As we've all been learning over the past six months, modern times call for modern solutions. And technology companies are shifting to meet newfound demand, enabling organizations that conduct trade shows like Natural Products Expo to take the show floor experience and translate it to a virtual environment.
Using these savior platforms, brands can build their own virtual booths and connect with retailers, distributors, investors, influencers and others attending the virtual trade show, much like what would happen at an in-person event. The idea is simple, really, except we're not used to thinking outside of the four walls of a convention center.
"It's just like being at a show—being at your booth and waiting for someone to come by, but it's a virtual drive-by," says Steven Wangler, vice president of sales for The Good Crisp Company. The snack company will be participating in the Product Discovery Zone at Spark Change, which kicks off Aug. 26, 2020. Wangler has some experience "exhibiting" at recent distributor virtual shows and offered insights on ways to make the most of a virtual booth.
Like everything else in this new virtual world, it just takes a little experience to get used to doing things a different way. Here are four strategies to adhere to when setting up a virtual booth.
1. Focus on the visuals. The virtual booth is intended to give attendees an initial view of the brand. Exhibitors should make sure they have the most up-to-date product shots uploaded. If your brand has new product offerings or updated packaging, be sure to highlight that here. Brands should also upload their marketing materials and sales sheets (keeping them to 1-2 pages as PDF files) and make them impactful and targeted.
2. Be targeted. If the platform allows for it, select appropriate tags for your company type, attributes and categories to attract your target audience. This allows retailers and others to easily find the companies and types of products they're looking for.
3. Don't overload. Throughout the booth, brands should only include information they think would be of interest to a retailer. This should include details of what you're selling at the show but keep them succinct. "Don’t provide a 10-page sales deck because they won't go through that," Wangler advises.
4. Be responsive. When chats start to happen, exhibitors should respond right away. Wangler suggests connecting back with the platform 3-4 times per day to check messages.
These items might seem obvious, but everyone is a bit under a time crunch right now so the more preparation you can do now the better. "It's frustrating because you only have so much reach since you can't put the product in their hands," Wangler says. The virtual booth experience is what we have to work with for the time being, so hopefully these tips help to get exhibitors in a good place to show off their products.
For detailed instructions on setting up a virtual booth in the Product Discovery Zone at Spark Change, exhibitors can learn more by accessing the Exhibitor Service Kit.