Nortel's Virtual Trade Show

This Marketing Sherpa case study outlines the elements of Nortel's recent virtual trade show and hails it as a success and an example for vendors who are looking to expand on the content and information exchange capabilities of webinars.

Participants have the opportunity to invite other virtual-show-goers to engage in a private conversation during this all day event. As expected, according to the case study, the show's success was dependent on the delivery of meaningful content to its participants.

I may be old fashioned, but I still believe that there is no substitute for the in-person interaction that is made possible by real trade shows when it comes to gleaning information on potential vendors, partners and customers. Back in the day, when I was with USA Network, I engaged in what is now known as customer relationship management while strolling down the Atlantic City boardwalk with affilites.

On the other hand, I remember when the entire affiliate relations team flew down to New Orleans for a five hour seminar on cable industry re-regulation at a total cost of over $7,000. Would have been nice as a webinar.