Een virtuele beursstand: Hoe wilt u hem?

Shift from live to online

The current landscape has been shaken up considerably by the Corona virus. From the situation with providers of on-site exhibition stands (live exhibition stands), there has been a considerable shift to providers of online exhibition stands. Many live events are offered as virtual events. In many cases, this is not possible at the moment.

And while live providers can always give a good idea of ​​what you want as an exhibitor, there is a great deal of unfamiliarity with virtual trade fair stand providers. Especially with what and how they do it.

How do you see your virtual trade show booth?

The question of the online trade fair stand provider of “what would you like” is often followed by silence. Followed by “what is actually possible”? The unfamiliarity with the possibilities is great.

For example, online you have easier access to the latest technical possibilities. Although at trade fairs like ISE and IBC very impressive “live” technology is shown time and again, which still has a greater impact live.

However, the experience of the online visitor remains largely the same as that of the visitor at a live fair. Of course, the medium is different, logically. But, it starts with triggering your visitor. That can be through the experience of the view of your stand (beautiful/different/interactive etc.). But after that, it must be immediately clear what you have to offer the visitor. What is the core message that you are going to offer the visitor.

And where at the live fair a stand crew is ready, the visitor online must first try to manage it himself. Of course we can quickly show a chat function, but if the visitor does not yet realize where he has ended up, he is overwhelmed. That is again like walking into a store where you are asked if they can help you while you have only just set one foot over the threshold.

The core remains a clear message

If you search for something on the internet and you end up on a website, you want to be able to find your answer quickly. If you have to search for it for too long (too deep), you are usually gone quickly. So you will have to have a clear core message in your first view, as well as clear navigation in your online exhibition stand.

A chat button, for example, in a lounge area that you hide in the back of your virtual booth will probably never be reached if what is in front of it does not offer the visitor what he is looking for. Immediately offering a contact point without having communicated why just like that.

Using the latest technology

Of course, you have a lot of technical gadgets at your disposal that can help a customer experience and view products at home. For example, through augmented reality. However, these techniques are not reserved for virtual events. They can also be used at a live event and how much more experience do you have when you do this as an exhibitor together with your visitor live.

But that wasn’t the point now.

You have to be careful not to use the technical feat because it is such a cool technical feat. Of course it is fun, but does it have added value?

It is about communicating clearly and not letting your virtual booth disappear in a fog of technical gimmicks. That do not provide the quick image or answer to the question of what your customer is ultimately looking for.

Slowly

The most dangerous of the above is that the virtual exhibition stand can become a slowly operating entity. Because a fast and smooth operation is appreciated more than average, just like the fast loading of a website page. People are really not going to wait 5 minutes for a technical feat in your virtual exhibition stand. A smooth operation is one of the keys to success here.

The first impression must also be good, just like with an on-site exhibition stand. Sharp details, no distortions of the image, a smooth operation, technical specials that work quickly/immediately after clicking on them, etc.

No more live events in the future?

The online trade fair stand is a first step towards the more massive use of virtual techniques as part of the marketer’s online marketing toolbox. And due to the lack of on-site or live trade fairs, live events are a fantastic test field, which accelerate the introduction of virtual techniques.

Live events and live exhibition stands will not disappear. But neither will the virtual exhibition stand. As an on-top event tool it can (will) have added value.

Would you like advice about an online exhibition stand?

At Expo Display Service we also develop virtual exhibition stands. Because we believe in the added value of online at live exhibitions. Just think of being able to reach people in other parts of the world during pandemics in one part of the world. A trade fair that takes place elsewhere can still be visited by someone who is unable to travel. This example fits in with the current Covid-19 era, but there are more examples to think of. Such as simply being able to reach a larger audience.

Would you like to discuss this further with us? Leave your details below and we will call you. Ideally, we can look at some examples together and discuss ideas in a video call.

Wil je een gratis beursstand-ontwerp ontvangen voor je aankomende evenement? Stuur dan een mail naar [email protected] of bel ons op: 055-3238555.