Ralph Ianuzzi, Jr., Director of IVTS, (who successfully managed hundreds of Trade shows as the President of H.A. Bruno, Inc. and as Executive Chairman, Blenheim Group USA, responsible for mergers and acquisitions) envisioned how the internet could grow brick and mortar trade show revenues.

Simultaneously, in 1997, IVTS (Internet Virtual Trade Shows.com, Inc.) was building a software application to mirror the brick and mortar event, and become an adjunct that would both support the brick and mortar, event as well as, increase overall show revenues and profits.

"Virtual Expo Builder" was created and market tested over the next three years. Included in the market research, IVTS, using "Virtual Expo Builder" created a virtual trade show portal, consisting of 8,000 exhibitors in over 60 industry specific markets. IVTS worked with a market research company that databased & monitored the results. Sixty-four generic trade shows, from Aerospace & Aviation, to Woodworking ,were created ,and over 12,000 potential exhibitors were called and invited to participate in these shows. Eight thousand of those companies agreed to participate.

The next step was to drive industry specific traffic to the site. A sponsorship and advertising campaign was implemented and over 1,000,000 business-to-business buyers came to the site. Out of the visitors, 10,000 users registered on the site and their activity was monitored using the "Virtual Expo Builder" tracking module. Through interviews with the attendees, we determined that the critical point of satisfaction was the simplicity and ease of use of the user-interface. Additional points of attendee satisfaction were the ability to seamlessly search through the database to get information, interact with exhibitors and consummate transactions. Each attendee spent an average of thirty-seven minutes in the IVTS beta portal, attended eight different shows and visited twelve virtual exhibitor booths.

The next phase of the IVTS test was to determine the viability of selling virtual exhibitor booth space. Although IVTS had no brand identity in any of the virtual shows, and no established customer database, five sales representatives were hired, given a scripted presentation and contacted approximately two-thousand of the exhibitors. Sales letters and contracts were created and several price points were tested. Two hundred exhibitors (a 10% conversion rate) were sold. Although virtually all potential exhibitors were impressed with the concept, there were two major issues that impacted the conversion rate; brand recognition (lack of a "proven" trade show's track record) and targeted traffic assurance. The overwhelming majority of non-sign ups indicated that they did not know who IVTS was and had no confidence that IVTS could generate the targeted traffic needed to sustain a successful virtual trade show environment.

In conclusion, our market research and test conclusively support Ralph Ianuzzi, Jr.'s vision of a virtual trade show as a revenue-producing adjunct to the brick and mortar event. The 10% conversion rate experienced by the IVTS sales test will be considerably higher for a branded virtual show, by leveraging their database of exhibitors and attendees against proven "branded" events. Branded shows will overcome our test's major objections of brand and industry specific buyer/seller traffic, and materially increase a branded show's revenues and profits.