Secrets of the Virtual Workshop

Don’t lose value just because the medium has changed

By Jordan Wiklund

Many businesses, entrepreneurs and teachers have had to pivot in once unimaginable ways this year to get their messages across; whether they’re accustomed to the showroom floor or a classroom full of eager listeners, switching to nearly 100 percent virtual learning has been as frustrating (and downright weird) as it has for those walking the aisles or attending the classes.

Nonetheless, opportunities abound and business moves forward. And for many VISION goers, the two go hand-in-hand; some teach. Some listen. And many do both.

“There are some great benefits to virtual,” says Marlys Arnold, teaching and exhibitor extraordinaire, founder of The Exhibit Academy and TradeShowInsights.com, “and virtual levels the playing field.

Arnold has been at the forefront of both floor and classroom learning strategies and tips for over 20 years. Like many entrepreneurs, she saw what many individuals or businesses did in public marketing/teaching capacities and thought, I can do better. She began teaching workshops about how to best connect with audiences and her business grew from there. From regional flower and bridal shows to national organizations in the supply chain, equipment, manufacturing and tech, food industry, medical, B2B, B2C  industries and more, Arnold has now done it all and established a vibrant business and name for herself. And some of the advantages of virtual learning, she says, can’t be overlooked.

“For smaller vendors or entrepreneurs, virtual is great—a 10 x 10 booth next to an island all looks the same online. You’re also not bound by time and space—quite literally, there is no box. But you can still think outside of one, so what can you do? What fun activities can you include in your virtual booth? Take advantage of that opportunity.

Arnold says staid thinking is the No. 1 enemy of a dynamic virtual experience. Many take the approach of doing it the same way they always have before, but how often does that work in business?

“Many don’t update or upgrade the strategy and the process for what they’re trying to accomplish,” she says. “Now that we’ve shifted to virtual, many exhibitors are frozen because they can’t translate from the physical space to the virtual. The virtual space has more or less been around for about a decade, but it took the pandemic to really kick start some much-needed updates and changes.

Arnold says you can still create a participatory experience to make the audience feel like they’re a part of the action.

“You have to get people engaged and excited,” she says, “and you have to provide FOMO”—that is, Fear of Missing Out—“way in advance so by the time the show happens, people are already invested.

Arnold knows that creating a great virtual experience will never replace the physical, real-world one. Still, it’s more than possible to create a memorable experience, make valuable connections and move business forward—for many, it’s not an option. It’s an imperative.

“You can still have those serendipitous meet-ups that may change your business or your life. Take the mindset of wondering who you might meet, and then get in and participate. Take advantage of the available opportunities to network.

Arnold is hopeful that the skills that businesses, vendors and teachers learn during the pandemic will carry through long afterward. It’s never a bad idea to have a virtual skill set up your sleeve, and the ability to meet people in person and possibly invite them to an “exclusive” webinar or virtual meeting the weekend of the show will offer even more possibilities.

“With virtual, you need to make sure people still have the feeling that I can’t miss this,” Arnold says, especially because many presentations are available on demand afterward; in other words, what can you present live that will be missed afterward? What value can be gained by attending?

“More than anything, give people a reason to be there,” Arnold says.

“Many of the strategies online are the same as in the real world—hype the event, make it interactive and master your media, and conduct thorough follow-up.

The virtual space is still seen as a barrier. As both an attendee and a teacher, ensure your ability to smash that barrier to dust. And for more help, ideas or strategies, contact Arnold at TradeShowInsights.com.