Save Water by Avoiding These Design and Installation Errors
To err is human. But that doesn’t mean some errors can’t be avoided. Irrigation mistakes often result in wasted water, and that reflects poorly on the industry.
Here are some of the most common missteps that can occur when designing and installing landscape irrigation systems.
#1. Mixing Sprinkler Head Types Within a Single Zone
Installing different types of irrigation heads within the same zone to operate at the same time is not a good idea. The precipitation / application rates of the various emitters used for rotors, sprays, bubblers, and drip systems are entirely different.
For instance, nozzles for rotor heads have a much lower IPH (inches per hour) rate than those for spray heads. So if you install a rotor head in a zone with spray heads, you’ll create a dry spot. Then, you’ll have to run this irrigation zone longer in order to apply enough water to cover the dry area, wasting both water and money.
#2. Setting the Same Running Times for All Zones
It’s important to program the irrigation controller so that the different zone types (rotor, spray, drip, etc.) have different running times. Again, because the precipitation rates differ for the various types of irrigation heads, the operating times should also be different. A zone with 0.20 IPH heads, for instance, will obviously need to run longer than an irrigation zone with 1.60 IPH heads.
Self-Assessment
According to the experts at Irrigation & Green Industry (IGIN) magazine, it’s a good idea for contractors to periodically assess their design and installation techniques in order to avoid irrigation mistakes. IGIN suggests asking yourself three questions:
Am I meeting — or exceeding – my customers’ expectations?
Am I doing so in such a way as to maximize my own profits?
Am I a responsible member of my community and setting a good example for the green industry?
Whenever the answer to any of these questions is “no,” it’s time to stop and reevaluate your methods.
#3. Failing to Achieve Head-to-Head Coverage
Regardless of whether you’re using sprays or rotors, all zones should provide head-to-head coverage. That means the maximum distance between heads/nozzles in each irrigation zone should match the nozzle manufacturer’s maximum throwing distance (10 feet, 15 feet, 25 feet, 35 feet, etc.) for that nozzle at your working pressure.
Do not attempt to increase the distance between heads in order to save on design, installation, operational or maintenance costs.
#4. Failing to Match Precipitation Rates
Some irrigation professionals incorrectly assume that they should use the same gallon per minute (GPM) nozzles in every head within a zone if they want to evenly water that area. Not so. There’s a reason system manufacturers produce so many different GPM nozzles.
By matching precipitation rates of the nozzles, you can save between 10 and 40 percent of the water used in any given zone. For instance, a rotor head that covers 1/3 of a circle should apply approximately 1/3 of the GPM as a rotor head in the same zone which covers a full circle. (For a more detailed explanation, see “Matched Precipitation Rates: Key to Water Efficiency.”)
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#5. Incorporating Planting Beds in the Same Zone as Grassy Areas
Improper zoning is one of the most common irrigation mistakes. Grassy areas should always be irrigated separately from shrub and planting beds. Almost all landscape plants have larger root systems than grass. This means they can exist on half of the amount of water that grass requires. Separate shrub/planting zones should be scheduled to irrigate more deeply but less often as turf zones.
#6. Neglecting to Install or Retrofit Rain Sensors
A rain sensor may be a contractor’s most valuable tool for reducing water waste. (After all, irrigation should always be regarded as a back-up for natural precipitation, not the other way around.)
Since most rain sensors can save between three and 15 percent of a system’s annual operating expenses, they generally pay for themselves in less than one season. In fact, these devices are so effective that, in several areas of the country, they are required on all new irrigation systems.
Plan Ahead to Promote Your Business During the Industry’s Showcase Month
July is Smart Irrigation Month — the irrigation industry’s showcase month.
So now’s the time to position your business as a leader in water-saving practices by promoting smart and efficient irrigation.
The Irrigation Association offers a plethora of resources to promote your business during Smart Irrigation Month. If you’ve never taken advantage of these marketing tools, you’re missing out on effective ways to enhance your brand.
Social Media Tools
The IA has created several customizable social media tools to help you promote smart irrigation throughout the month of July. Such as:
Social media cover photos for your company’s profile page on Twitter, Facebook or LinkedIn.
Landscape irrigation infographics and snippets for Twitter, Facebook or Instagram.
Articles on irrigation best practices to include in your company’s monthly blog or newsletter.
But there’s also a host of other ways to use the IA’s smart irrigation resources to market your business as a leader in water efficiency. Here are just a few:
Demonstrate your support for smart irrigation by using #smartirrigationmonth on all social media on Technology Tuesday, July 6, 2021.
Add the Smart Irrigation Month logo to your home page, company advertisements, customer presentations, field signs and invoices.
Submit a press release or letter to the editor of your local newspaper, outlining how your company practices smart irrigation.
Encourage your sales and marketing staff to participate in Smart Irrigation Month activities sponsored by dealers and distributors.
Host a live demonstration of water-saving irrigation technologies in the field or at your place of business.
Feature water-efficient products and services in your company’s displays, ads, promotions and product demos, prominently incorporating the Smart Irrigation Month logo.
Make smart irrigation the theme of sales calls.
Distribute awards to customers and/or business partners who promote water-efficient practices.
Defining and increasing the value of OIA in light of COVID
Trade shows returning
More utilization of online presence (example: PBS documentary article)
Partnering with other associations to offer discounted rates (for classes, etc.)
Survey companies to determine their needs
Virtual classes would provide more flexibility
Roundtable discussions
Advocacy Day
Set for November 16
Is it cost-effective? Does not appear to generate much publicity. Last time, only four signed up. Would be cheaper for individuals to pay for themselves, or for OIA to share sponsorship with another organization.
Paid $1,500 last time, with room for 20 individuals; made available to every OIA member at no cost.
Could encourage members who should attend but don’t necessarily volunteer to do so, by placing them on a committee.
Green industry live events for 21-22
GIE in Louisville
Irrigation Association
CENTS Show (MGIX) has been dying slowly over the years. Will check with Scott on ONLA board to see what plans are.
Marketing OIA
Benefits of utilizing local association
OIA still owns certification modules purchased from the IA
Training can serve as a fundraiser
Wolf Creek turning conference rooms into training and tech centers. All locations should be operational by end of this winter.
So far, seven paid memberships through PayPal
Difficulty attracting job applicants
Could we include menu item on website that would link to different employment resources (such as Ohio Means Jobs, university horticulture departments, Workable)
Display posters
As of May 23, $300 Ohio unemployment benefit stopped; must now report on job search.
Promote irrigation programs to technical colleges
Retention is also a problem, especially since training is required; appears to be very little loyalty in the landscape industry; need to do a better job of helping staff members want to stay where they are.
Good webinar topic; could put it together quickly.
Chris will handle scheduling
Tom will handle section about what OIA is willing to do about job posting
Need OIA member to be willing to volunteer to discuss their hiring and retention concerns; provide data to Tom, who will create PP presentation for webinar.
With increased cost of goods, OIA needs to help contractors build price protection into their bids.
“H20: The Molecule that Made Us” Documents the Human Relationship to Water
An amazing three-part PBS series which first aired in April of 2020 is now available for streaming. “H2O: The Molecule that Made Us” chronicles the human story through our relationship to water.
The three segments dramatically reveal how humankind’s affiliation with this simple molecule underpins every aspect of our existence. Here’s a clip of the series overview:
Note: Full episodes of this series are only available to stream through PBS Passport. (See box, below right.)
Episode 1: Pulse
The first episode explores the ways in which water has become the essential force behind all life.
What Is a PBS Passport?
PBS Passport is a member benefit for PBS donors, providing extended access to an on-demand library of public television programming.
Members who contribute annual gifts of $60 or more are eligible for the Passport benefit.
H20 has been at the heart of the human story since the very beginning, and this first segment illustrates why we as a species can no longer take water for granted.
Episode 2: Civilizations
The second episode reveals how our success as a species is intimately connected to our control of water.
However, with the establishment and growth of our various civilizations we have created a dangerous dependence on this precious resource.
Episode 3: Crisis
The final segment of this landmark series explores how Earth’s changing water cycle is reshaping everything. Water is being mined faster than it can be replaced, as the global agricultural industry converts the planet’s precious reserves into profit.
This episode also examines the deep roots that connect water security with various conflicts around the world. If we want to understand why our world is changing, we need only follow the water.
How Healthy, Irrigated Landscapes
Keep Our Planet Cool
Climate change is a hot topic (no pun intended) among green industry professionals right now. And it was the theme of this year’s National Lawn Care Month.
