The ongoing pandemic has led to the cancellation of all kinds of events worldwide. From local product launches to international trade shows, the event calendar for the coming months is limited, perhaps even empty, with no clear view on how long this situation will last. Many people are also reluctant to visit showrooms, making it difficult for B2B companies to see customers and partners in person and demonstrate products. But the current circumstances are not a reason to abandon efforts in this area. In fact, they can even present an opportunity to profile your brand and present your offering in a new light. Virtual fairs and showrooms are a simple and extremely effective way to keep your business going and maintain or even enhance your success and revenue.
Recent surveys indicate that the majority (65%) of B2B marketeers plan to reallocate some or most of their live event budgets to online events.1 As a result, the popularity of virtual events is expected to grow at a compound annual rate of 23% from 2020 to 2027.2
“For most of our clients, it’s important to exhibit at trade shows, organise product events and meet customers in their showrooms. But opportunities for those activities are low or zero in these ‘corona’ times,” says Vintage Productions Account Director Ellen De Rijck. “Therefore, we have been working intensively at Vintage on setting up virtual fairs and showrooms that can provide the same level of success, presence and sales. And we are proud of the results! Our virtual showroom for Daikin is a perfect example.”
In fact, virtual fairs and showrooms are proving to be just as powerful as their physical equivalents. They allow B2B companies to focus on specific markets and products depending on the occasion and target audience. They facilitate interaction with potential clients to create leads as efficiently as person-to-person contact, and they enable businesses to keep running – and growing.
Virtual fairs and showrooms also offer extra benefits that, in some ways, make them more powerful than live shows. With a virtual fair or online showroom, companies can address a larger audience at any time, wherever they are located. This creates a broader company presence. Virtual fairs also enable significant cost savings by eliminating the expenses of building a stand, allocating staff to oversee it, travel and overnight accommodation. As organisational expenses decrease, the profit margin increases. In addition, as the same basic setting can be reused for multiple occasions, there is a high return on investment.
The added value continues after the event is over: virtual fairs and showrooms provide B2B companies with accurate data and statistics on visitor numbers, the products attracting most interest, and more. All of this information is extremely useful, if not essential, for marketing and sales strategies.
For all these reasons, we strongly recommend shifting to a virtual fair or showroom created by a reliable and experienced marketing and communication partner. The benefits will long outlast the current crisis and, in the immediate future, they present an opportunity to stand out and be available for your clients when they need you most.