Ingram swaps physical expotech show with virtual event

Ingram swaps physical expotech show with virtual event

Distributor's virtual expotech offering to be complemented by targeted regional and state-based events in 2010

Ingram Micro has overhauled its partner programs calendar and will launch a virtual vendor showcase to replace its national expotech tradeshow in 2010.

The Web-based portal will be supported by a new collection of targeted partner events and regional initiatives.

Unveiled at an event in Sydney, virtual expotech will provide Ingram’s vendor partners with a 3D online exhibition hall to display their latest products as well as interact with resellers. Features include live webinar sessions, video and audio-based content at the stands, online dialogue and live chats between vendors and attendees, and the latest product information.

The portal can also be used to outline new promotions, product catalogues and news items.

Virtual expotech is expected to go live in March 2010 and will be hosted online for the rest of the year. There will be four types of stands available based on Platinum, Gold, Silver and Bronze sponsorships. The portal will sit separately to Ingram’s TechLink partner purchasing system.

Virtual expotech will be supported by a calendar of 86 events across the country next year. Branded under the SMART (Success, Motivation, Achievement, Results and Technology) moniker, initiatives range from golf days and social networking opportunities, through to technical demonstrations and sales training, regional mini-expos and partner reward trips such as the recent Kokoda trail experience. These will be available in both consumer and channel streams.

Speaking at the launch event, Ingram commercial and marketing director, John Walters, said the SMART series and virtual expotech provided an integrated, complementary set of partner events which would increase the distributor’s touch into the channel.

He also highlighted virtual expotech as a global first.

“Our 12-month aim is to provide increased coverage of the channel and better ROI for our vendors partners in 2010,” he said.

What was also apparent was that the traditional tradeshow approach was in decline, Walters said.

Over all expotech events in 2009, attendance figures were down 22 per cent year-on-year, while vendor participation dropped by 18 per cent. Virtual expotech would also allow resellers to check in with vendors when it suited them, instead of having to make time to get to a physical event.

“Expotech is a good event and has had good attendance, but the traditional tradeshow is slowing down and is on the back of the wave... We wanted to show distribution leadership and get on the front,” Walters said.

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