To help educate the public about the important role healthy lawns and landscapes play in mitigating the negative effects of climate change, the National Association of Landscape Professionals (NALP) has released a new video.
Check it out:
Caring for the Planet
The easiest way to sequester carbon is through photosynthesis. So the more plants, trees and grass, the more carbon is removed from the air — and the more oxygen is produced. In addition, proper landscaping – with trees that provide both windbreaks and shade — saves energy by keeping homes warm in winter and cool in summer.
According to Britt Wood, NALP CEO, many homeowners are unaware of the positive impact they can have simply by adding plants and trees to their landscape and maintaining a healthy lawn. To this end, smart irrigation systems can be a major component in an overall strategy to protect the planet. Not only does smart irrigation save precious water resources, but it helps ensure that residential landscapes remain strong and healthy, optimizing their carbon-sequestering capabilities.
Homeowner Tips
Carbon-Capturing Lawns
A 2018 study by a University of Wisconsin scientist reveals that lawns may act as a secret weapon against climate change. In an analysis of soil samples Dr. Carly Ziter found that the typical American lawn is more effective at capturing carbon than natural, untouched ecosystems.
She is unsure why this is so, but speculates that it could be due to lawn care practices (e.g., mowing). However, Dr. Ziter emphasized that her study only compared the soil of lawns and natural environments, not the plants that may capture carbon aboveground.
Therefore, the effectiveness of carbon-capturing soil could potentially be offset by the carbon emissions required to maintain the lawns with gas-powered equipment.
You can remind your customers of the important role they play in combatting climate change by offering them a few helpful tips:
Add more trees and shrubs to sequester carbon, produce oxygen and filter the air.
Plant in the right spots to block prevailing winds and provide your home with energy-saving shade.
Select plants that are appropriate to your particular climate and location. Incorporate hydrozones in your landscape design to maximize irrigation efficiency.
Keep your lawn and plants healthy to capture more carbon and effectively filter storm water. Take advantage of smart irrigation technology – including weather stations with ET controllers, soil-moisture sensors, rain and wind sensors — to ensure optimal health for your residential landscape. Homeowners who are serious about changing their impact on the planet should explore these innovations to reduce water usage, save money, and preserve our precious resources.
Switch to Electric
The Electric Power Research Institute claims that replacing half of our gas-powered lawn mowers with electric models would have the same emissions-reducing effect as removing two million vehicles from the road.
So your customers may wish to consider switching to an electric-powered mower. Not only are electric mowers better for the planet, but they also are quieter, easier to maneuver, and less costly to maintain.
However, because they require either a cord or a limited-capacity battery, they work best on flatter, smaller yards (one-half acre or less). Large or challenging terrains with dips and slopes still require gas-powered mowers for optimal results.
But that may change. As consumers continue to demand greener alternatives, electric mower technology will no doubt evolve to include more powerful units with advanced capabilities.
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Landscape contractors, also, are increasingly switching over to all-electric commercial-grade equipment. They find that electric equipment is cheaper to maintain and saves on time and labor, because workers are no longer stopping to refuel. And there’s no learning curve.
In addition, landscapers who’ve made the switch report that their customers have responded very favorably to the quieter motors and environmental benefits that the electric fleets offer.
Want More?
For additional resources regarding healthy landscapes and climate change, visit the NALP website.
Irrigation Apps Can Take Your Business
to the Next Level
Installing, inspecting, auditing, adjusting and repairing irrigation systems requires a lot of information processing. Mobile app technology will not only help manage it all, it can streamline your business.
Let’s take a look at a few of these tools, beginning with the most basic:
Smart Controller Apps
There are a myriad of mobile apps for programming, adjusting and testing smart irrigation systems.—one for just about every type of smart controller, in fact. And they’re easy to use.
Simply download the app of your preferred irrigation controller and you can access any system you’ve installed. Receive real-time alerts, flow data and other diagnostic information, so any issues can be resolved right away.
Especially for Landscapers
Are you a landscaper? Here are some of the most popular apps for streamlining both the business and the green side of your landscaping company.
Harvest Landscape Calculator – Simply enter in the length, width, and depth of the given property, and this app will calculate how much product you need to cover it.
Landscaper’s Companion– This handy reference guide provides information on thousands of plants, as well as digital images.
iScape – Let your customers see their new landscape digitally before you ever start digging. Create a design, then move around the various plants, trees, and hardscapes according to their desires.
Planimeter – This app works with GPS and Google Maps to accurately measure the perimeter, angle, area, and distance of a given environment.
And while each controller’s app is different, most allow you to update a schedule, add or remove watering zones, and monitor the system’s performance, without requiring a visit to the residence.
GIS Mapping
Geographic Information System (GIS) mapping integrates various types of data by analyzing spatial location and organizing it through maps and 3D imagery.
The ArcGIS platform, produced by Esri, is probably the most widely used application for GIS mapping. It’s the preferred tool for 84 federal agencies, as well as countless state and local entities, including the Ohio Department of Natural Resources.
This tool includes a functionality that transports desktop mapping onto the web, allowing irrigation technicians to access all GIS files via their smartphones. ArcGIS integrates with GPS so that infrastructure and system components can be located quickly and easily via turn-by-turn directions.
The result? A better organized team.
System Inspections
The GoCanvas inspection app can analyze the irrigation run schedule to determine if any changes should be made to the controller’s current, calculated and proposed schedules. After each analysis, a summary screen displays inspection results and calculations.
The app also allows you to capture before-and-after photos of repairs, document locations with integrated mapping, and provide details of issues encountered. Your customers will receive clear and concise communications.
Digital or PDF inspection forms and other documents can be stored in the GoCanvas Cloud.
Workflow Customization
Google-owned AppSheet allows users to create a customized app from a spreadsheet Technicians can access GPS, take pictures, and then upload to Google Suite. Workflows are then created by AppSheet using a designated list of jobs and adding photos as needed.
The tool allows you to automate workflows, which can then be emailed or saved as PDF documents. Can also be configured to send automatic alerts to customers.
Freebies!
As you can see, there are a ton of mobile apps available to irrigation professionals. But some of the best won’t cost you a dime. For instance:
Bosch Toolbox: This app lets you measure your jobsite, document (with photos, video, or notes), and export as needed.
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Milwaukee One-Key: Retain better control of your equipment and tools with this inventory and tracking app. Pairs with the TICK tracking device hidden on your equipment.
PlanGrid: Offers real-time access to drawings, punch lists, and other submittals via any mobile device. Eliminates the need for paper plans on site.
QuickBooks Time: No more paper time sheets or punch cards with this cloud-based time tracking and scheduling app.
And don’t forget about all the free weather apps (such as Accuweather, NOAA, and the Weather Channel) for up-to-the-minute forecasts and radar.
As an irrigation professional, fighting water waste is part of your job description. The EPA’s annual Fix a Leak Week is a great time for you to remind your customers of that.
Irrigation System Leaks
An irrigation system leak as small as 1/32nd of an inch (about the thickness of a dime) can waste around 6,300 gallons of water per month! So take time this month to remind your customers about the importance of a spring checkup. Residential irrigation systems should be inspected prior to startup to make sure the components haven’t been damaged by frost or freezing weather.
Are You WaterSense Certified?
Have you taken the time to become WaterSense certified? If not, why not?
Certification entitles you to exclusive benefits. Such as:
If you’re WaterSense certified(see sidebar at right), let your customers know that you’ve passed an EPA-recommended program specifically focused on water efficiency. Not only can you help identify and correct any irrigation system leaks, but you can also make sure their system is operating at peak performance.
More than 340 spray sprinkler bodies and almost 800 irrigation controllers have been certified by WaterSense as the most water-efficient products. You’ll want to carry a wide assortment of these products for your customers.
Other Household Leaks
Did you know that repairing a single leaky toilet can save up to 500 gallons of water a day? That’s the amount needed to fill the average backyard swimming pool.
By reminding your customers to check for leaky faucets and showerheads, and malfunctioning toilets, you’ll demonstrate that you’re serious about water efficiency.
Your customers can expect to save about 10 percent on their water bills simply by fixing minor household leaks. Here’s how:
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Pinpointing Leaks
Inform your customers of these simple ways to detect water leaks:
Take a look at your water usage during January or February. If it’s more than 12,000 gallons per month (for a family of four), you have some serious leaks.
