A success factor framework proposition for virtual trade shows

Abstract

Accelerated by the outbreak of the COVID-19 pandemic and corresponding restrictions on gatherings, virtual trade shows gained importance and attention. This thesis aimed to expand the understanding of the success factors of physical and virtual trade shows. Therefore, a success factor framework for physical trade shows was created using existing insights from the literature. In-depth interviews were then conducted with professionals for the framework’s validation and transfer into the virtual environment. These professionals were from different companies and industries and had already gained initial experiences with virtual trade shows in B2B. The conceptual framework for physical trade shows comprises the success factor categories strategic management, sales and promotion, booth personnel, and booth design and experience. The findings revealed that most of these success factors were valid for their virtual counterpart. For the latter, however, further factors must be considered. In addition to the technical stability and user-friendliness of the event platform and digital competencies on both the exhibitor and trade show organization side, a fundamental understanding of expectations toward and behavior in virtual environments is crucial. Content must contain additional value compared to the information on the exhibitor’s website, and its availability should reach beyond the tradi-tional event schedule. Visitors seem to expect a certain channel for interaction, too. Finally, due to the ongoing development of different virtual trade show concepts, exhibitors and trade show organizations might benefit from cooperating in planning such an event.