New era of trade fairs?

Trade fairs are the oldest form of marketing. Despite its long history reaching ancient times, it has one disadvantage in comparison to other forms of marketing - it is almost impossible  for the exhibitor to measure if the trade fair was successful. Meanwhile TV has ratings or internet has click-through rate, success of trade fairs can be hardly evaluated, especially when it comes to tourism. However development in technologies and creative solutions brought new ways for trade fairs to be operated - that is virtual way.

Virtual trade fair can offer all the solutions and benefits for everyone involved in it: organisers, exhibitors and attendees.

Organisers have big reduction in operation costs in order to run the virtual fair, because venue, security or suppliers are no longer needed, transport costs are minimum, etc. What is more, it is easier to suggest many more solutions for exhibitors, like unique environment for their virtual stand, creative design and others.

Exhibitors can  finally evaluate the success, when the fair is online, because they can follow selling rate or click-through rate. One more huge advantage is operating 24/7, 365 days per year. There is no need to worry about the best time to expose your company. It can be exhibited all the time and accessible in as many languages as exhibitors want. Ways of presenting your company, service or travel destination are much wider than in actual trade fair like 3D tours and video showcases. Types of communication can be broader as well, from live video chats to virtual tour guides or email communication. What is more, costs are much lower for exhibitors too, their is no need to supply any equipment to particular venue or book any hotels.

Attendees benefit from virtual fairs in saving time and money too. Ability to access exhibitors' stands any time you want and explore their offers, services, websites or use wide ways of communication on your computer give invaluable experience of attending the virtual trade fair. In addition to that, it is easy to read some reviews and compare the exhibitors to other trade fairs immediately in the internet.

Virtual trade fairs bring everyone into new era of the trade fairs, where all the solutions are possible, time and money are saved and accessibility is unlimited.

Additional research was done to forecast the future of tourism trade fairs and findings show that the market of virtual trade fairs and conferences doubled from 2009 to 2011 and is expected to grow by 56% annually at least until to 2018.

(more detailed forecast can be found here: http://www.marketresearchmedia.com/?p=421)