『EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change』のカバーアート

EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change

EMT #61 with Jessica Sibila - Advocacy, Education & Industry Change

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The trade show industry continues to evolve, but one challenge remains at the center of nearly every exhibitor conversation: cost.In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito welcome back Jessica Sibila, Executive Director of The Exhibitor Advocate, for a timely discussion about rising exhibition costs, exhibitor advocacy, education, and what it will take to create a more sustainable future for the events industry.One year after her first appearance on the show, Jessica shares how The Exhibitor Advocate has grown to more than 1,300 members and expanded its educational resources, research initiatives, and industry partnerships. The conversation explores the realities exhibitors are facing today, why collaboration is essential across the event ecosystem, and how organizers, suppliers, and exhibitors can work together to improve outcomes for everyone.Rising Costs Continue to Be the Industry's Biggest ChallengeAccording to Jessica, exhibitor costs remain the number one concern across the industry. Through The Exhibitor Advocate's 2025 Annual Survey of Exhibition Rates, exhibitors continue reporting significant increases in material handling, labor, electrical services, and other show-related expenses.These costs directly impact exhibitors' ability to invest in the experiences, activations, technology, and engagement strategies that ultimately drive ROI and attendee value.Exhibitors Need a Seat at the TableOne of the central themes of the conversation is the importance of exhibitors becoming active participants in industry conversations.Jessica explains that many exhibitors direct frustrations toward their exhibit houses or service providers, when in reality many cost-related decisions originate elsewhere in the event ecosystem. Meaningful change happens when exhibitors communicate directly with show organizers and become part of the discussion around long-term event sustainability.Better Partnerships Create Better EventsThe discussion highlights the need for stronger collaboration between exhibitors, organizers, service contractors, and suppliers.When every stakeholder understands the challenges faced by others, it becomes easier to find solutions that improve the overall event experience. The goal is not simply reducing costs, but creating healthier business models that allow exhibitors to invest more in attendee engagement, product demonstrations, and memorable experiences.Education Remains a Critical NeedThe industry continues experiencing workforce shifts, budget consolidation, and new professionals entering event marketing roles.To address these challenges, The Exhibitor Advocate has expanded its educational offerings with templates, benchmarking tools, budgeting resources, sustainability guides, AI education, advocacy templates, and training resources designed to help exhibitors make more informed decisions and communicate more effectively with leadership teams.AI Presents New OpportunitiesJessica also discusses the growing role of AI in event planning and management.From helping exhibitors measure event success to simplifying complex exhibitor service manuals, AI presents opportunities to reduce friction, improve efficiency, and help event professionals make better decisions.Innovation Requires ListeningOne of the most encouraging themes of the episode is that many show organizers are listening.Jessica shares examples of organizers implementing exhibitor advisory councils, conducting exhibitor-specific surveys, and finding creative ways to support exhibitors while maintaining successful events. The shows that actively seek exhibitor feedback are often the ones seeing the strongest long-term growth.Resources Mentioned in This EpisodeWebsite: https://www.exhibitoradvocacy.com/2025 Annual Survey of Exhibition Rates:https://www.exhibitoradvocacy.com/resources/TEA-DWN-ASER-2025Membership Information:https://www.exhibitoradvocacy.com/membership-levelsThis conversation serves as an important reminder that the future of trade shows depends on collaboration.Exhibitors, organizers, suppliers, and service providers all play a role in creating successful events. By improving communication, sharing data, investing in education, and rethinking long-standing business models, the industry has an opportunity to create more sustainable and impactful event experiences for everyone involved.Jessica's message is clear: meaningful change is possible, but it requires exhibitors to become active participants in the conversation. 👉🏼 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 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!
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