ONLINE TRADE SHOWS 475paths to the conference hall and an exhibition space. A click on the conference hall took the
visitors, paying nothing for the two-day event, into a virtual auditorium where presenters’
slides fi lled the screen while their speeches were broadcast via streaming audio. In the exhibi-
tion hall, attendees could view exhibitors’ displays and chat with sales reps. Exhibitors such
as IBM, Intel and Motorola could get details on who viewed products and contact visitors in
real time. Th e online trade show drew about 600 live attendees, with another 1100 viewing an
archive of the event. Due to its success, the show was immediately rescheduled.
However, virtual shows have one big disadvantage when compared with their real-world
counterparts: the lack of personal face-to-face contact. Virtual exhibition halls and online
chat might be successful but cannot beat the ability to see, touch and play with a product or
shake hands with a potential business partner. As traditional shows involve more eff ort from,
and higher costs for, attendees, leads generated are more likely to turn into actual sales as less
serious shoppers are weeded out. Some virtual trade shows are trying to make their events
more realistic by using technologies that allow individuals to be represented by lifelike avatars
who can move and interact in a simulated world online. Another standard feature of traditional
exhibitions, the goodie bag of promotional items given out by exhibitors and organisers, is
also very important. DataWarehouse.com sends out gift s to a random sample of about
two-thirds of visitors half-way through each show.^36
In May 2012, the Belgian city of Ghent held its fi rst digital job exhibition. Th irty-three
companies with local plants or offi ces, such as Coca-Cola, Eandis, Volvo Group Belgium,
Innogenetics, attended this virtual experiment. On the website http://www.gentwerkt.be (‘Ghent
works’), a person looking for a new job could see three diff erent screens, representing three
halls, with the logos of the participating companies. By clicking on the logo, the visitor
entered the virtual stand. Via Skype and chat sessions the job hunter could have live contact
with the recruiter representing the company. Aft er one day, the fair had nearly 4000 virtual
visitors and more than 1000 CVs were posted.^37Obviously, exhibitions and trade fairs can be announced in advertising campaigns and on websites, or awareness
and interest can be created through press conferences, but, in the first place, exhibition and trade fair activities
should be well integrated into the direct marketing and personal selling efforts. Direct marketing can be used
to announce the fair to customers and stakeholders. Information collected at the fair can be ploughed into the
customer database and be used for more effective mailing campaigns or for better advertising and promotion. At
the trade fair, prospects can be identified and deals can be closed. It is an opportunity to invite loyal customers and
to build a stronger relationship with them. Exhibitions and fairs are also opportunities to hold press conferences and
organise corporate hospitality events. Prospects, identified through sales efforts and direct marketing campaigns,
can be invited to the fair for a more personal approach. In general, fairs and exhibitions can make direct marketing
and sales efforts more effective, and the latter can turn fairs and exhibitions into powerful tools by adequately
preparing for them.IMC INSIGHT
Integrating exhibitions and trade fairs in IMCM14_PELS3221_05_SE_C14.indd 475M14_PELS3221_05_SE_C14.indd 475 5/6/13 3:00 PM5/6/13 3:00 PM