I think by now we have all heard of the term “virtual reality” or VR. Touchstone Research reported that 92% of those surveyed knew the term, but 74% had yet to actually try VR (or nearly 3 out of 4). In an event, it seems that VR could have potential for digital engagement on the show floor. So, why is there a disconnect between knowledge and action? Why hasn’t VR caught on in the event space?
The short answer is that trade show managers are still struggling with the technology concept, and there are specific problems they face:
Problem #1: Integration of VR into an existing booth: Probably the hardest part of integrating any new technology into a booth is to figure out how it actually enhances the attendee experience. Many companies are reluctant to add in something just because it is the latest fad, and for good reason. If it isn’t clear how to integrate VR into a given demonstration of product and services, and there is potential for the technology to go wrong, trade show managers will opt to skip it.
Problem #2: How price plays a factor: The other potentially big question is how much does VR cost to add to my booth? Not only are trade show managers paying for the technology, they have to have the technical know-how on the show floor to make sure it is set up correctly and runs smoothly throughout the show. When creating a fiscal trade show budget, how much should be set aside in the budget for VR, and will that extra money get approved just to add in VR? Justifying a new technology that has not been adopted by the mainstream and has an unknown price tag is a hard line to argue.
Problem #3: The technology movement in the VR industry: If you have not already heard, Oculus, one of the most recognized and largest developer of VR technology, has announced it is not showing at Electronic Entertainment Expo (E3) in Las Vegas this year, despite nearly doubling its booth in size every year since 2014. While there is speculation as to the absence this year, one potential reason is that there are no new advancements in hardware to push forward for 2017. With new technologies coming into play, there may have been a rationale to wait to invest in VR while new advancements are being made. Perhaps now, if we see a leveling off of new technology, it may be easier to justify an investment where there is a purchase of VR today only to find out a better version is available tomorrow.
As the technology advancements slow and the price point levels off, there may be an introduction of VR into the trade show world. However, there has been this line of thinking for a couple of years now, so it may be too soon to stop holding our virtual breath.