Virtual Trade Shows – Two Successes with Two Different Approaches

Bringup the words “virtual trade show” around many in our industry and eyes start to roll. You’re even likely to get the cold shoulder here and there. At least one person will emphatically state, “virtual shows will never replace face-to-face events.”

But two organizations have embraced virtual trade shows, while taking two very different approaches.

The International Wireless Communications Expo (IWCE) uses their virtual trade show as a marketing tool for their real world event. The virtual show, held almost four months prior to their real world show, gives attendees a preview of their live event.

Stacey Orlick, event and content director for IWCE and Urgent Communications, said that their virtual tradeshow “gives people a taste of wha tthey would get at the live event.”

Stephanie McCall, brand director for IWCE and IWCE Urgent Communications, added, “We wanted to keep the conversations going more than one event a year.”

Utherverse, a company that creates 3-D virtual environments for live entertainment, online dating, charitable events, business opportunities and education; created a virtual-only B2B trade show for the virtual world industry.

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