In this insightful episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito are joined by Jessica Sibila, Executive Director of The Exhibitor Advocate—a nonprofit championing the voice of exhibitors.

With years of hands-on experience and data-backed insights, Jessica takes us inside the real exhibitor experience. From budgeting chaos to communication gaps with show organizers, she lays out the fundamental disconnects facing exhibitors—and what the industry can do to fix them.

You’ll hear practical advice and strategic takeaways for both exhibitors and event professionals looking to improve trade show ROI and attendee experiences.

🔹 Exhibitor Sentiment Is Still Positive—but Misunderstood

70% of exhibitors find value in trade shows, especially for brand awareness and customer connections—but it’s no longer just about leads. Many are shifting their event KPIs and need support that aligns with new expectations.

🔹 Budgeting Is Broken

Exhibitors aren’t just struggling with high costs—they’re struggling with unpredictable costs. Service manuals that arrive 60 days before a show (for booths contracted 18 months earlier) make accurate budgeting nearly impossible.

🔹 ROI Requires Reinvention

Data collection remains a weak spot. As leadership demands measurable ROI, exhibitors are stuck trying to justify intangible benefits like “face-to-face value.” Jessica advocates for a smarter split between revenue-generating and non-revenue spend.

🔹 Exhibits Are Getting Boring

With half or more of budgets going to non-visible services, booth creativity suffers. Attendees notice. Show organizers must recognize this spiral—costs → dull exhibits → poor attendee experience → lower turnout—and start reversing it.

🔹 Advocacy Is Everyone’s Job

Jessica calls on event marketers, exhibit houses, and show organizers to collaborate—and on exhibitors to speak up. She emphasizes the importance of contacting show operations (not just sales) and using tools like The Exhibitor Advocate to be heard.

If you’re an exhibitor, event marketer, or show organizer—this episode is for you. Share it with your team, your clients, or your show partners. Let’s raise the bar together.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

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