Today, I attended my first virtual tradeshow, The Art & Science of B2B Marketing and Sales. It was a fascinating experience and has me buzzing. I came away with a new respect for the method of virtual marketing to large groups of clients, prospects and vendors, and some lingering questions about the future of this technology for local marketers.
Perhaps most awe inspiring was the event organizer's ability to make the virtual space feel so similar to a physical show, and the ability to provide tools for attendees to talk to other attendees and vendors, and to attend presentations with such ease.
From the outset, the turnout amazed me. I was shocked to see more than 150 other people milling around in the atrium 30 minutes before the keynote. While I waited, I browsed 50 or so attendee profiles, passed through each booth, and had a handful of targeted chats.
Compare that experience to your last physical tradeshow. If it is anything like my experience, you ended up with no effective way to sift through the thousands of attendees, and instead by chance, sit next to a stranger for your morning donut. While cordial, most exchanges (outside of a vendor booth) are not fruitful, leading to any business outcome for you.
Back to my show experience. At the top of the hour, I attended a presentation, and again was delighted to see the profiles of attendees in the room who were interested in the same topic. Again, I scanned the profiles of attendees, listened to the speaker, and had a handful of additional chats.
At the end of a productive day, I learned about four vendors, listened to 10 presentations, downloaded seven white papers, and engaged with at least 15 attendees without incurring conference costs or leaving my desk. It was incredible.
Franchise marketing, and local store marketing practitioners, keep an eye on this technology. Its adoption may propel broader acceptance of virtual worlds like SecondLife. In a not-so-far-off future, you may find yourself marketing locally to global clients through a virtual brick and mortar store.
Perhaps most awe inspiring was the event organizer's ability to make the virtual space feel so similar to a physical show, and the ability to provide tools for attendees to talk to other attendees and vendors, and to attend presentations with such ease.
From the outset, the turnout amazed me. I was shocked to see more than 150 other people milling around in the atrium 30 minutes before the keynote. While I waited, I browsed 50 or so attendee profiles, passed through each booth, and had a handful of targeted chats.
Compare that experience to your last physical tradeshow. If it is anything like my experience, you ended up with no effective way to sift through the thousands of attendees, and instead by chance, sit next to a stranger for your morning donut. While cordial, most exchanges (outside of a vendor booth) are not fruitful, leading to any business outcome for you.
Back to my show experience. At the top of the hour, I attended a presentation, and again was delighted to see the profiles of attendees in the room who were interested in the same topic. Again, I scanned the profiles of attendees, listened to the speaker, and had a handful of additional chats.
At the end of a productive day, I learned about four vendors, listened to 10 presentations, downloaded seven white papers, and engaged with at least 15 attendees without incurring conference costs or leaving my desk. It was incredible.
Franchise marketing, and local store marketing practitioners, keep an eye on this technology. Its adoption may propel broader acceptance of virtual worlds like SecondLife. In a not-so-far-off future, you may find yourself marketing locally to global clients through a virtual brick and mortar store.
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