Virtual and Hybrid Trade Shows: Adapting to the New Normal

As the world continues to navigate the challenges and changes brought about by global events, such as the COVID-19 pandemic, the trade show industry has undergone a significant transformation. In-person trade shows were once the cornerstone of industry networking, product showcases and business development. As a result of the COVID-19 pandemic, in-person trade shows are being supplemented by virtual and hybrid trade show models. These adaptations not only ensure the continuity of trade shows during times of social distancing but also introduce new opportunities and considerations for businesses looking to thrive in this new normal.

The Rise of Virtual Trade Shows

Virtual trade shows have emerged as a fully online alternative to their physical counterparts. They offer a digital venue where exhibitors and attendees can interact, network and conduct business. Hosted on specialized platforms, these events simulate the experience of a physical trade show. They can include things like virtual trade show booths, live presentations and networking opportunities.

The advantages of virtual trade shows include: 

• Global reach. Without geographical constraints, virtual trade shows can attract a wider audience. They can connect with international attendees who might not have participated in the physical event.
• Cost-effectiveness. Exhibitors and attendees save on travel, accommodation and physical booth setup costs, making participation more accessible to smaller businesses.
• Data and analytics. Virtual platforms offer advanced tracking and analytics, providing valuable insights into attendee behavior, engagement levels and ROI.

Embracing Hybrid Trade Shows

Hybrid trade shows combine elements of both in-person and virtual events, offering the best of both worlds. These events are held at a physical location while simultaneously being broadcasted online, allowing attendees to choose how they wish to participate.

The benefits of hybrid trade shows are: 

• Flexibility and accessibility. Attendees have the option to participate in person or online, making the event accessible to a broader audience, including those unable to travel.
• Enhanced networking opportunities. Hybrid events offer various networking formats, from face-to-face meetings to virtual chat rooms, creating more opportunities for meaningful connections.  
• Content longevity. Sessions and presentations can be recorded and made available online for on-demand viewing. This extends the life of the content beyond the event itself.

Adapting to the New Normal: Strategies for Success

To make the most of virtual and hybrid trade shows, businesses must adopt new strategies and tools. Interactive and engaging virtual booths, for instance, can be used to host live demonstrations and offer downloadable resources to capture the attention of attendees. To be successful, businesses will need to invest in reliable technology and provide support for users unfamiliar with the virtual platform. 

Interactive elements are also crucial, such as touchscreens, QR codes and augmented reality (AR). These are experiences that can be accessed by online attendees, creating a cohesive experience for all. Other experiences that businesses can create include virtual tours of their physical exhibit, panel discussions, content sharing, virtual networking spaces and social media integration.

Embrace the New Normal – Trade Show Exhibits that Captivate Virtual and Hybrid Audiences 

The shift towards virtual and hybrid trade shows represents a significant evolution in how businesses connect, learn and grow. While the transition may come with challenges, it also opens up new opportunities for innovation, outreach and engagement. By embracing these formats and adapting strategies accordingly, businesses can continue to reap the benefits of trade show participation in the new normal. 

IGE Group has been keeping up with the latest trends in the trade show industry, and we know how to bring exhibits to life for your audience – even when they can’t be at your event in person. Contact our team today to learn more about our exhibit booth design services and how they can captivate audiences near and far!