The virtual fairs are coming

UBM Asia Launches Virtual MBA Fair
The press release from UBM Asia has really set me thinking. I talked about it last week in Australia (thanks EEAA for your hospitality) and have been noticing that, 10 years after event organisers were panicking about the prospects of virtual trade fairs during Dotcom v1.0, there has been a real surge in events like this. Some of them (e.g. Red 7 Media's FolioShow and Expo Tech) have replaced existing real live events while others, such as this UBM announcement look like brand new, stand-alone events.

To me the technology is still pretty clunky and I don't like the Second Life style of the graphics some of the systems use, but that's probably just a symptom of my advancing years. It also seems unlikely that we'll see a wholesale draft from real life events to virtual shows but we are getting quite close to a tipping point where virtual events can take there place as part of the marketing mix, combining some of the convenience and cheapness of a web site with some of the interactivity of a real, face-to-face experiences.