Check your water meter before and after a two-hour period of no water usage. If the meter changes at all, you’ve probably got a leak.
To identify leaks in a toilet, place one drop of food coloring in the toilet tank. Wait 10 minutes, then check the bowl. If the color shows up, you have a leak.
Some Simple Fixes
Leaky toilets can often be fixed simply by replacing the flapper.
For most faucet leaks, simply replace old or worn faucet washers and gaskets.
Got a leaky showerhead? Use plumber’s tape to secure the connection between the fixture and the pipe stem.
Record Number of Homeowners Reside in HOA Communities
Did you know that 74 million Americans reside in communities with a homeowners association? Almost all new housing units built for sale are governed by HOAs.
According to the Community Associations Institute, today there are more than 351,000 HOA-governed communities across the country. That figure translates to about a 350 percent growth since their inception in the 1970s. And approximately 8,500 of those HOAs are located in Ohio.
With the reduction in commercial irrigation contracts due to the COVID pandemic, it’s time to focus on the residential market.
This makes 2021 a good year to branch out into installing and updating irrigation systems within HOAs, most of which still have healthy budgets for landscaping and irrigation.
HOA Irrigation Systems
Increasingly, HOA-governed communities are choosing smart irrigation systems to promote lush landscaping and increase curb appeal. Healthy, well-maintained landscaping within an HOA is not only a source of pride for residents, it also attracts prospective buyers.
About Training
Even though most HOA irrigation systems installed today utilize automated controllers, there is often at least one designated and trained individual who can also adjust the system manually, if necessary. Some irrigation contractors and manufacturers include this training in their pricing.
While some HOAs choose to have irrigation systems installed only at the community’s front entrance or around their common areas, plenty of others will select to have the entire property irrigated. Most HOA irrigation systems use municipal water, but some pull from source ponds or private wells.
The majority of today’s HOA sprinkler systems utilize automated controllers, but the older manual-style controllers are also still in use. Those associations that still use the “old timers” are good candidates for updating their systems with smart technology.
The most widely used sprinkler heads within HOAs are pop-ups, and they typically utilize only one type of delivery system—either sprays or rotors. Using more than one delivery device requires zone segregation for the different devices to ensure matched precipitation rates. The choice of device will depend on the size and slope of the property being watered.
Benefits for HOAs
A community-wide irrigation system that uses smart technology is a wise investment for HOAs. But it’s up to you to sell the board members on the many benefits. Such as:
Save money on municipal water bills for common areas. An old or poorly maintained irrigation system wastes both water and money. (Ever drive by an HOA-governed community on a rainy day and wonder why the sprinklers are running?) As water rates increase every year, water conservation becomes increasingly important to HOAs. In addition, many water utilities offer rebates for installing smart controllers and other water-efficient technology.
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Eliminate overwatering, which can lead to water damage, pest problems, standing water and fungal issues. According to the EPA, replacing a standard clock timer with a smart irrigation controller can save an average home nearly 7,600 gallons of water every year. And switching out older or conventional sprays and rotors with WaterSense-rated nozzles can cut water use by 30% or more. Other smart irrigation features, like soil-moisture sensors, rain sensors and weather stations, are also a good fit for most HOAs.
Ensure uniform coverage and eliminate underwatering, which can lead to unhealthy lawns and plants, weed encroachment, and bald patches.
Preserve soil nutrients by reducing runoff and erosion.
Accommodate the shape of common areas and meet the needs of a community’s specific space, plantings, local soil and sun exposure.
Increase home values.
Reduce HOA member complaints and increase member satisfaction with regard to landscapes.
Know Your Customer
Working with HOAs is not a hard sell. The challenge is in finding the best system for each property’s unique characteristics. For instance, you’ll need to determine the number of water-supply connection points, the number of controllers per connection point, whether a pump is needed, etc. To this end, it’s important to visit the property to conduct an in-depth inspection of both the landscape and any current sprinkler system.
Only with a thorough inspection will you be able to recommend the best system for a new installation or the best retrofits for an old irrigation system. Oftentimes the best option for an HOA’s needs is not the cheapest one. Your homeowners will want to know why. If you’ve conducted a rigorous analysis, you’ll be able to provide answers.
For HOA board members who are interested in learning more about all the advantages smart irrigation can offer their communities, the Irrigation Association offers a free downloadable resource, The Homeowner’s Guide to Landscape Irrigation.
