This article is primarily meant for the event organizer. From an event organizer's point of view, the nice thing about a virtual fair is that it is open to interpretation. One person's virtual trade show might be another's exhibitor-listing or an interactive floor-plan, or vendor directory or just a webcast. It does not really matter. There is no right or wrong way to do it.
What matters is whether the format chosen helps further the goals of the event organizer. What matters is to keep it simple and not let your technology vendor make it into a massive project requiring a major investment of resources, ignoring the fact that your virtual show is simply a means to an end.
Your virtual show is to let your exhibitors and attendees know that you care about them after the tactile event is over. Your virtual show is to hand-hold the virtual participants until they have a tactile experience with the exhibitors' products and people. Your virtual show is to let them navigate the exhibit hall in whatever sequence they like. Your virtual show means giving your virtual participants the freedom to use their time wisely. Your virtual show means allowing the parent to attend the soccer game. Your virtual show means allowing the marketing professional to stay in touch with industry peers while caring for his dying father. Your virtual show is a considerate thing to do. It shows that the event organizer cares about the participant both onsite and online. Your virtual show might also be about lead-gathering. Your virtual show might also be about demonstrating ROI to the financial planning department.
Try some corporate introspection to know what your virtual show is really about. Ask yourself the question, "Why are we doing it?" Then tell your technology provider or event planner what you want. Not the other way around. Stay in control of your virtual show, and you stay in control of your brand. Otherwise you risk dilution of your brand. The kind of virtual show at which you display your logo sends a message to the world. Make sure it sends the right message.
