Virtual fairs and events: the new essentials for 2021 and beyond

While we expect a gradual return to normality in 2021, there’s still a long way to go, with no clear picture of what the ‘new normal’ will look like. The Covid-19 pandemic has amplified the use of online communication tools in B2B marketing and sales processes and, in many cases, has shown them to be more efficient and effective than their physical equivalents. It is unlikely that this trend will suddenly stop or be reversed. “Go digital!” advised Vintage’s CEO Claudia Voss, not just at the start of the first lockdown but long before the crisis. And it turns out that she was right. “I predict that virtual tools will even become more essential for B2B companies,” she tells us, “and we are ready to create them!”

At the start of 2021, Claudia Voss is looking ahead to the next year in communications, but also thinking back over the memorable months that have just passed: “Nobody expected a year ago that we would end up facing such a challenging situation, but from the beginning of the first lockdown in March, I was sure that Vintage could continue working at full force. We have been fully operational at all times and available to deliver to our clients the high-quality service and products that they expect from us. I’m very proud of how rapidly my team adjusted to the new situation and re-focused on their daily jobs with the strongest commitment.”


The pandemic has changed the B2B marketing and sales process. Physical trade shows and sales contacts were cancelled last year and, even now, we do not know when this situation will improve. “Realistically, I don’t expect the current circumstances to change this year,” continues Claudia Voss, “but we see a positive side to this. There is a big opportunity to profile brands and products in a new light.”


Virtual fairs and events are a simple and effective way to keep businesses going and to generate sales. Claudia explains the Vintage approach: “We are pioneers in 3D virtualisation and are continuously investigating how we can further improve these tools and their applications in sales. And we are proud of the results so far! Two of our best examples are a virtual showroom created for Daikin Europe and a virtual event for Atlas Copco Rental . And in the meantime, new virtual fairs and showrooms have been added to our list, to be created in the coming months.”

Given that physical events will not return in the near future, a growing number of companies are relying on virtual fairs and showrooms for their success and revenue. And actually, there’s no reason why this trend will not persist even in a time when companies and customers can meet face-to-face. Claudia Voss explains why: “Virtual fairs and showrooms offer advantages that are essential for an effective marketing and sales strategy, and which their physical counterparts will never have. While providing customised information, they enable targeting to dedicated audiences, detailed visitor reporting and 24/7 availability, even after the event.”

Interested to learn how we can build a virtual fair or event for you? CONTACT ELLEN