In 2023, exhibitors who invested in immersive technologies such as augmented reality (AR), virtual reality (VR), and interactive installations experienced a 30% boost in audience engagement and a 25% increase in post-event brand recall.

In the realm of trade shows, exhibitors frequently allocate significant budgets to create visually striking stands. While the return on investment (RoI) from trade show participation is influenced by external factors like event performance and visitor turnout, a crucial controllable factor is the budget allocation itself. A substantial portion of this budget is spent on temporary, single-use structures that, despite their craftsmanship, are dismantled after just three to five days. This investment, quite literally, is torn down by the end of the event—an expenditure that is here today, gone tomorrow. With the rapid advancement of technology, exhibitors have the opportunity to rethink their approach, moving beyond temporary wooden stands and embracing immersive content that delivers value long after the event concludes.

Nihal Noorani, Director of Growth and Innovation at Wordcraft Technologies, highlights the current budget breakdown: Exhibitors typically allocate around 80% of their budget to constructing temporary stands, leaving only 20% for event technology and content creation. This approach seems counterintuitive, especially considering the immense value that a well-crafted, immersive communication piece can deliver—not just for one event but for many throughout the year. The majority of that 80% becomes a sunk cost; once the show ends, the structure is dismantled and discarded, leaving behind only a few photos and fleeting memories.

In 2023, exhibitors who invested in immersive technologies like AR, VR, and interactive installations saw a 30% increase in audience engagement and a 25% rise in post-event brand recall. This demonstrates that event technology is not just a trend; it is a powerful tool for enhancing visitor experiences and maximizing RoI.

The true RoI lies in rethinking your budget split. You can achieve more with your current budget by creating digital and technological assets that grow with each trade show. Imagine the potential of showcasing more with the help of technology, unbound by the physical limitations of a stand’s space. By allocating a larger portion of your budget toward dynamic, immersive content—such as AR, VR, interactive installations, or captivating 3D experiences—you are building digitally advanced assets that guarantee visitor engagement and increase brand recall. This type of investment extends beyond the confines of a single trade show, offering longevity and real value for money. It is not tied to one event or location; it can be repurposed across various exhibitions, showrooms, or even online channels. Now, that is what I call a smart investment.

Why not challenge the conventional budgeting model? Shifting a larger portion of your budget toward immersive technology, interactive displays, and cutting-edge content creation is a forward-thinking and innovative trade show marketing strategy that you should embrace. The goal is not to diminish the importance of building stands but to elevate the entire experience by merging physical structures with technology-driven storytelling.

At Wordcraft Technologies, we are committed to empowering clients to make smart, long-term investments. With seven years of experience and a proven track record of client retention, we specialize in content creation, interactive event technology, and immersive installations that do more than capture attention—they provide RoI that extends far beyond a single event. We’ve partnered with visionary exhibitors to design sustainable, reusable, and adaptable solutions that help our clients stay ahead of trends and maximize their marketing budgets.

If you’re an exhibitor reading this, take a moment to reflect on your investment in your last event. How much of that investment did you get to reuse? The answer will likely clarify the message here. It’s time to rethink the way we approach trade shows. Let’s create tech and content-driven experiences and move away from one-time builds, investing in solutions that captivate audiences repeatedly, across platforms, for years to come. Now is the time to maximize the opportunity to elevate your presence by adopting a tech-forward approach. We’re helping our clients maximize their trade show impact, and we’d be delighted to do the same for you.

— The writer is Director of Growth and Innovation at Wordcraft Technologies.

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