Virtual trade shows are not just conversation anymore – they are even writing about them in the Wall Street Journal. Virtual shows have many positives – they can have a grand opening, virtual exhibits, and buttons to push to visit a booth and talk with someone. There could be speeches and seminars. As an attendee you would not have to fly there, walk hundreds of show floor miles, or eat and drink foregoing your diet standards.
Now the question is – do trade shows disappear in favor of virtual shows. I don’t think so and in the past few months I find most people that write about our industry seem to agree. They see that there are pros and cons to virtual shows. They’re cheaper and easier to plan. Speeches and seminars can be recorded and added to a library that can be accessed at any time. Speakers and moderators don’t have to remain all day. But there are cons. Networking opportunities are limited. There are no face to face meetings or unexpected run-ins with customers. Participants can’t touch products.
And that last thought – touching the product is the most important as to why trade shows will continue into the foreseeable future. There are some products, in most every industry that you need to experience in person. Virtual trade shows have their place, I have no doubt that they will not end regular trade shows. It may cut down the amount of shows produced and attendees will leave their office only once or twice a year. All in all this is a good thing for everyone.
