Virtual fair

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A virtual fair or web fair is a fair that is not tied to a specific location. Despite the online format, it is often time-limited in order to achieve the interaction that is important for trade fairs. Virtual trade fairs that are permanently present online achieve interactions with the help of online live events, such as live chat days, webinars or interactive live streams. In addition to marketing events, virtual trade fairs are also used for other purposes: internal information events for large companies and virtual partner events are two prominent examples.

The goals of the exhibitors and visitors are the same as at a conventional trade fair. Visitors want to compare different providers and get an overview of the market. Exhibitors want to make their company better known and sell goods or services.

term

The term virtual trade fair includes all measures for the digital representation of an analog trade fair. An analog trade fair is understood to be a temporary and recurring marketing event for the presentation of goods and services in the economic sense. The online offer of the virtual trade fair is also limited in time with fixed schedules of events and programs. Selected offers may, however, be made available as a recording at a later date.

Differences to the conventional fair

When comparing virtual and conventional trade fairs, two points stand out. The conventional trade fair offers the opportunity for personal discussions on site. The virtual trade fair offers significant cost savings for both parties and also enables personal discussions over the Internet . Due to the online format, these discussions are often less intense than at a physical trade fair.

Communication via headset and webcam comes very close to a personal conversation. Modern platforms for virtual trade fairs allow precisely this direct live communication. However, it is recommended that the times of organized live events at virtual trade fairs also be limited in time, in order to achieve the highest possible degree of interaction.

The cost savings of the virtual fair for both the visitor and the exhibitor ensure an increase in the number of visitors. The exhibitor saves staff, the exhibition stand and giveaways or printed matter. Instead, only a virtual exhibition page (e.g. a virtual exhibition stand) and information material in digital form need to be created.

The visitor saves himself the trip to the trade fair and is more flexible in organizing appointments. You can participate directly from your desk or office at home.

Virtual career fair

Numerous virtual career fairs now take place in Germany every year. The participating companies are able to present their own company and to inform potential applicants about entry and career opportunities. In addition to career days, which are organized by individual companies, there is also the opportunity to take part in a career fair with several exhibitors. The target group of such fairs are mostly young professionals and graduates, but unlike physical career fairs, online events can also reach people with professional experience. As a rule, these are qualified workers who have a job but can basically imagine changing jobs. Such people do not attend physical career events, but prefer to use the most anonymous channels possible. Therefore, online career days and virtual recruiting events are particularly interesting for these target groups. In today's media age, trade fairs are also constantly changing. More and more virtual career fairs are now being offered. In addition to the career fairs, a number of virtual training fairs are held in Germany for prospective young professionals.

Augmented Reality at online trade fairs

The term Augmented Reality, or AR for short, describes the digital expansion of the physical world with virtual elements that are displayed interactively in real time. For this purpose, the displayed search field of the camera of a smartphone or tablet is overlaid with text, image, video or 3D model. Products and furniture can be digitally placed in the desired environment and inspected in real time from all sides. Thanks to this technology, exhibitors at the virtual trade fair can present their product range in a realistic and detailed manner. Before buying, visitors and customers have the opportunity to check whether the product meets their expectations by projecting it into their own four walls. Texture, material, original size and details can all be viewed and adjusted. The decisive advantage over a physical trade fair is the unlimited space in the virtual room. If the exhibitor places a catalog including the entire range on the digital counter, trade fair visitors can view each product individually in AR. At a real trade fair, the selection of products that can be presented realistically is spatially limited.

literature

Individual evidence

  1. ↑ Example of a virtual trade fair platform with live chat & breakout options
  2. ↑ Example of a permanent virtual trade fair with webinars
  3. ↑ Case study of a virtual information event (PDF; 2.0 MB)
  4. ↑ Further advantages and examples of virtual trade fairs
  5. ↑ Overview of virtual career fairs
  6. ↑ Example demonstration of an AR projection on the smartphone screen
  7. ↑ Example of an AR product presentation at the online trade fair