CHINA - B2B media company, Global Sources, will launch 60 digital tradeshows over the next 12 months to complement its face-to-face portfolio of events promoting trade relationships with China.
The first digital show is expected to launch in April 2011 in conjunction with the Hong Kong series of China Sourcing Fairs. Other digital shows will tie into the company’s existing 60 face-to-face events stretching across six cities including Hong Kong, Singapore, Mumbai, Miami, Johannesburg and Dubai.
Each digital show will incorporate exhibitor booths and products, online communication tools to link visitors and exhibitors, video interviews with exhibitors and editorial coverage of the show. According to Global Sources chairman and CEO Merle A. Hinrich, they will help increase renewal rates, attract new exhibitors and generate additional revenue.
“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,” he said. “We believe we can reach a much broader buyer community during and after each physical show.”
Global Sources said exhibitors will also receive inquiries and other leads through online before, during and after the show. The company pointed to recent exhibitor research, where many respondents claimed to see significant potential from integrating face-to-face and digital marketing plans. Several of those surveyed also plan to boost digital marketing initiatives.
“We view our digital tradeshows as a breakthrough initiative that extends our position of providing the market’s broadest and most integrated multi-channel export marketing platform,” Hinrich said. “Unlike online-only or tradeshow-only operators, our multi-channel offering addresses buyers’ needs at all stages of the buying process – and gives them the choice of how, when and where they wish to consume sourcing content and engage with export suppliers.”
A recent survey by the Centre for Exhibition Industry Research reported virtual events were a good complement, rather than replacement, for face-to-face events.
