Appearing first in the 14th century, the term "advocate" has had varied meanings, including "protector," "champion," and "patron." Those words are a fitting description of Jessica Sibila. A veteran of marketing and corporate-social-responsibility campaigns, she now turns her energies for doing good to exhibit and event marketers. EXHIBITOR magazine sat down with Sibila to talk about how The Exhibitor Advocate will tackle the problems keeping exhibitors up at night.

EXHIBITOR Magazine:You started The Exhibitor Advocate, a nonprofit organization dedicated to supporting exhibitors in the exhibition and events industry. Why is there a need for such an organization now?
Jessica Sibila: Since the dissolution of Trade Show Exhibitors Association (TSEA) in 2012, there has been a gap in the industry. Exhibitors are a critical part of the exhibitions and events industry and deserve a platform for their voice. We can't focus on the attendee experience alone. Exhibitors have more options to market themselves today, and if we want to safeguard the future of our industry, we must ensure that exhibitors continue to value this channel as an irreplaceable part of their marketing mix.

EM: Part of The Exhibitor Advocate's mission is to provide expert advice on how to cope with exhibitors' biggest challenges. What are exhibitors' most egregious pain points? Have they changed over the last few years?
JS: Rising costs are the number one concern for exhibitors. Costs have long been a challenge for exhibitors, but the pace at which costs are rising outpace inflation and puts an unjustifiable burden on exhibitors.

The Exhibitor Advocate recently released its 2022 Material Handling and Labor Rate Survey, which shows the increase in costs for installation-and-dismantle (I&D) labor, electrical, and material handling. These costs have outpaced inflation by as much as 30 percent in some cases. Although rising costs are our biggest challenge, there are other pain points to be considered. Exhibitors are looking for not only higher-quality data from show organizers and event producers, but expanded access to attendee data. In the meantime, exhibitors have become accustomed to getting extensive information about their customers/consumers from other channels. Event marketing must keep pace with the availability of data if we want to sustain this industry.

At a minimum, exhibitors want to have access to attendee contact and demographic data. Providing this data alongside a face-to-face interaction is something other channels can't compete with. Our show organizers can provide increased value to both attendees and exhibitors by providing data around attendee objectives, product interest, buying cycles, etc. This gives power to both parties to make the right connections at the event. We're starting to hear of show organizers creating "matchmaking" opportunities, and we're anxious to share those success stories as we learn about them.

As costs rise, it's important for exhibitors to see increased value in their participation. We can't rely on the "same old, same old" when one part of this equation is out of balance.

EM: Exhibitors are constantly stressed by rising costs, inconsistent ROI, and insufficient metrics. How is The Exhibitor Advocate helping with these?
JS: The Exhibitor Advocate provides a variety of resources and tools that will aid exhibitors in addressing their pain points. Our members (or advocates, as we call them) have access to tools that will help them calculate return on investment, estimate budgets for future events, and guide them in how to approach their show organizer with issues and requests. The 2022 Material Handling and Labor Rate Survey is just one of these resources. We are continuing to roll out additional resources that we know will be of value to exhibitors and all stakeholders in the industry.
EM: You talked about the potential of advisory councils to be a tool for exhibitors. What are advisory councils?
JS: Exhibitor Advisory Councils (EACs) are groups of exhibitors for a particular event that are representative of the broader community of exhibitors. They provide insight and feedback to the show organizer about what is working and what needs improvement from the exhibitors' knowledgeable perspective.

EM: How would they work? What can they do for exhibitors?
JS: There are several qualities of an EAC that make them effective. First, the EAC should be a representative sample of exhibitors – large and small companies, 10-by-10-foot stands and large island-booth exhibitors, first-timers as well as long-time exhibitors. The council should have the ability to provide show organizers with open and honest feedback that is genuinely taken into consideration. These councils should also meet with the show organizer regularly, rather than just one time after the show's close, to keep communication open. The outcomes of these conversations should not be kept behind closed doors, but rather, be shared with the broader community to inform all exhibitors about the outcomes and actions that will be implemented. The show organizer should consider this a valuable feedback channel. These conversations are an opportunity to hear feedback from exhibitors and provide an outlet for show organizers to get input on potential changes and bounce ideas around with exhibitors. They can be incredibly valuable for the show organizer in implementing best practices, innovating elements of the show, and finding new sources of revenue that also bring value to exhibitors.

EM: I assume advisory councils can only be effective if they're not just for show. How do you ensure that they have some teeth and can get things done?
JS: It must be a partnership. Not every idea or suggestion is going to be implemented. Having an open, honest dialogue with a genuine interest from the show organizer to address exhibitors' concerns will lead to actionable changes that should create value for all parties. As an example, I know of an EAC that recommended the location of a show move to a less expensive city. The show organizer had recently contracted a three-year agreement with another city, and after the first year, the EAC recommended the show move back to its original location. That was a change that couldn't happen immediately, but the recommendation was implemented once the contract was completed. The change to a less expensive city offered exhibitors the opportunity to secure larger booth spaces and bring more product, equipment, and staff than they were able to in a more expensive location.

EM: Given your knowledge of the industry, what would constitute an ideal exhibitor-friendly event? How does it differ now from how you might have answered that question 10 years ago?
JS: I wish it were an easy answer, but every show is different. What works for one may not work for another. In general, an exhibitor-friendly event includes things such as predictable exhibiting costs, engagement on the show floor encouraged by the show organizer, and clear communication that is handled with care.

One of the most important ways to make an event exhibitor friendly is to implement policies and pricing that create cost certainty for exhibitors. The NAB Show implemented three initiatives that allowed exhibitors to budget more accurately for their show and ultimately saved exhibitors more than 40 percent: unlimited material handling, no-surprise electrical pricing, and all-inclusive sign hanging. Conexpo-Con/AGG worked with Edlen Electrical Exhibition Services to bravely introduce an all-new electrical pricing model on the largest show in the industry. The new model unbundled "electrical package pricing" and included lower a la carte outlet rates with flat rates for materials and floor work. So far, we're hearing from exhibitors that the electrical savings were significant. These changes have a huge impact on the ability of an exhibitor to budget for their event and ensure their organization isn't surprised by their post-show invoices.

EM: What would you consider to be the most exhibitor-friendly changes in the last 10 years?
JS: We have made a few strides as an industry in making events exhibitor friendly. Technology has dramatically changed how exhibitors order show services. Remember that 10 years ago, many of us were still faxing in our orders. As that process has shifted online, exhibitors can better control and confirm their orders and manage costs for their events.

EM: When you look at the industry today and all of its obstacles and drawbacks, what gives you hope things can change for the better?
JS: Exhibitors continue to tell us that they find value in their participation at live events. Nothing replaces the experience of in-person. As an industry, we need to work together to address the pain points, but there is irrefutable evidence that live events are a critical, valuable part of the marketing mix.

What gives me hope is this: Those of us who have been in this industry a long time truly love what we do. I experience it every day and at every show I participate in. We love the people we work with, we feel fulfilled by our work, and we find value in the experience. As new people join this industry, I think they will experience the camaraderie and excitement of live events. I hope we continue to cultivate this unique culture to ensure the future success and sustainability of the exhibitions and events industry.E