We’re not referring to virtual trade show booth in hybrid events.We’re talking about “interactive online listings”Example from CES 2012
Why have virtual online presence functionality as part of online directory?73% of attendees under 40 do an online search to make a short list of exhibits to visitExhibitors want the increased visibility, SEO, exposure up to 4 months before the showOrganizers enjoy the additional revenue
How to Up-sell?
Look at vendorsMake sure they are mobile
Upgraded listings sell for $99 - $1,500 each with average around $400-$500
Offer basic listing for freeExhibitors with upgrades get 4-5 times more page views than those with basic listingOnline featured exhibitors (those that purchase keywords and product categories) receive online traffic 2-3 times greater than those who don’t purchase upgraded featuresA-la-carte allows small to medium-sized exhibitors to participate
Create interactive collateralShow lots of examplesGive success stats
Add to the order formAsk for the saleSell next year at current year’s showPromote
VisitsClick-throughsSearch rankingsSearch terms used to get to the online profileTimes favorited or added to the attendee plan
Follow this plan for a healthy trade Show diet of:Helping attendees assemble their pre-show listGiving exhibitors additional exposure and marketing opportunitiesGrowing the show’s bottom line
Would You Like Fries with that Virtual 10 x 10?
Would You Like Virtual Fries with That 10 x10? Selling Interactive Online Listings with Trade Show Booth Space Rentals By Michelle Bruno, CEM, CMP