Why the Next Era of Exhibits Must Prove ROI. The experiential industry is growing, and so is the pressure on brands to justify every dollar spent on live events. Trade shows aren’t getting cheaper. They aren’t getting simpler. Most importantly, leadership teams are no longer satisfied with vague outcomes like brand impressions or “it felt busy.” The next era of exhibits will be defined by two things: Engineered Wonder and Measured Impact. The Gap Between "Looking Good" and "P