Understand the Technology
Exhibitors participating in multiple events use different technology platforms that host their virtual booths, all of which are different. Successful exhibitors get to know the technology for each individual event, gain a full understanding of the features and learn how to leverage them to enhance the attendee experience. Exhibitors must compensate for virtual booths that offer fully-featured immersive experiences to those that are more basic.
It's important to learn the features of the virtual booth in order to get the most value for your efforts, and create a positive experience for attendees. After working with hundreds of exhibitors, I’ve seen great success for exhibitors who take some times to understand the technology in order to get a grasp of all the features available to them. Here is a list of a few strategies for exhibitors to incorporate into the virtual booth and become familiar with in order to create a successful and dynamic booth.
Strategy #1 is use technology to attract attendees
The liberal adding of keywords and data tags helps attendees in their search for the booth. In addition, keywords may be important in tagging content to display in directories outside the booth. Exhibitors add in-booth demos or sessions to get attendees to meet their product team or executives.
Strategy #2 is getting “Badge Scans”
Some exhibitors don’t have the sponsorship level to allow them to get contact information unless attendees take an affirmative action inside the booth. Exhibitors that understand all the ways technology captures and delivers contact information will get the maximum number of sales leads.
Strategy #3 is creating calls to action
Attendees expect to walk away with discounts, new product info, pricing, or even samples. And don’t forget about the power of a raffle or giveaway. Add those elements to the booth and forms to capture attendee information in return for getting something they value.
Strategy #4 is communicating with attendees
Savvy exhibitors learn all the ways the platform lets them chat, message and reach out to attendees. They login early, explore communication options before the event and add enough staff to respond to in-booth chats and meeting requests.
Strategy #5 is displaying content
Exhibitors that win know how to tell their story through banners, videos and content. They have an exhibit strategy that is graphically engaging, economizes on words, and communicates who they are, what they sell and the audience that wants their products.
Strategy #6 is to use analytics wisely
Event platforms should give exhibitors an on-going account of what is going on in the booth. Smart exhibitors look at the data in their activity reports often, adjust their strategy dynamically and focus on what’s popular and dropping what nobody is paying attention to.
In this age of virtual events, it is easy to become overwhelmed with all the different offerings of different event platforms. It’s likely that exhibitors will participate in several shows, and with that comes the need to adapt to different platforms and technologies. Taking the time to understand that technology can be extremely beneficial and lead to a successful event. Learn what the current platform has to offer, and use each of those tools to your advantage. Create ways for your team to interact with attendees, and give your audience plenty to engage with using content. Understanding how the technology captures leads and using this data strategically can lead to a strong and successful ROI, and get you the attendee engagement you need.