From February 1-5 the Private Label Manufacturers Association (PLMA) delivered its solution to the pandemic-driven pivot that canceled the 40th-anniversary version of its Chicago-based trade show in November 2020 The February virtual event Private Label Week was a five-day virtual, 24/7 hybrid tradeshow, directory, and conference. This dramatically different format required new ways to measure the event’s success, PLMA said.

PLMA corporate vice president Anthony Aloia

According to PLMA corporate vice president Anthony Aloia, “It’s typical to gauge accomplishments of a traditional, in-person trade show based on metrics like total square feet utilized or show floor traffic over one or more days. When an event must go virtual and take place in the cloud instead of the convention hall, however, new analytics are required to measure the show’s success.”

Among the analytics released by PLMA:

  • The visitors included 1,100 buyers from 393 retailers and wholesalers.
  • 60% of attendees logged in on multiple days.
  • The site hosted more than 2,000 video calls and nearly a half-million page views.
  • Video content totaled more than 32,500 views for the week.

For retailers and all pre-registered visitors, every product and exhibitor will continue to be searchable, and all video programming is available on-demand at through the end of April 2021, PLMA said.