15 Tips to Profit From Virtual Events
Be sure, however, to keep that input in context—e.g., if virtual events are new to your advertisers, they may not understand the possibilities enough to elicit their interest.
8. Sell the cost savings.
"… Vendors who go to physical trade shows, … pay for a booth, … send people out, and pay for their travel and hotel, … the only leads they actually get are people who stop at their booth," says Szala. "We were just talking to a [prospective exhibitor], and they only got 200 leads from their booth at [a recent live event]. If they would have been at our virtual show, they would have had 3,000 leads, and they wouldn't only have had the name and maybe the guy's address and e-mail."
9. Use training sessions to familiarize
exhibitors with the virtual environment.
"I encourage publishers to use tools such as desktop sharing to show what a virtual event is," says Klombers. "I encourage them to use Flash tours, which really create a unified message with pictures and visuals that explain not just what a virtual event is, but also the value … the fact that they're tying it in with registration, that there's reporting associated with it that's going to track everything an attendee sees, … does … [and] that it ties into lead generation for them."
"Before each event, [we host] an exhibitor preview day for all booth reps to access the show early and walk through the features and functionality of the virtual event platform," says Schwartz. "A dedicated project manager will train the booth reps on all of the communication features, and also provide best practices for the exhibitors so they are fully prepared." This helps ensure that the event will be a success for them.
10. Conduct post-event conversations.
Seek feedback from your exhibitors and sponsors on what they liked, and encourage constructive criticism. This input makes for better future events. "I interview all the sponsors individually, and I think that's crucial," says Miller.