TRADESHOW SELECTION
The New Reality of Tradeshow Selection How Exhibitors Are Choosing Shows in an Era of Rising Costs by Jessica Sibila, Executive Director, The Exhibitor Advocate
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ver the past three years, the cost of exhibiting at tradeshows has skyrocketed to unprecedented levels. We’ve now reached a critical inflection point where these expenses have climbed so high that leadership teams are scrutinizing their exhibitions and events budgets more intensely than ever before. Exhibitors across industries are making tough choices about how to right-size their programs within these new financial constraints. This shift has fundamentally changed how exhibitors approach show selection. Gone are the days when companies would automatically renew their booth space based on tradition or industry habit. Instead, we’re seeing a more strategic, data-driven approach to tradeshow participation that focuses on measurable value and clear return on investment. Two Primary Pathways to Show Selection Through our conversations with exhibitors across multiple industries, two distinct approaches to show selection have emerged, each reflecting different strategic priorities and organizational mindsets.
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The Reputation Route: “We Have to Be There” The first pathway centers around reputation and industry standing. These are typically the flagship events in an industry—the shows where “everyone who matters” will be present. As one anonymous exhibitor put it bluntly: “We have to go to the association show—the impact of us not being present is a slap in the face to them. We’ll never not be there.” This approach is driven by several key factors: » Competitive visibility: Companies feel they cannot afford to be absent when their competitors are present » Industry relationships: Supporting the association or industry organization remains a priority » Historical performance: These shows have traditionally delivered value, creating an expectation of continued success » Perception management: Leadership worries about the negative implications of not participating One industry veteran, explained this dynamic: “As an industry leader, we tend to do the largest shows and those that have held long-standing positions.” The implication is clear—these companies view their presence at major indus-
try events as non-negotiable, regardless of rising costs. However, even within this category, we’re seeing exhibitors become more strategic about their participation level. They may maintain their presence but reduce booth size, cut ancillary spending, or shift investment toward sponsorship opportunities that provide better brand visibility per dollar spent. The Targeted Approach: “Show Me the Attendee Data” The second pathway represents a more analytical approach to show selection, where exhibitors prioritize events based on their ability to connect with specific target audiences. This approach has become increasingly sophisticated, with exhibitors requesting detailed information about who will attend before committing to participate. Kodi Morton, CTSM Diamond, marketing and events lead for the Americas at Bruker Scientific LLC, captured this sentiment perfectly: “Does the show offer the attendee list? If email is included the event is a must do. If they don’t offer it at all, it’s first on the chopping block.” This data-driven approach extends beyond simple attendee lists. As one anonymous exhibitor noted: “Company and title is the more important data for us to get. When we see the title, we usually know if it’s the target we’re looking for.” Sarah Dyerson, CMM and Global Events Leader at Cytiva, emphasizes the importance of measurable outcomes: “For
our current tradeshows, we review our objectives, goals and KPIs and whether we met them or not to determine if we will continue to attend. Some of the metrics we look at are cost per contact, lead, or opportunity, budget forecast versus actual spend, and funnel additions and opportunity value built, MQLs, SQLs and conversion rate.” The Emerging Alternative: Strategic Sponsorship Over Traditional Exhibiting Perhaps the most significant trend we’re observing is the shift from traditional booth exhibiting toward strategic sponsorship opportunities. This represents a fundamental reimagining of tradeshow participation, driven by both cost pressures and changing expectations about value delivery. Several exhibitors shared that they’re finding more value in sponsorship packages that offer thought leadership platforms, speaking opportunities, and targeted branding exposure. As one exhibitor explained: “We pulled back on exhibiting for thought leadership instead. We choose shows where we can have a speaking opportunity.” This shift reflects a broader recognition that the traditional tradeshow model may not be keeping pace with modern marketing and sales strategies. One exhibitor was particularly candid about this challenge: “Tradeshows used to be the bread and butter of our industry but there are so many more options now. The tradeshow model wasn’t really working for us. It’s so much