Events
57%
Firms previously allocated a budget for digital events
14%
Companies are ready to allocate as much or more budget for digital events as spent on physical expos
We have compiled frequently asked questions about digital marketing and the virtual expo format below so that companies on Expo365 platform can maximize their value. You can attend the webinars we organize to get more information on this subject, or you can contact your corporate sales representative to get consultancy service.
We have compiled frequently asked questions about digital marketing and the virtual expo format below so that companies on Expo365 platform can maximize their value. You can attend the webinars we organize to get more information on this subject, or you can contact your corporate sales representative to get consultancy service.
What are the similarities and differences between physical and virtual expos?
— Time Instead of Square Meter: Since digital exhibitions do not provide actual space, the strategy of purchasing bigger show area to attract more attention doesn't directly translate. Instead, the real currency of digital exhibitions is time. The more you invest, the more time you can spend with your audience and deliver them a memorable show. The shortest time we offer is 30 minutes, and up to 8 hours taken in 4 hour blocks.
Content instead of an Expo Stand: Since digital exhibitions don't require physical booths, all the money you would have spent on construction is reserved for creating high-quality content at digital events. This content is delivered in different stages. It starts with social media advertisement, followed by targeted e-newsletter to participating audience, satellite events to create anticipation for your main event show, and major screen time to deliver your home run at the digital exhibition. This can be in the format of company and product presentations, expert talks, workshops, training sessions, customer interviews and Q&A sessions. We have promotional opportunities available like social media campaigns before and after the event, promotion in our e newsletter, and side sponsorships.
Product Demonstration: The major advantage of trade shows is the ability to present products and let visitors experience them in person. Digital exhibitions can't create the effect of direct experience on screen, but there are other solutions available. When digital content is not enough, we offer a hybrid alternative which makes physical demonstrations possible by:
A. When the demo product is inexpensive and deliverable, we arrange the shipment and collection of the demo boxes to the select potential buyers.
B. We arrange on location demo days for a limited number of potential buyers in select locations.
C. Starting from 2022, we are working on providing a real trade show space to participants at a different date than the digital edition.
Digital Marketing Tools Instead of Catalogs: An advantage of digital exhibitions over traditional trade shows is better collection of data and measurability. We encourage all participants to invest in digital marketing tools, CRM systems, and adapt their website to work in conjunction with their digital events. We offer premium consultancy services for all participants that need assistance with event based digital marketing.
High Definition Video Instead of Travel Expenses: While companies drop items like airfare and accommodation fees from their budget, there are different expenses involved with achieving satisfactory B2B meetings. Consider investing in a high resolution 4K web camera, headphones, and depending on the room you are in, pocket video lights to create a better experience for your potential customers and employees. A high-speed internet connection is also essential. Any content you create including factory visits and interview should be produced on professional equipment.
Content instead of an Expo Stand: Since digital exhibitions don't require physical booths, all the money you would have spent on construction is reserved for creating high-quality content at digital events. This content is delivered in different stages. It starts with social media advertisement, followed by targeted e-newsletter to participating audience, satellite events to create anticipation for your main event show, and major screen time to deliver your home run at the digital exhibition. This can be in the format of company and product presentations, expert talks, workshops, training sessions, customer interviews and Q&A sessions. We have promotional opportunities available like social media campaigns before and after the event, promotion in our e newsletter, and side sponsorships.
Product Demonstration: The major advantage of trade shows is the ability to present products and let visitors experience them in person. Digital exhibitions can't create the effect of direct experience on screen, but there are other solutions available. When digital content is not enough, we offer a hybrid alternative which makes physical demonstrations possible by:
A. When the demo product is inexpensive and deliverable, we arrange the shipment and collection of the demo boxes to the select potential buyers.
B. We arrange on location demo days for a limited number of potential buyers in select locations.
C. Starting from 2022, we are working on providing a real trade show space to participants at a different date than the digital edition.
Digital Marketing Tools Instead of Catalogs: An advantage of digital exhibitions over traditional trade shows is better collection of data and measurability. We encourage all participants to invest in digital marketing tools, CRM systems, and adapt their website to work in conjunction with their digital events. We offer premium consultancy services for all participants that need assistance with event based digital marketing.
High Definition Video Instead of Travel Expenses: While companies drop items like airfare and accommodation fees from their budget, there are different expenses involved with achieving satisfactory B2B meetings. Consider investing in a high resolution 4K web camera, headphones, and depending on the room you are in, pocket video lights to create a better experience for your potential customers and employees. A high-speed internet connection is also essential. Any content you create including factory visits and interview should be produced on professional equipment.