On May 21, Nielsen Business Media’s PDN (Photo District News) magazine launched a virtual trade show called the “PDN Photographers’ Virtual Trade Show”. PDN serves the professional photography market and is affiliated with Nielsen’s PhotoPlus Expo held at Javits Center in NYC each November.
The PDN Virtual Trade Show featured several innovations according to Eric Biener, Nielsen’s Vice President of Business Development. The event consisted of two separate days of educational programming leading into Father’s Day which is a major selling season for photographic equipment. PDN also established a relationship with B&H Photo, a major retailer of photographic equipment who was positioned as a sponsor and the event’s ecommerce partner. Each booth on the virtual tradeshow floor featured a “Buy it now” button that linked attendees to the B&H Photo ecommerce site where purchases of equipment viewed at a virtual booth could be made. The virtual event site will be live for 6 months.
Event Positioning: The PDN Photographers’ Virtual Trade Show is a FREE online trade show for professional and advanced amateur photographers. While on the site you will have the opportunity to visit virtual booths, receive personal attention, discover and buy the latest equipment and participate in webcast panel discussions and presentations online—all from the comfort of your home or office.
Conference Programming: On May 21 four conference sessions were held including – The Rise of the Combo Camera, The Perfect Print, Creative Lighting, and Cutting Edge Portrait Photography. In June, a second series of conference sessions were held featuring information on specific products offered by exhibitors and sponsors.
The event featured thirty exhibitors and sponsors who each paid between five to ten thousand dollars (based on their sponsorship level) to participate in the event.
Registration for the virtual event was robust with over 13,000 attendees registering for the event.