From Virtual To Reality Friday, May 05, 2006 Marketers who once considered online trade shows little more than web-only flea markets are starting to take another look. The latest crop of online trade shows is chock full of exhibitors touting the medium’s affordability, measurability, and horizontal access—and attendees who log on for hours at a time and are happy to turn over personal and buying info, and usually opt in for follow-up. Virtual trade shows give brands the opportunity to get most of the typical exhibition experience—including everything from lead tracking to one-on-one time with potential customers—but without drayage, labor costs, and travel expenses. And they have gained popularity in the last few years, as broadband, VoIP, and instant messaging tools have made it easier for exhibitors and attendees to make meaningful connections on a virtual trade show floor. “Nothing can truly replace pressing flesh and being able to look someone in the eye, but this is such an awesome way to connect with people,” says Brandy Shapiro-Babin, vp-marketing at WebmasterRadio.FM, an internet-based radio network that exhibited at eComXpo, a virtual trade show targeting e-commerce marketers. “There’s not a huge cost involved, there’s no barrier to entry, and it’s a great way to be able to research what’s going on around you without having to leave the comfort of your own office.” While virtual shows now are popping up mostly in tech and computercentric industries, the user-friendliness of the shows means that they have the clear potential to become a widespread alternative, or addition, to traditional trade shows. A few reasons why a virtual trade show might make sense for your brand: 1. More Bang, Less Buck. In addition to saving money on travel and setup expenses, the cost of entry is lower than most traditional shows—exhibitors can buy into eComXpo for as little as $1,000—and the deal includes many of the same benefits of traditional trade shows. For Ziff Davis Media’s virtual show for the IT security industry, for example, exhibitors buy into the show at different levels. Sponsors at the highest level also get a sponsored speaking opportunity that allows them to set up a vendor-specific presentation for attendees in between editorial sessions. 2. More Targeted Marketing. Because the attendee is viewing the show on a computer screen, and not milling around on a show floor, there’s a good chance that guests who “enter” your virtual space are specifically interested in your company—perhaps more so than at live expos.   “People who come to your booth at a virtual trade show are expressly asking for information about you,” says Patrizio Spagnoletto, director-marketing at Yahoo! Search Marketing, which also exhibited at eComXpo. “At a more traditional trade show, half the time people come to you, and half the time you’re pitching them.” 3. Data Storage. The online communication that takes place at virtual expos makes it easy to save and store chats and other electronic information. So exhibitors tend to “leave” virtual trade shows with detailed logs of interactions that they wouldn’t have from live trade shows. “I can look back at all of my information, see what was discussed, what the customer was interested in, if we had a [contact] in common,” Shapiro-Babin says. “It allows you to see if your sales pitch is working, it gives you the ability to monitor other people who are working with or for you, and it allows you to really look at your whole process in a way you wouldn’t with a traditional trade show.” And, of course, you can spend the whole day manning your booth and chatting up customers—without having to stand on your feet.  —Loree Stark