Whatever happened to the notion of the virtual event? EW speaks to Paul Nicholson, MD of VirtualXpo, and asks what role online showplaces play today.
Trade show and exhibition organisers must embrace digital technology if they want to deliver improved bottom-line value for their exhibitors and added benefits for onsite and offsite visitors.
The physical world is being disrupted daily by technology and VirtualXpo’s mission is to complement and evolve the current norm with an off-the-shelf digital platform that crosses all verticals. However, saying ‘we need an app’ is not the solution!
From our own marketing experience trade shows, search engine optimisation (SEO), email, paper, websites, banners and social media are all way less than 10 per cent efficient. The metrics to support this are out there on the web and denial of these poor returns by marketers is no longer acceptable. It’s time to stop, look, listen and take a new path.
We have, therefore, devised a unique strategic approach that will allow anyone concerned with marketing – and not just those in the trade show and exhibition world – to globalise their reach with 100 per cent accuracy, 24/7.
In the past, virtual trade shows have not been widely accepted because the approach was completely wrong. We’re not about clunky 3D and clumsy avatars. Our platform is an elegant multimedia event in which everything you could ever want is available in one location.
What we are doing will not impact revenue streams in the real world. In fact, the impact is quite the opposite. Mixed reality is the future and no one should be afraid of taking the plunge into the virtual trade show world.
Whilst complementing trade shows and exhibitions, we are disrupting and evolving marketing, advertising, communications, apps and virtual trade shows themselves.
Regardless of the industry you are in, you have to drive the conversation and build relationships.
Digital innovation is fundamental to achieving this.
And yes, we can replicate face to face… in multi language.
This was first published in issue 3/2013 of EW. Any comments? Email exhibitionworld@mashmedia.net
