Virtual trade fair: Out of Interchangeability.
Around 50 virtual trade shows have taken place since 2020. Organizers have made digital platforms available at record speed. And what have the exhibitors made of it? How do they present their company, their brand, their product to the public? And how do they address the needs of the visitors? To get answers to these questions, I visited a few virtual trade shows. In the process, I discovered that most exhibitors were missing something crucial. But one after the other.
Impressions of the virtual trade fair visit.
It begins comfortably. No journey, no parking problem, no searching. One click - and off we go. First I land in the foyer - too big a word for a colorful overview page with the look of the Yellow Pages. But okay. To warm up, I start at the "on-demand" company presentations. I spot an exhibitor that interests me and click in. A young woman is presenting. Slides slide across the screen. I wonder if she's doing this voluntarily. She seems uncertain. I click off.
Next exhibitor. This time a man in his 50s. The camera shoots him from below. At the top of the picture I see a typical office ceiling. The lamp is a bit blinding. Doesn't matter, because he reduces his image and I see slides introducing the product. Ah, yes. The presentation on this is skillful - can't complain about that. However, after a minute I catch myself thinking about what else I wanted to buy. Click.
What about the live streams? Sure - here the chat is running. There are greetings and a few thumbs up. The posts end with the mother of all closing questions: are there any questions? Then comes what I know from past university days: Most from the auditorium look like the deer in the headlights - and remain silent. Two or three speak up - but instead of questions they rather present themselves. It's the same here.
I watch a lot of presentations. There is exactly one live presentation that really excites me. The screen fills up with tiles from company employees who have joined in. They present their company. But how! They sing! In chat: Applause, hearts, happy emojis. Finally, something's happening.
Things get interactive in the chat cafes, which are organized by topic, and the personal video calls at the trade show booths, where I can see in advance exactly which conversation partner is there for me. I find these options the best as a substitute for face-to-face meetings.
Conclusion. Where was the brand in the virtual brand presentation?
After a few visits to trade shows, I'll allow myself one conclusion: Most presentations follow the same pattern. Mostly it looks like this: Your own office becomes the digital reception room for the guests via webcam. Slides run across the screen. There is a lot of expertise and know-how in the presentation. The speakers are friendly and well prepared.
When I think about what I've seen, my mind gets confused. Who said what about which company again? And then it hits me: Where was the brand, anyway? The brand, the visual bracket, the branding carefully built up over the years: missing. The professional framework that creates identity is not there. Dissolved in the white of the office back wall.
Virtual trade shows: Results.
The results of virtual trade fairs are modest. According to a recent survey by AUMA, exhibiting companies have achieved on average ¼ of the benefits of a real trade fair participation. Based on my observations, I am not really surprised by these results. And yet: Virtual trade fairs will accompany us in the future - even without Corona. It is to be expected that the formats of the organizers will continue to mature. And exhibitors will also become more experienced and better able to use digital trade shows to their advantage. But what exactly can exhibitors do better?
For anyone with the desire - or the pressure - to successfully participate in a digital trade show, there's good news.
Observations from the world of virtual trade shows led us to develop our Branded ShowboXX. A tool that allows you, as an exhibitor at virtual events, to show brand character in 150 milliseconds, build trust and thus become the tiger among the house cats.
What is the Branded ShowboXX?
With the Branded Showbox, a consistent brand presence across all channels is achieved in no time at all. In this way, we help to give the virtual presence brand flair, atmosphere and style. So that it stands out positively from others, becomes more entertaining and even better.
Show brand character virtually as well. This is your weapon against interchangeability and competition.
- With the Branded ShowboXX, customer loyalty succeeds at the first click: Brand-typical colors and coordinated materials ensure a professional brand presence that burns itself into the minds and hearts of customers.
- Exciting to keep up with: The Branded-ShowboXX offers enough space for infotainable product shows or entertaining interviews. After all, why rely only on slides when the product itself can also become the star? This works with larger machines just as well as with smaller products. And with services? How about a professional moderation with which you can shine in the conversation? That way, you're guaranteed to create a virtual spark with the audience.
- Design, assembly, technology, moderation: we bring it all together. So that you can prepare for your big appearance with a clear head.
This is what you radiate:
That's what resonates with your target group:
Because visual appearance is THE orientation feature, the Branded-ShowboXX provides the professional framework for all your virtual activities.
Promote your company virtually as well.
Do you want your company to exude brand flair virtually as well, to connect with your audience?
Would you like your company to become the tiger among the house cats?
Now is a good opportunity to gain that decisive competitive edge through professional brand staging.
Send us an e-mail and we will be happy to send you further information.
Or let's talk about your specific project right away. If you want: -> This way and get in touch with us.
We look forward to helping you with this important topic.
All the best - and stay healthy!
Yours, Petra Hallmann