Virtual events function a bit differently than traditional on-premise events in the sense that they are trying to emulate the same experience as in-person engagements. Since the interactions are happening online, some of the factors which happen naturally can be easily overlooked. Getting a full picture is critical.
it's always sensible to know what you are getting yourself into before making any major commitments, particularly when the decision involves a vast amounts of time, resources, and dollar investment.
In order to get a better sense of what to expect, here is a list of common questions to ask the event producer or organizer.
I have prepared a PDF checklist and is available at the bottom of the page.
1. Background info on the event: When was the virtual show launched, why was it launched, and what statistics can you provide regarding its success?
Before making a final decision to participate, a bit of history about the show and its purpose is useful. Some questions to ask are:
What's the driving force behind this show? Was it a result of attendee or exhibitor demand, or is it just another revenue stream for producers?
Has the show established a significant following, or is it brand new and nearly invisible to your target audience?
What type of success rates have other exhibitors seen?
Who, such as their job titles or roles, and how many are the targeted customers and prospects that typically visit the virtual show, and how long do they spend viewing virtual exhibits?
2. What is the cost of my virtual-show experience, and what does that include?
Before you agree to participate, be sure you know exactly what you're getting for your dollar.
Most show organizers offer sponsorship programs that include the ability to secure speaking opportunities, training sessions, as well as pre-event email promotions. Most packages come with the ability for exhibitors to post collateral, videos, white papers, demos, etc. Some offer the opportunity to schedule meetings and live chat with attendees, as well as lead-capture ability. In fact, some exhibiting packages guarantee a minimum number of leads, but be sure to inquire as to how these leads will be counted, and how and when the show will deliver them to you.
3. What post-event data will be shared with exhibitors?
What kind of lead data or details will you receive, how comprehensive is the info?
Post-event reporting and analytics - data on how long visitors spent within each product section of your exhibit and which documents each person downloaded?
Producers will likely have much of this information, but it may or may not be available to you as a part of your participation package.
4. What are the show's starting and end dates and how long will it remain accessible past the event?
Often, a virtual show will remain open for the duration of the physical trade show, and then extend 1 - 2 months or more after the show. Obviously, you'll want to know how much bang you're getting for your buck.
For example, you'll also want to know how many days attendees have access to your online exhibit and whether you can continue to update with press releases, product information, etc. You want your online news to remain relevant as long as it's accessible to visitors.
5. How will the virtual trade show be promoted?
No matter whether a trade show is in person or online, it needs a strong promotional strategy to be successful. Understand what promotional methods are the event producers using to reach the show attendees, as well as members of your target audience not in attendance.
6. Can I get a demo?
Ask the producers for a demo of the environment in which your virtual booth will reside. Inquire if your staff and team members can receive a training or tutorial of the features and functionalities such as live chat or message boards that will require their attention when the site goes live.
7. What technical support will I receive?
It's important to know what kind and the amount of customer support you will receive before, during and after an event in order to ensure a successful, seamless show experience. Pre-event support include tasks for getting ready when the staff is getting familiarized with all of the behind-the-scene tools, during the event support (see question 8 below), and post-event maintenance support.
8. Who is my emergency contact during the event?
Virtual events take place online and rely heavily on having a robust platform with stable connectivity. With technology weighing so heavily, you'll need adequate technical support to manage server performance and individual connections. Ask which person you can contact for immediate support, someone that will respond to phone calls, be able to help you with any urgent problems, technical or otherwise, and be online during the live event.
Virtual trade shows may be a relatively new tool in the event-marketing mix. But since you already have a basic knowledge of their physical counterparts, these questions will help make sure your first cyber show is a virtual success.
Checklist to help with your virtual event planning
Click below for a fillable PDF* form
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