What Can Irrigation Contractors Expect
in the Coming Year?
The COVID pandemic has adversely affected nearly every aspect of the U.S. economy. Looking forward, what can we expect in 2021, specifically for the landscape irrigation industry?
Many experts are anticipating a quiet year for the entire green industry. But while some segments of the industry are predicted to struggle in 2021, others are actually expected to grow.
A COVID Survivor
Compared to most other industries across the country, landscaping and irrigation services fared well throughout the first few hard months of the pandemic. As Americans started working remotely and generally staying home due to travel restrictions, they tended to spend their vacation funds on home-related projects, such as renovations or improving their outdoor space.
Abheek Dhawan is the vice president of Jobber, a home services automation platform. He recently stated that the green industry was hardest hit in mid-April of last year. But by June, Dhawan said, the demand for landscaping and irrigation services had returned to pre-pandemic levels.
Industry Segments Likely to Suffer
According to landscaper and podcast host Stanley Genadek, the 2021 outlook for two segments of the industry remains rather bleak: snow removal and commercial landscaping/irrigation.
The IA’S Take
on COVID-19
In its Framework for Economic Recovery, the national Irrigation Association has recognized that the COVID pandemic has seriously impacted commercial contracts for landscape irrigation:
“As many of our customers are not able to open their doors for their customers (hotels, resorts, etc.), future business, including the construction of new irrigation systems and retrofitting old irrigation technologies, are expected to significantly decrease.”
Many people don’t realize that snow removal is usually one of the most profitable and consistent segments of the green industry. But most landscapers who offer snow removal services will likely not find much work this winter. COVID has shut down many of their big customers, such as malls and movie theaters. Snow removal contractors may have to rely on residential accounts in order to survive the winter of 2021.
Likewise, commercial landscaping and irrigation contracts have also been hit particularly hard by the pandemic. Maintenance for hotels, airports and resorts has been drastically reduced because of the virtual shutdown in travel and tourism. This trend is expected to continue well into next year.
Another significant factor is the migration from offices to working remotely. Mark Bradley, CEO of landscaping software company LMN, speculates that office spaces “may not repopulate…for at least another five to ten years.” Until then, Bradley said, landscapers and irrigation contractors may not find the commercial segment to be financially sustainable for them.
Industry Segments Likely to Thrive
And now for the good news. The green industry segment with the brightest 2021 outlook is the one that remained strong in 2020 — the residential market.
With more American staying home, the residential landscaping segment has been booming. In fact, some contractors had more residential work than they can handle. The only problem for them has been receiving supplies in a timely manner.
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As work-from-home is expected to continue amid social distancing protocols, personal outdoor spaces will become increasingly important. Industry experts anticipate that homeowners will choose to increase their investments in landscaping and irrigation projects in the coming year.
Weathering the Storm
If 2020 has shown us anything, it’s that some economic recessions cannot be predicted (or prevented). So the best business advice for the coming year is simply: be flexible. Some irrigation contractors may have to shift segments in 2021. If your business has relied almost exclusively on commercial contracts, you may need to focus on the residential market.
This decision could require a significant investment in training and retooling. But that’s where the demand is expected to be in the coming year, so the expenditure would be well worth it.
This concept teaches us that survivors are those who maintain a healthy optimism while also embracing harsh reality. In other words, hope for the best while preparing for the worst.
Also, if snow removal typically represents a hefty portion of your income stream, you’ll want to consider pivoting to other market segments.
On the other hand, if your company is currently focused on individual residential contracts, 2021 may be a good year to branch out into homeowner associations. The pandemic has had little impact on the budgets of most HOAs— and landscaping still represents the largest portion of those budgets.
Overall, the green industry has proven to be quite resilient in the face of numerous COVID-related challenges. By remaining flexible, irrigation and landscaping contractors can continue to weather the storm throughout the coming year.
From Simple to Sophisticated, This Year’s
Trade Shows Have Gone Virtual
You log on to the trade show website at the designated time, where you’re greeted by Tony, a three-dimensional, fully animated avatar.
Tony provides you with a guided tour of the entire exposition center, including the auditorium, break-out discussion rooms, exhibit hall, virtual lounge, and information booth.
