5 Common Challenges With Virtual Trade Shows

By: Liz Chrostowski

Just like in-person shows, virtual shows come with certain challenges. Whether you’re a big or small supplier, there are ways to enhance your experience, make the most of your time and yield the best results.

1. Suppliers want the live video interaction that platforms provide, but many distributor attendees are camera shy and prefer typed chat.
Embrace how these prospects prefer to communicate and have information ready to copy and paste into chats. This will help with immediate responses, keep distributors engaged in typed chats and show your company is eager to do business.

2. Suppliers want all attendee contact info, including mailing address.
Relying on these addresses for outreach may prove costly and troublesome. Some addresses are temporary until businesses fully reopen, making your database out of date within a few months. Other people may only stop at their office intermittently for mail or packages, delaying when they receive your communications. Confirm mailing addresses before you send anything to avoid expensive mailing efforts that aren’t seen in a timely fashion. Until you’re able to confirm addresses, rely on email and phone outreach.

3. Virtual events attract large crowds and suppliers find it difficult to narrow the audience.Reframe this challenge into a huge plus! Since 76% of ASI Show Digital Expo attendees didn’t go to an ASI Show in 2019 or 2020, you can expand your reach and develop those important 2nd- and 3rd-tier customers. Use these tactics to engage with attendees:

• Prepare a “recruitment pitch” that appeals to prospects and customers
• Make a list of 101s about your company for new prospects
• Market using starter sample kits or a show special to entice first-time buyers
• Gather new customer success stories to share
  

4. Suppliers want the chance to reconnect with their best customers, but they aren’t showing up to virtual events.
Do the same pre-show marketing you do for in-person shows and treat the entire event the same. Announce you’re exhibiting, offer a special redeemable offer at your booth or reach out before the event and encourage customers to schedule a private meeting.

5. It’s hard to attract distributors to booths of smaller suppliers or suppliers that aren’t listed at the top of the exhibitor list.
Virtual show providers have plenty of traffic-driving opportunities for exposure before, during and after the event, all at different price points. In fact, these traffic drivers may be even more important at virtual shows. Request the menu of opportunities and look for simple ways to get your name front and center. For example, promote your booth special in chats, get your new products in themed events, etc. There are always cost-effective ways to send people to your booth.

If you’re looking for more ideas, reach out to your account executive to learn more about ASI Show and how to make the most out of your trade show experience.