...Head-to-Head: Two Schools of Thought in the Virtual Show World

“The traditional tradeshow will not be replaced by the virtual or online version. Tradeshows are based upon a basic need to physically interact, and that is just not going to happen in the virtual environment. What the virtual format does is extend the reach of the event. Traditional shows are three to five days and geographically focused. The virtual complement adds a worldwide appeal and offers exhibitors a much greater ability to drive traffic to the event or a site or a point of sale. The drawback [is] too many companies lose interest in the online section immediately after the show. Or they placed little emphasis on the creative or communications element viewing the site to be competitive to an existing site or temporary — like the show.”

— Brian M. Simons, VP of Sales and Marketing, EXM LLC