Digital trade fairs: If you do it right, your digital trade fair booth will have a decisive advantage when it comes to lead generation in the B2B area.
Corona is a pandemic that has also infected the trade fair industry. Whether ITB Berlin, the Frankfurt Book Fair or many other trade fair events in industry, trade and craft – the fair as a presence event for personal business contact has received a serious damper from Covid-19. The presence fair is – to use the current jargon – in quarantine. As a solution, the digital trade fair is an effective means if it is implemented correctly.
Disaster with digitization?
Those responsible for marketing and trade fair are dismayed. With a great deal of commitment, they have digitized their company’s classic trade fair event. Everything taken over 1: 1. But success did not materialize. Hardly any clicks in virtual showrooms, hardly any leads. Despite the achievements of digitization and the current hymns of praise for the virtual trade fair, these events have not become a success story.
So it is very important that you consider some important do’s and don’ts when designing your exhibition stand.
Do’s at digital trade fairs
The most important thing in the trade fair sector is the added value that you have to offer your visitors. Wrap the content of the website in a trade fair cover and sell it as new? That’s a very bad idea. The trade fair visitor – or at the digital event also trade fair “user” – appreciates innovation, inspiration and ideas. The basis for his sustained interest is content that is highly relevant and that is presented by perfect speakers. In this context, perfect means, of course, knowledgeable – also with regard to interactive elements with visitors to the virtual trade fair – but of course also a charismatic and engaging demeanor.
In the technical area, the stability of the transmission is essential. Obvious, but still not taken for granted in the fully digitized age. Today, nothing works at the trade fair stand without fast data transfer – whether it is digital info screens, virtual product presentations or digital contact recording via app.
The decisive advantage in terms of lead generation: Use the reach of the Internet
Your booth at a digital trade fair brings a decisive advantage in lead generation in the B2B area: The increase in reach through the Internet, which can even trump the conventional trade fair volume. In this context, it is important that you efficiently announce your presence at the digital trade fair and create a hybrid event for customer loyalty. The focus should also be on live interactions around the digital trade fair. Because the trade fair – including the digital trade fair – lives from dialogue.
And the digital trade fair for lead generation in B2B also lives from the fact that you offer high-quality events that are varied and attractive – and of course have been communicated via the relevant channels of your target group. This can be, for example, live streams, VR rooms, digital business speed dating or breakout rooms with whiteboard, chat and survey options. What you should plan depends on the structure and portfolio of your company as well as the requirements profile of your potential customers.
On the trail of your trade fair visitors
Why was someone at your stand for a long time? Why didn’t a visitor visit your digital booth at all? The answers to these questions are mostly speculative for exhibitors. Data surveys using digital analysis tools could provide some insight into the minds of visitors and their motivations. Such data is essential for post-processing the leads. Which lead will you be working on first after the trade fair: A lead that has stayed at your booth for a long time and has shown interest in your products and services? At best, he even sought contact with sales on his own initiative. Or the lead who was briefly at your stand and left it again quickly?
Of course, you should focus on the first-mentioned lead here. You can only plan and optimize effective lead nurturing accordingly if you know the interests of your virtual exhibition stand visitor. So you have the optimal conditions to increase your level of awareness and achieve continuous growth.
Virtual trade fairs – a benefit for everyone involved
Not only companies benefit from participating in digital trade fairs, but customers too. The companies position themselves in a contemporary way and have the opportunity to inform existing customers without spatial barriers and of course to win new customers. In this way, your booth at a virtual trade fair is an efficient and contemporary way to market your products.
Don’ts at digital trade fairs
If you design your exhibition stand digitally, you can do a lot right, but also a lot wrong. So you cannot convert the normal live event 1: 1 into a digital exhibition stand in no time at all. It is essential that you create a new concept for this digital event. Of course, you can use the elements of your classic trade fair event as a planning basis. But do this as part of a checklist, which you check exactly with regard to the feasibility in the digital context. It is important that those responsible for marketing and the experts for IT in your company work closely together so that an optimized solution can be planned and implemented.
In the context of the new medium for the trade fair and lead generation, the target group and their goals must be taken into account. What creates the all-important leads that need to be converted into sales? Only the coherent idea is the start of your competent and creative strategy for the digital trade fair. You are not allowed to develop a blanket standard when designing the concept. Only your individual, digital exhibition stand makes you unique, unmistakable – and invites you to visit your company there.
Lead generation through digital trade fairs offers new potential
There is good news for everyone who is concerned about the development of trade fairs because of Corona: The further development of digital trade fairs is a real extra bonus in terms of B2B lead generation for companies that are now designing their exhibition stand digitally with a high degree of professionalism. The solution is called digital lead generation via the online trade fair and is ideal for using the range that the Internet offers us today efficiently (and, by the way, also inexpensively). In this context, it is important to have precise lead nurturing after the trade fair.
- Create an individual digital exhibition stand – don’t just transfer your physical exhibition concept 1: 1 to the digital event
- Make use of the reach of the internet – advertise your exhibition stand early on on your website, social media or relevant platforms
- Include your exhibition stand visitors – insert intelligent interactions to make your exhibition presence more lively
- Virtual Reality: Live streams, VR rooms, digital business speed dating and breakout rooms with whiteboard, chat and survey options – network with your visitors
- Evaluate visitors to the exhibition stand: Analyze the activity of the participants, evaluate the click rates and track the interest of your visitors – develop your visitors to new customers with lead nurturing
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