The good news is that we do not have to be afraid. Trade shows, while still certainly struggling under current economic conditions, appear not to have lost their basic value as a cost efficient, significant business opportunity. In fact, according to a 2010 CEIR Survey, 76% of attendees rate face-to-face interaction with potential vendors and suppliers very or extremely important in performing their job.

Also, according to BtoBonline, 94% say it is important or very important to be able to view online content after the event has occurred.

What does this mean from a marketing perspective? It means that the recent push for online/virtual events, as well as full-scale transitions from integrated marketing (including traditional tactics) to 100% digital marketing plans are not the end-all be-all of the modern trade show marketing campaign. However, virtual events are beginning to prove their worth as a driver for the live event.

So, how do we utilize a virtual event to drive attendance to the show? The first thing to understand is that the virtual event cannot (for now) exist as a stand-alone event. It MUST come as an extension of the live event. While IAEE research shows that 40% of virtual events aim to be self-sustaining, we also know that live content is the most popular content of virtual events. So, for now at least, it is up to show producers to capture enough engaging content to make people want to attend the virtual, and eventually the real event. Show floor interviews, product demos, and education sessions all make the list of engaging (and more importantly, desired) content.

The second important factor is the overall purpose of the virtual event. Some show producers make the mistake of promoting the technologically progressive nature of the event, as opposed to its actual value to the attendee. The event should be focused on what it can do for the participant, NOT about what it is doing for the trade association.

Ultimately, the physical, face-to-face interaction achieved at trade shows remains as one of the leading drivers of attendance. The virtual event, by nature, will never achieve the tactile stimulation of a live trade show. People experience trade shows with their five senses. They are able to see, touch, and experience what they are after, allowing them to make more educated business decisions.

Eliminating a physical event and converting to a virtual one at this point seems to be, frankly, a bad idea. Converting your marketing campaign to 100% digital is not be the best plan either. And please don’t ever think email is free.

Is the trade show industry progressing? Certainly. But it can’t escape essential business interaction – face to face, solidified with a handshake and a smile.

Say your show is eight weeks out and the attendees who have the right job titles and work for the right companies are committed. In other words, the buyers you would expect to see at your show plan on being at your show. Now is not the time to simply splash around in the shallow end. You’ve got eight weeks! Why not dive into the deep end of the prospect pool and really drive up your registration numbers! It’s a worthwhile exercise—not just for the sake of spreadsheets and statistics, but for the relevancy and longevity of your event.

One of our clients, the Hearth, Patio & Barbecue Association (HPBA), has been working on building their new prospect base for a few years now in an effort to attract fresh faces and evolve their annual HPBExpo as the leading indoor-outdoor living showcase. HPBExpo 2010 in Orlando took place last month and, for the third consecutive year, new prospect numbers increased. In addition to retailers and sales reps, HPBExpo is a draw for more and more home builders, remodelers and designers; propane retailers and other service providers; landscape architects and outdoor room specialists; and anyone who stands to benefit from having product knowledge of the very latest hearth appliances, grills, outdoor room features…you get the idea. While these new attendees may not all be direct buyers, they certainly have direct influence on consumers and end users—the very homeowners who will be purchasing their way to an indoor-outdoor lifestyle.

How did HPBExpo do it? Through direct and targeted marketing efforts, special promotions, advertisements in trade publications and regional outreach, they were able to find and attract new attendees. A good place to start is with the “drive in” audience—those who live/work within a 300 to 350 mile driving range of the event's location. The cost to this group would be minimal, especially if you offer them goodies like free exhibit passes, special webinars, education sessions focused on their business, etc. The possibilities are endless—you just have to jump in and start swimming. And don't be afraid to go after individuals. In today's world of social media and customizable marketing it's more about having a conversation with your audience, speaking to them directly instead of as part of a segment. It’s easy to do and the tools to do it are readily available.

Here's something to keep in mind: new attendees attract new exhibitors and new exhibitors keep your attendees coming back year after year. That's a tradeshow tidalwave you want to be caught in!