Both Nielsen Expositions’ Outdoor Retailer and Asia-based Global Sources, which organizes a series of China Sourcing Fairs, have decided to take a chance on virtual events.
Nielsen’s Outdoor Retailer Virtual Design Center Live, the first in a series of interactive conferences, was held Dec. 7 and attended by more than 200 designers, developers and suppliers.
“The industry’s positive feedback and participation in the VDC is exciting and encouraging,” said Kenji Haroutunian, Outdoor Retailer’s show director.
He added, “In a culture where webcasting, social media, video streaming and online research and ordering are becoming an integral part of how we do business, an event focused on the supply chain and sustainable business is a natural complement to the product and social interaction attendees experience at our semiannual trade shows.”
The virtual event drew worldwide participation, as attendees took part in interactive webinars, checked out virtual booths and discussed “Sustainability through Design”, according to show organizers.
In the weeks following the online event, more than 400 unique users have signed on to access conference archives and virtual booths. The event has attracted users from more than 25 countries, including Brazil, China, Israel, Kenya, New Zealand and Russia.
Global Sources also has decided to place a bet on virtual events, with plans to launch the first one in April, in conjunction with the company’s Hong Kong series of China Sourcing Fairs.
The roll out of the digital shows is scheduled to continue throughout the year and encompass Global Sources’ complete lineup of more than 60 face-to-face sourcing shows in six cities.
“Each of the digital shows will be a companion to its face-to-face version, with the objective of adding significant value to both buyers and exhibitors,” said Merle A. Hinrichs, Global Sources’ chairman and CEO.
He added, “We believe we can reach a much broader buyer community during and after each physical show. In addition, we expect to increase renewal rates, attract new exhibitors and generate new revenue streams.”
At the virtual events, buyers will be able to view booths and products, as well as communicate with suppliers through various channels, combined with access to video interviews of exhibitors and other editorial coverage of the show.
Exhibitors also will find value by taking part in the virtual event, according to show organizers, with more possibilities to generate leads during and after a show.
In 1996, Global Sources launched Global Sources Online, the industry’s first online business-to-business marketplace, show organizers added. Virtual events are a natural extension of the company’s overall strategy to integrate traditional, face-to-face and online media, Hinrichs said.
“We view our digital trade shows as a breakthrough initiative that extends our position of providing the market’s broadest and most integrated multi-channel export marketing platform,” he added.
