by Guy-Michael Homa

Created on: January 27, 2010   Last Updated: January 30, 2010

A Virtual Experience for Trade Shows and Business Expos

Market Introduction:

In March 1997, The Telecommunications Industry Association (TIA) designed an Electronic Market Place program available at all international trade shows.  This marketing program was designed to provide online virtual exhibitions.  TIA is a leading trade association (600 members) representing global information and communications technology (ICT) industries.  TIA is accredited by ANSI.  Their website is

http://www.tiaonline.org/index.cfm.

Small and large companies are recognizing the benefits of virtual trade shows and exhibitions.  Large corporations around the world are going the virtual marketing route to capture more business channels.  Companies are using virtual marketing to sell more efficiently, acquiring a wider range of leads with less cost.  Even virtual career fairs are becoming a more favored route to recruit talent.

According to Week magazine, mid-to-large size businesses spend over $550K USD annually on trade shows.  Current economic conditions have caused many to trim their budgets. Virtual exhibitions are viewed as a cost and time saving alternative to traditional trade show marketing endeavors.

Competitive synopsis - Nearly all competitors in the virtual exhibition market offer ‘online’ trade shows and expos as an alternative to conventional events.  Virtual exhibitions are positioned as cost effective and convenient alternative to traditional exhibitions.  Industry indicators suggest their popularity is gaining momentum among various industry sectors.  Primary reasons for the shift in popularity are ease of use, cost, and attraction of more qualified prospects.

Virtual Trade Show (VTS) explanation:

A Virtual Trade Show (VTS) takes the best ingredients a traditional (in person) trade show using the internet as a hosting platform.  A VTS is like an interactive electronic sales tool.  Unlike traditional shows, a VTS can provide the exhibitor and advertising tool that can interact with prospective customers’ 24-hours a day, 7-days a week up to an entire year.

A VTS offers additional benefits to the exhibitor as well as the visitors.  The logistic hassles of travel, accommodations and set-up are eliminated.  There is less time spent away from the office resulting in better productivity.

Virtual expo platforms are gaining popularity, but it is still a novelty to the masses. 

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