How do you leverage digital tools and platforms to pivot your trade show strategy during a crisis?

2 Choose the right digital platform

If you opt for a virtual trade show, you need to find a suitable digital platform that can deliver a seamless and engaging experience for your attendees and exhibitors. There are many options available, from webinars and live streams to 3D simulations and interactive games. You need to consider the features, functionality, and compatibility of each platform, as well as the technical support and security they offer. You also need to test the platform before the event and provide clear instructions and guidance to your audience.

3 Create compelling content and design

A virtual trade show requires more than just replicating your physical booth online. You need to create content and design that can capture and retain the attention of your online visitors, who may have shorter attention spans and more distractions. You need to use a mix of formats, such as videos, podcasts, infographics, and e-books, that can showcase your products or services, tell your story, and educate your audience. You also need to use visuals, colors, and fonts that can reflect your brand identity and personality.

4 Engage and interact with your audience

One of the main challenges of a virtual trade show is to create a sense of connection and community among your attendees and exhibitors. You need to use digital tools and platforms that can facilitate engagement and interaction, such as chats, polls, surveys, Q&A sessions, and social media. You need to encourage feedback, questions, and comments from your audience, and respond promptly and professionally. You also need to offer incentives, such as discounts, free trials, or giveaways, that can motivate your audience to take action.

5 Follow up and measure your results

A virtual trade show does not end when the event is over. You need to follow up with your leads and prospects, and nurture them until they are ready to buy. You need to use email marketing, CRM software, and social media to keep in touch with your audience, provide value, and build trust. You also need to measure your results and evaluate your performance. You need to use analytics tools and platforms that can track and report on your key metrics, such as attendance, engagement, conversion, and ROI.

6 Learn and improve for the future

A virtual trade show is a learning opportunity for your business. You need to collect feedback and insights from your audience, exhibitors, and partners, and use them to improve your future trade show strategy. You need to identify what worked well and what did not, and make adjustments accordingly. You also need to stay updated on the latest trends and innovations in the trade show industry, and explore new ways to leverage digital tools and platforms to enhance your trade show experience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?