5 Ways Exhibitors Can Get More Out of Virtual and Hybrid Events

April 26, 2021
5 Ways Exhibitors Can Get More Out of Virtual and Hybrid Events

Exhibitors have, in general, struggled to adapt to the virtual world of events. Accustomed to handshakes and face-to-face encounters on a trade showfloor, they have found little in the way of an equivalent online. While their ROI has not matched expectations thus far, it doesn’t mean that always has to be the case.

Yes, in-person events are coming back — at a faster pace than we perhaps expected — but remote attendees will be part of the equation, perhaps forever. New data collected from Swapcard offers clues as to how exhibitors can make the most of virtual and hybrid experiences as the events industry yet again adapts. 

Engage with Attendees Early

There is no such thing as a false start during virtual events. As soon as the platform opens, seek out potential buyers and leads. Swapcard’s study, based of 461 virtual events between April and December 2020 that attracted 51,843 total exhibitors and 1,608,060 total attendees, found that “the pre-event period is the golden moment for closing business.”

  • 95% of leads are generated in the pre-event period during a 1-day long virtual trade show
  •  Nearly 80% of leads are generated during the build-up to the virtual event.
  • A little more than 60% of the lead generation happens prior to a three-day virtual event.

Don’t Miss Your Chance

In an alarming stat, Swapcard found exhibitors lose out on just under 42% of business because they fail to respond to messages or requests on the virtual platform. At conferences, this is the case about 40% of the time while the number spikes to 44.25% at trade shows. While exhibitors need to stay alert, the onus is on the planners as well. “Organizers have the responsibility to clearly communicate with exhibitors the need to be fully engaged and alert on the platform,” noted Swapcard.

Sponsor the Content

Networking takes a dramatic backseat to content virtually, Swapcard found. Attendees spend 80% of their time during trade shows watching sessions and 89% on the content during conferences. It is not surprising then that sponsored sessions proved to be the most profitable investment during shows. Forty percent of leads were generated during sponsored trade show sessions, regardless of length. Remarkably, It gets nuanced with conferences: 

  • During a 1-day virtual conference, more than 40% of leads came in through watching a sponsored session.
  • For two-day events, half the leads (50%) were a result of a sponsored session.
  • At four-day conferences, as much as 60% leads were from sponsored sessions.

“Speaking at a sponsored session also gives exhibitors a human aspect by giving a face to the brand, and it positions them as experts on a particular topic, making them more credible to attendees,” the study noted. 

Make the Booth Splashy 

An exhibitor wouldn’t skimp with a booth at CES, so they shouldn’t do it virtually either. Swapcard encourages uploading photos, videos, livestreaming, logos, documents and more to spruce up the booth. Be careful, though, as welcoming is good but salesy remains a deterrent. And returning to our third item, it’s worth noting that sponsors at a virtual trade show had an average of 2.1 times more bookmarks on their booth than ordinary exhibitors.

Stay Past the End

Just like “Avengers” movies reward viewers with bonus scenes during the credits, there is much benefit for exhibitors to stay engaged after the show. “Inbound messages and requests from attendees to exhibitors peak after a live trade show,” observed Swapcard, with 23% of the period after a trade show spent networking. Most inbound requests are sent to exhibitors after an event, so keep checking that inbox.

Photo Credit: 3D Exhibits

 

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact