In the recently released report from The Exhibitor Advocate and Evolio Marketing, “The State of the Event Industry: From the Perspective of Exhibit and Event Marketers,” nearly half of exhibitors expressed a mistrust of show organizers. With a backdrop of rising costs, exhibitors are making choices that can negatively affect the show organizer’s revenue and the stability of the exhibitions and events industry.
However, the report reveals that two-thirds of exhibitors still value their exhibit and events programs. Trade shows remain a unique marketing channel, offering access to valuable data, relationship-building opportunities, and measurable ROI. The question is how to rebuild trust and ensure long-term industry success despite exhibitors’ concerns over rising costs.
The research shows that cost is the number one challenge for exhibitors. A staggering 82% cite show services as their primary cost concern. Nearly half of exhibitors feel that show organizers are unaware of or indifferent to their financial challenges, making them feel undervalued once show dates end.
Unsurprisingly, these frustrations lead exhibitors to scale back their presence (71%), sponsorships (57%) and decrease participation (45%). This situation impacts not just their ROI, but also the revenue and credibility of show organizers.
Exhibitors are expressing their concerns and asking for show organizers to partner with them. To bridge the gap, organizers must see exhibitors as critical stakeholders, fostering genuine partnerships that drive success for all parties involved. It starts with understanding the challenges exhibitors face and working together to affect change.
Address the High Cost of Exhibiting
Understanding and reducing costs is crucial for exhibitors. Start by gathering data using tools like The Exhibitor Advocate’s Annual Survey of Exhibition Rates to benchmark show service costs against city averages or similar events within the same industry. With this information, negotiate better rates with service providers to help exhibitors cut expenses. These discussions can take place at any stage of event planning, but starting early is essential to achieve the best outcomes.
Provide Valuable Resources
Giving exhibitors access to valuable resources can significantly improve their experience and outcomes. Providing marketing tools, such as attendee demographics and registration insights, helps exhibitors identify potential business opportunities and focus their efforts.
For example, as only about half of attendees are decision-makers, exhibitors need clear data to set realistic targets and allocate their budgets effectively. Additionally, sharing accurate and actionable information creates better alignment between organizers’ goals and exhibitors’ expectations, fostering mutual success.
Unlock New Opportunities
Exhibitors are seeking more than just booth space; they want ways to enhance their brand visibility. To support this, show organizers can leverage technologies like matchmaking software, AI-powered lead capture tools, and pre- and post-show marketing solutions to boost exhibitor ROI.
Offering flexible sponsorship options that prioritize brand-building over traditional services can also create more value for exhibitors. Beyond the booth, organizers can design unique experiences like product demonstrations, exclusive presentations, or branded networking events that drive engagement and amplify brand impact.
Asking for Exhibitor Feedback
Listening to exhibitor feedback is essential, yet many shows fall short due to poorly functioning exhibitor advisory councils. In fact, only 24% of exhibitors find these councils highly effective. To make them successful, it’s important to recruit diverse representatives who can bring varied perspectives and challenges to the table. Clearly defining the council’s purpose is equally crucial, ensuring that meetings stay focused on improving outcomes for all involved.
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Proactive collaboration is key—each meeting should result in concrete action plans that demonstrate exhibitors’ input is being implemented. When managed effectively, these councils build trust and loyalty while driving innovation that benefits exhibitors, attendees, organizers, and suppliers alike. It’s a win-win-win-win!
Looking Toward a More Collaborative Future
At its core, rebuilding trust and loyalty with exhibitors is about partnership. By understanding exhibitors’ key challenges, committing to cost transparency, and creating opportunities for greater ROI, show organizers can strengthen relationships and drive mutual success. Strong communication, actionable support, and collaboration are the foundations of these partnerships. Exhibitors will feel valued and supported, while organizers will benefit from increased participation and revenue.
To access more tools, surveys, and resources for improving exhibitor relationships, visit The Exhibitor Advocate and explore how you can build a stronger, more trusted connection with your exhibitors today.
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Jessica Sibila, executive director of The Exhibitor Advocate, is a seasoned marketer and social impact professional with a unique collection of experiences ranging from event marketing, community engagement, philanthropy and corporate branding.
Sibila has over 20 years’ experience driving the development of strategic events and social impact programs for leading brands in the natural and organic industry. Sibila is a CTSM (certified trade show marketer), CMP (certified meeting planner), and holds certifications in corporate social responsibility from Boston College and the University of Colorado.
