So to get in first, here's my view:

"Virtual Tradeshows" that rely on exhibitors/booths to draw in traffic are IMO often little more than online directories with an appalling site navigation system bolted on the front - they miss the entire point of a trade show, which is to meet people face-to-face and eyeball/touch/taste/smell their products.

But, they also miss the entire point of the internet as well.

When I want to use the internet to find companies or products I want to do so on a site with a quick, easy indexing system with flexible search options. Forcing a tradeshow metaphor and 3-D virtual-booth based navigation onto an online directory is totally insane - it's like Amazon.com replacing its "search" function with a linear graphical display featuring just the spines of all the books in the world - yes, it would make it look more like a "real world" bookshop, but would also throw away all the advantages of the online medium at the same time!

Those online "events" that do work (for me) major on interactivity, using online-specific tools like discussion forums and blogs, have rich content available on-demand in multiple formats - from downloads to video webinars. They are however something quite different - and complementary - to a physical tradeshow, with different benefits and features.

If you are doing an "event" online you should be exploiting the advantages of the online medium, rather than trying to hamstring that medium in order to give a look and feel of something quite different.

This isn't to say that there is no competition between the two formats - and I'd actually include a third, "online sourcing" through properly designed and managed directories as another alternative - but each will be best suited to specific industries and products.

Commoditized items favour online directories. Things that need to be seen - or where the buyer needs to meet the seller - will work at traditional trade shows. Industries where online-savvy people want to exchange ideas globally will suit online (interactive) tradeshows. Fairly simple really...

But I don't see many sectors where someone not web-savvy enough to type into the search box on Google will be happy to spend hours clicking through a 3-D representation of an exhibition hall, just so they can eventually see pictures of products and maybe send an email to the manufacturer or supplier.

See original posting here.