Welcome to the world of virtual trade shows, where real-time demonstrations and interactions are commonplace. While the COVID-19 pandemic has put the kibosh on in-person trade shows this year (including the 2020 Irrigation Show), virtual shows have stepped up to fill in the gap.
These shows offer numerous benefits: they can save both time and money, and they can extend a company’s global reach. But virtual events are not without their own challenges. For instance, they must present compelling content that will keep their audience continually engaged.
Here are a few things to keep in mind when sponsoring, exhibiting at, or attending a virtual show…
Sponsoring a Virtual Trade Show
The first question you need to ask yourself as a virtual trade show sponsor is: How sophisticated do I want my show to be? Virtual shows run the gamut from simple online interviews and basic webinars to second-generation avatars like Tony, who can move from booth to booth and event to event.
If you choose to go with the basic approach requiring no special technical platform, make sure your presentation materials are concise, engaging and memorable. Unlike in-person shows, virtual attendees can move on at the click of a button, so keep it short and sweet. Trim down your keynote speeches and webinars to make them more sharp and focused. Interaction is key, so be sure there’s some sort of online chat or Q and A function.
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At the other end of the spectrum, there’s a plethora of virtual event vendors who offer a wide range of capabilities. The most sophisticated platforms help create the same energy as a physical show, with 360-degree imaging and attendee-controlled avatars that move around the exhibit hall.
When selecting a platform, choose one that can be tailored to your specific needs. For example, is your primary goal to educate your attendees? Then you may want to focus on the “auditorium” section of the platform, where online classes and demonstrations are presented. If, on the other hand, product exhibition is your focus, try to provide multiple capabilities to the vendors—such as live chats with company reps and other attendees, guest speaker-hosted sessions, contact forms for lead capture and reporting, downloadable brochures and videos.
Networking is a key component of any trade show — virtual or otherwise. Which is why many vendors offer a virtual lounge for both standard and video chats.
As a sponsor or exhibitor, you can help facilitate networking by scheduling group chats or posting discussion topics.
Regardless of your approach, it’s best to combine both pre-recorded and live elements for your virtual show. For instance, you can string together pre-recorded clips with live introductions, or provide live break-out sessions following pre-recorded classes.
One final tip: Whichever format you choose, make sure the navigation is simple and easy to follow, to keep from losing your audience.
For Exhibitors and Attendees
Before you participate in a virtual trade show—especially as an exhibitor—you may wish to ask the show’s organizers a few questions, such as:
When was the show first launched? If it’s has been around for several years, it should already have established a following. On the other hand, if the virtual show is fresh out the gates, there would be no data to ascertain its success. But you’ll want to make sure these measures are put into place. (See Question 7, below.)
What is the cost to participate, and what does that include? Most trade show organizers offer exhibitors an online booth for posting videos, white papers and demos. They may also have live chat capability. Above all, make sure there’s a way to capture leads.
What are the show’s beginning and end dates? Typically a virtual show remains open for the same duration as the physical trade show, and then extends 30 to 60 days after the show. So it’s important to know if your participation fee is buying you 10 days or 60 days. Also, check into how long attendees will have access to your online exhibit. You’ll want to be able to update it to keep the information fresh.
How will the show be promoted? Both in-person and virtual shows require a strong promotional strategy in order to be successful. Show producers should use multiple promotional methods to reach previous in-person trade show attendees as well as other members of your target audience.
Is a demo available? Ask the show sponsors for a demo, so you can experience the look and feel of the virtual show just like the attendees and other exhibitors will. Also, if your staff is not familiar with the various virtual show features, will they have access to a tutorial?
Is there an emergency contact? Virtual trade shows require adequate technical support. Make sure you’re provided with contact information in the event of any problem, technical or otherwise.
What tracking and reporting mechanisms will be used? You’ll want detailed information about who attended the show, which booths they visited and for how long, which documents they downloaded, and what questions they asked.
Some Final Tips
When staffing your virtual booth, it’s important to select reps with strong digital communication skills, as well as product knowledge and relationship-building skills. Make sure the reps you choose can express themselves well in electronic communications and are comfortable with video conferencing.
Prospects love to hear from people like them. So make sure your virtual booth allows reps to share testimonials, unique facts and compelling statistics. Your message should cut through the clutter and prompt attendees to stay engaged.
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