Augmented Reality - Time to Get on Board

October 12, 2013

Lisa Apolinski

Lisa Apolinski is a professional speaker, blogger, and digital strategist. With her company, 3DogWrite.com, she works with event managers to get their message to attendees, particularly through digital channels, on and off the show floor.

I am so excited about my lecture on augmented reality (AR) at EventTech in Las Vegas. While preparing, I found some data on AR, which provided some great info, but I wanted to take that a bit further, and analyze the ‘so what’.

Smartphone and tablet sales will increase to 1.2 billion this year, with a prediction of over 2 billion by 2015.  Analysis:  AR uses smartphones and tablets as the device medium.  With more smartphones and tablets showing up on your show floor, you have a much larger pool of attendees who can tap into AR.  And if they can tap into that technology, you can bring yet another way of engaging your attendee to your booth.

AR has more impact, with a survey showing participants showing a 33% increase in perceived value.  Analysis:  Because AR provides more varied content that a consumer can use, and learn, about a product, there is a larger impact on marketing.  Also, by bringing technology into the physical world (both print and graphics), and overlapping the two, you are providing a deeper level of content engagement.

Consumers are more likely to buy when exposed to an AR version of a product, with a 135% increase in likelihood to purchase.  Analysis:  When you provide varied content that your attendee can control and digest at their leisure and as they need, they are able to travel the buyer journey in a much more personalized fashion.  This is something we want to have for every experience with a buyer – for them to make it personal.  When the buying journey is personal, it can support the marketing and ultimately, the sale.

With AR, you can engage with a wide variety of attendees, impact how the attendee perceives the value of the trade show and products being shown, and increase the likelihood of purchase.  Don’t you think it is time to get on board?

If you are ready to learn more, be sure to attend my lecture at EventTech in Las Vegas, on Wednesday Nov. 6  (Augmented Reality at Trade Shows:  Separating Myth from Fact).

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact