We're not ready to host a full-scale virtual event immediately, but given this crisis, we may want to dip our toes into the water soon. How can we start exploring this concept?

You're wise to begin your virtual exploration with a dip, as opposed to a plunge. That's because while many live trade show objectives can also be met via virtual events, they're still two different animals that require unique development, strategizing, promotions, etc. Plus, just as your company might not be ready for the deep end, your target market may not be eager to jump into that pond either.

So the most important step you'll take toward generating any kind of virtual presence is to ascertain the interest and skill level of your current audience. While people in some high-tech or electronic-related industries take to virtual events like Labradors do water, those from other industries – construction, heavy equipment, farming, etc. – rarely even dabble in social media much less frequent the virtual world. That's not to say that the latter audience can't partake in online experiences, but you'll need to include robust tutorials and instructions in your pre-event marketing efforts.

Thus, to make sure your proposed program matches customers' needs, talk to your clients and prospects about their comfort levels with virtual events and their interests in any proposed activity your company is considering. Also, ask for suggestions regarding what types of virtual events they'd most like to attend and what content they want included, and for examples of successful strategies they have experienced. If this type of audience survey doesn't give you a clear direction, consider the following virtual tactics, which can meet many marketing objectives and generate leads of their own, yet they don't require a long-term commitment or massive cash outlay.

Virtual Booth
Rather than creating a stand-alone virtual experience, develop an online extension of your typical trade show exhibit. More likely than not, many of your customers and prospects haven't seen your latest booth in person, even when the industry was in full swing. So tap into that stay-at-home market with a virtual exhibit that offers these people a trade show experience, minus the travel headaches.

A virtual-event provider can assist you in developing this experience for a relatively minimal cost, and you can integrate myriad components, including interactive product diagrams and/or catalogs, in-depth product-installation sessions not offered in the live booth, and videos of product demonstrations and presentations. And of course, recreate some of the one-on-one meetings and group conversations that attendees normally had in the booth in the online accompaniment. To facilitate this, "staff" your booth with a live person to answer attendee questions, pose queries for visitors, and attempt to engage them in interactive chat sessions. This kind of virtual exhibit is a great way to extend your presence to a whole different audience.

Theater-Style Presentation
Just as you might host a theater-style presentation in your physical trade show booth, you can create an interactive large-group presentation in the virtual world. Your theater could include streaming video of a live presenter and the ability for online attendees to interact with him or her, along with other members of the audience. Just as with an in-booth presentation, this option could have a specific start time, at which point all members of the audience would join the virtual experience. But it could also have an open-ended finish time, allowing attendees to ask questions at the end of the session.

This option allows your company to disseminate product or industry information – or specific knowledge on countless topics that interest your audience. In the process, it generates company awareness and fosters connections between your firm and your target market.

VIP Experience
VIPs love a little extra attention. So what better way to stroke their egos than to generate virtual offerings just for them? This VIP experience could include everything from a series of one-on-one discussions with your CEO or product engineers to a special sneak peek of new products. Or, you could develop a series of C-level educational sessions hosted by your company's top brass or big names in the industry.

Another option is to include VIP content in other virtual experiences. For example, you could add VIP areas to a virtual booth or provide special C-level presentations in a theater. By offering access to exclusive content and elusive speakers, VIPs would likely form deeper connections with your company while you further establish it as a thought leader. What's more, by merely mentioning the event's exclusivity, you're likely to guarantee a good turnout.

Job Fair
Granted, a job fair isn't exactly a stellar marketing opportunity. But by creating a virtual job fair you can experiment with some tactics, test your skills, and simply try on the concept with very little risk of failure. After all, even if you suffer a misstep, potential new hires, not customers and prospects, will be the only ones to witness your stumble.

Play around with tactics you might use in more typical virtual events, such as presentations, live streaming, videos, etc., to create an applicant-resource site and online job board. Offer virtual chat sessions with recruiters or even initial live-streaming interviews. The idea here is merely to play around a bit to figure out what works best for your own skill set without having your target market witness the test drive.

As you can see, there are countless ways to integrate virtual events. So dabble, experiment, and test the waters. Talk with a virtual-event provider to see if it has scalable solutions, as many offer software licenses for everything from an intimate one-day show to a perpetual year-round open marketplace. Armed with this information, you can surely dip your toes in the pond without getting soaked.