Out of necessity, virtual tradeshows skyrocketed in popularity early in the pandemic. This introduced new ways for healthcare IT companies to exhibit their products and network with potential customers.
In-person events are returning. Yet, healthcare IT tradeshow organizers and attendees continue to recognize the benefits virtual tradeshows offer. Specifically, the benefits of cost and convenience. This is particularly true for those delivering and seeking out educational information and CME.
Are these benefits strong enough to continue virtual experiences?
Not necessarily. A virtual exhibit hall does have detriments, for both attendees and exhibitors. For example, engagement is generally much lower. As a result, savvy product marketers must now choose between three tradeshow models:
- in-person
- virtual
- hybrid
Hybrid events are unique in that they combine in-person and virtual components.
The Benefits of a Hybrid Model
Virtual healthcare IT conferences seem to be going by the wayside. However, in-person events with virtual components are likely here to stay. This hybrid approach to tradeshow marketing offers the best of both worlds. It allows you to connect with both audiences:
- Those who plan to attend in-person
- Those who may not have the budget, time, or desire to travel
Virtual conferences provide a novel and flexible alternative for delivering educational content to target audiences. It’s true: virtual exhibits lacked attendance throughout the pandemic. But, virtual educational sessions—especially those offering CME credits—achieved the same (if not greater) attendance than pre-pandemic in-person models.
The increased accessibility of educational materials. Recorded webinars, podcasts, and other content were available both during and after a tradeshow event. Attendees had the flexibility to take in content on their own schedule.
Ultimately, this enabled them to consume more than they would have otherwise been able during a time-constrained event.
How to Make the Most Out of a Hybrid Model
A hybrid approach to tradeshow marketing offers the best of both worlds. It results in broader reach, across a larger audience, than a one-or-the-other approach could achieve.
However, this new model introduces new challenges for exhibitors. Marketing efforts and resources must now support in-person and virtual:
- booth design
- lead generation
- attendance
Follow these simple recommendations to maximize results in a hybrid model.
1) Align your approach. Supporting a hybrid tradeshow model requires coordinating efforts across both presences. This includes aligned messaging, product strategy, educational materials, and sales collateral. For example, leverage your in-person booth to drive people to educational information in your virtual booth.
2) Invest in pre-show lead generation for both models. Most exhibitors invest a lot of time and effort in advance of in-person tradeshows. The goal is to promote their attendance and book meetings and demos. The same should be true of virtual models. Cross-reference attendee lists with your CRM database. In doing so, you’ll identify who is attending in-person and who might otherwise be a good candidate for a virtual meeting.
3) Prioritize in-person interactions. Focus on high-value prospects, customers, and walk-by traffic for in-person interactions. Allocate a percentage of pre-scheduled demos and meetings to an online format. This maximizes the value of both models. It may also facilitate a smaller physical presence at the show. This reduces the costs associated with booth size, travel, equipment, etc.
4) Promote your virtual presence after the event. Most tradeshows offering virtual educational components make content available for after the event has ended. Put some extra effort into post-show marketing. You’ll extend the value of your virtual tradeshow investment by leveraging the buzz and excitement of the show. And, you’ll continue to encourage those you met with in person to visit your virtual booth.
5) Remember to follow up. Both in-person and virtual tradeshow models require sales and marketing teams to follow up after-the-fact to nurture and convert leads. Be sure to have a robust framework for both in-person and virtual leads that:
- qualifies them
- enters them into the CRM
- inserts them into the appropriate phase of your sales cycle
Taking a Hybrid Approach to Your Next Tradeshow
There are many pros and cons to weigh when choosing between in-person or virtual tradeshow attendance. A hybrid model combines the two, providing an approach that can increase your reach and extend the value of your marketing efforts for your upcoming tradeshows.
Do you need some help getting the most from your hybrid tradeshow efforts? Our team of product marketing experts can help you build a tradeshow strategy that leverages appropriate in-person and virtual elements based on your unique product, budget, and goals. Contact us to learn more.
