Where your trade show budget should go

In the world of trade shows, exhibitors often spend substantial budgets on constructing visually impressive stands. Although the return on investment (RoI) from trade show participation depends on external factors like event performance, visitor turnout, and others, one key controllable is the budget allocation itself. Most of this spend goes into temporary, single-use structures that, despite their craftsmanship, are dismantled after just three to five days. It’s an investment that, quite literally, gets torn down by the end of the event — an expenditure that’s here today, gone tomorrow. With the rapid evolution of technology, exhibitors have a chance to rethink their approach, moving beyond temporary wooden stands and embracing immersive content that delivers value long after the event is over.

Current budget breakdown: Is Your Investment Positioned for Maximum RoI?

Exhibitors typically allocate around 80 per cent of their budget to constructing temporary stands, leaving only 20 per cent for event technology and content creation. This approach feels backward, especially considering the immense value a well-crafted, immersive communication piece can deliver — not just for one event but for many throughout the year. The majority of that 80 per cent 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 technology like augmented reality (AR), virtual reality (VR), and interactive installations saw a 30 per cent increase in audience engagement and a 25 per cent rise in post-event brand recall. This proves that event technology isn’t just a trend; it’s a powerful tool for enhancing visitor experiences and maximising RoI.

The True RoI: Rethink Your Budget Split

You can do more with your current budget by creating digital and technological assets that grow with each trade show. Imagine the power 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’s 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.

— The writer is director of Growth and Innovation — Wordcraft Technologies.