When one looks into the real world application of virtual trade shows by businesses, a different picture is painted to that supplied to us via the academic perspective. There appears to be little desire to adopt this approach in the real world. Reed Exhibitions CEO and chairman Mike Rusbridge comments on virtual trade shows explaining that the internet is becoming an important platform for interacting with their customers, however he specifically says this is not in the form of online trade shows. (Exhibition News, 2013) He continues to say that they are offering additional services using the internet, such as appointment setting systems and interactive content directories. This suggests that perhaps they are utilising the internet at their trade shows to enrich the experience before, during and after the event. Nevertheless this CEO has expressly said that they are not "believers in the concept of virtual trade shows."
Trade Show News Network (2010) have also commented on the concept of virtual trade shows also showing an apparent dislike of the idea of virtual trade shows replacing the 'real thing'. They recognise the use of using virtual events, to a degree, highlighting how they can be useful for pre-show marketing however purely as a facilitator and enhancer to the event, not a replacement.
These comments from industry insiders lets us draw the conclusion that adoption of the virtual trade show is not being planned for the near future, rather an amalgamation of sorts combining aspects of the internet within a real world event. It would appear that despite our affection of technology and the internet, we are not yet ready to leave been the opportunities for face to face interaction and first hand experiences.
Further posts in this blog will look towards the ways the internet is being used at events to enhance user experience as discussed above.
References
TSNN. (2010) The future of trade shows, are we really doomed?. [Online] Available at: http://www.tsnn.com/news-blogs/future-trade-shows-are-we-really-doomed (Date Accessed: 23rd April 2013)
Exhibition News. (2013) Reed chairman dismisses future of virtual trade shows. [Online]. Available at: http://www.exhibitionnews.co.uk/newsdetails/2858/reed-chairman-dismisses-future-of-virtual-trade-shows (Date Accessed: 23rd April 2013)
I think there is a lot to be said for the real event. You cant create an atmosphere online. Too many senses being neglected
ReplyDeleteThanks for sharing this great content. It is really informative and useful.
ReplyDelete