Clever lead generation with a virtual showroom

Who doesn't know those eternally long landing pages? Where you first have to read through everything until you get to the main point. You have to scroll down for ages until you get to the information you were looking for. And then you can only download a freebie that only takes you so far. From a sales point of view, this makes sense. But is it user-friendly? That's where opinions differ!

What do you think of another type of “landing page”? Admittedly, it's not really a landing page. More like a different world. A virtual space. But it can have the same effect as a classic landing page. The only difference is that the user “has” to interact with the content. No stubborn reading! It looks much friendlier and the user can decide what is important to them. Offer the user an interactive, virtual showroom.

Is the virtual showroom the landing page of the future?

What is a virtual showroom 

A classic showroom is a room in which something is exhibited. Companies usually use showrooms to display their products, product series or services so that interested parties can take a look at them. It always looks better than when you see it in a catalog. “Disadvantage": A classic showroom is tied to a specific location. Prospective customers have to make the journey to get to the showroom.

A virtual showroom is basically the same, except that it is virtual. This means that the user does not have to come to your premises, but enters the virtual showroom via your website or your social media channels and can then take a virtual look around. There are dozens of ways in which you can implement such online events. If you need some inspiration, here are 6 examples of online events. Of course, the showroom must be designed in such a way that it arouses curiosity to explore it and it must collect leads. For example, display your products in 3D. This allows every user to get an idea of your products. You can do the same with services. Instead of a 3D model, show a short video that describes and shows your service.

Virtual events will become increasingly important for companies in the coming years in order to give your target group more opportunities to obtain information.

Where should you use a virtual world?

A virtual world doesn't necessarily have to be a one-off thing. Why not turn it into an experience? From our point of view, there are three ways to use virtual worlds as lead machines for customer acquisition.

1. In combination with a live trade fair appearance
2. As a year-round showroom
3. Seminars/workshops as a virtual event

All three options are ideal for attracting prospective customers and obtaining contact details.

What are the differences?

The differences are not that big. The decisive factor is: When and where do you want to use it? This is the basis for building your virtual world. A virtual space that runs parallel to the live trade fair (hybrid event) as an additional source of information is structured somewhat differently to a showroom that is available all year round.

A few more tips for setting up your virtual world:

• Make sure the user can find their way around immediately. The virtual showroom or virtual event must be intuitive to use.
• Don't overload the virtual world with information.
• Give the user several ways to obtain information with gated content, e.g. e-mail in exchange for a download, direct contact person, etc.

If you need specific examples, you will find an example for every virtual event here:

1. In combination with the trade fair appearance: Successful trade fair appearance by REWE Group
2. As a year-round showroom: Virtual showroom from the Catholic University
3. Virtual seminar: hybrid event from GIBof Applied Sciences NRW

How to collect leads with a virtual showroom 

You should not compare the virtual showroom with a classic showroom. Assume that you are not always present when someone is in the virtual world. So what to do? The virtual showroom must be structured in such a way that the user receives information with added value. However, if they want more details on a topic, you can offer them three optionsn

1. Receive the desired information in return for an e-mail address - Download
2. Direct contact with one of your employees - contact form
3. User writes an e-mail with their questions - direct personal contact

Tip: Never ask for contact details just to enter the showroom. This hurdle must be taken away from the user immediately. Allow free access to the virtual world. This will allow you to better filter the interests of the users later on, i.e. you will find out better what the users are giving you their contact details for:

• Are they more interested in topic A or topic B?

• Are downloads or videos better received?

Not everything has to be in exchange for contact data. Also offer the user free added value. Otherwise users will quickly leave.

To simplify matters, here is an example:

You are planning a live trade fair appearance in combination with a virtual event. You want to collect leads via the virtual event. The trade fair visitor has the opportunity to enter the virtual room and look around with the help of a touch screen. If they want more information, they have to enter their contact details. A link should be created here so that you can later see exactly what the trade fair visitor was interested in during the evaluation.

Of course, the virtual room should not only be accessible at your trade fair, but also for interested parties who cannot come to the trade fair.

How do users enter the virtual world? 

There are various ways to “lure” users into your virtual world. You don't have to do anything unusual. Simply use your usual channels. These can be email lists with interested parties, social media, cold and warm leads, etc.

Tip on social media: If you use Facebook or Instagram as a social media channel, make sure you also use the story function. The advantage of the story function is that, in addition to your followers and friends, those with whom you have been in contact via Facebook Messenger will also see your story. So even if he or she does not follow you on Facebook.

In addition to the free options, you can also advertise the virtual showroom via Google Ads or Facebook Ads. Just as is done with classic landing pages.

The future of online lead generation

Virtual concepts will become increasingly important in the future. Therefore, using a “virtual landing page” outside of your live trade fair presence is an ingenious and forward-looking opportunity to collect leads. Above all, it is different from what most people do; namely use landing pages!

Important: Never forget to integrate a double opt-in procedure when collecting leads.