Now that I’ve produced my first virtual show, I have definite opinions about the technology.
As a content delivery tool, I found the virtual environment to be excellent. As
a sales vehicle for exhibitors, however, I think we still have a way to go.

EXPOTECH Virtual was the industry’s first virtual trade show and conference on event
technology. Hosted on the InXpo platform, it featured a full day of education sessions, an
exhibit hall, three networking lounges and a library with hundreds of documents.
From an attendee perspective, a virtual event is a great experience. Education definitely
rules. The more content the better. In addition to live sessions, plan to have plenty of materials
for download. Also, counsel exhibitors to have educational content in addition to sales
materials in their booths.

This brings me to my first issue: Exhibitors will need lots of assistance preparing their
booths. They need to have original content that isn’t also available on their Web site, and they
can’t just throw a booth together in a week — though many will try.

Engagement on the show floor also works to an attendee’s advantage. They can enter a
booth, look around and download documents before they ever engage (or instead of engaging)
with an exhibitor. Herein lies the problem. Exhibitors need to engage to feel this is a
worthwhile medium. Some will say the virtual event is meant to open the doors of communication,
and that the real selling will take place after the event when the exhibitor follows up.
That’s all well and good — if the exhibitor follows up.

My next issue is the look and feel of the show floor.We’re not really embracing this medium
yet. You’ve probably heard it before, but think back to early TV when Jack Benny and
Milton Berle made the leap from radio. They didn’t adapt their shows to the new medium.
They simply aired their radio programs on the screen. Adapting to the medium came later.
And that’s where I feel like we are. Right now, we’re seeing a graphic illustration of a traditional
show floor on our computers. I would prefer to see demo rooms over traditional
booths. I’d like to see a GoToMeetings-type of feel, where the exhibitors are actually demonstrating
their products.

Don’t get me wrong. I loved every minute of our virtual event — and I’m planning two
more this year. But I think this is a technology that’s in its infancy, and it still needs to evolve.
As we adapt to the medium, I think the exhibitor experience will improve.

One of the best parts of a virtual event is the ability to run it on demand. So if you didn’t
make it to EXPOTECH, check it out now at www.expotechshow.com/virtual.

Donna Sanford, Publisher