“Virtual Trade Promotion” - a new e-learning module at the SIPPO Trade Promotion Academy

SIPPO TPA is SIPPO's comprehensive e-learning platform. With its continuing education offering, SIPPO supports its partner BSOs so that they can offer their customers, export-ready companies, high-quality export promotion services with up-to-date knowledge.

Digitalisation leads to more virtual events in trade promotion
Digitalization in trade promotion has been steadily increasing in recent years. This trend was accelerated during the COVID-19 pandemic due to social distancing protocols and the cancellation or postponement of physical events. Suddenly, BSOs and their small and medium-sized enterprise (SME) members were faced with the challenge of tapping into the virtual space. Surprisingly, this seems to have been successful - at least for some.

While social distancing is mostly in the past, virtual trade promotion appears to be still on the rise. Virtual events are increasingly becoming a part of the matchmaking ecosystem, whether fully digital or hybrid. More and more, they are becoming a valid alternative for business development organizations when offering matchmaking services to their member companies in specific sectors. So BSO employees need to prepare to adapt and innovate their service portfolio regarding matchmaking!

What exactly is a virtual trade promotion event?
A virtual trade promotion event is an online version of a conventional trade show where people meet face-to-face and goods and services of a specific industry are presented. It offers participants the opportunity to network, meet new suppliers and buyers, and establish business contacts. It also allows BSO and its member companies to tap into new global markets.

Virtual trade promotion can happen in fully digital or hybrid formats. A fully digital trade promotion event takes place for a limited period of time in an online environment. A so-called hybrid event consists of both a face-to-face event and an online event. Participants can choose to attend on-site events, virtual events, or hybrid events.

What will you learn in TPA’s latest module?
This new e-learning course consists of 3 sub-modules:

• By the end of Module 1, learners (especially BSOs) will understand the extent and importance of virtual trade promotion and how it impacts the delivery of services to their member companies. BSOs will be able to more easily identify the elements that ensure successful delivery of virtual trade promotion events. They will also assess which types of virtual trade promotion events are best suited to support their member companies.
• At the end of Module 2a and 2b, learners will be able to effectively organize their participation in a virtual trade show and/or matchmaking event on a virtual business-to-business platform. To do this, they will learn about 4 critical steps: concept creation, preparation and planning, execution, and evaluation and follow-up.

For more information go directly to www.tradepromotionacademy.org and register for free!