Landmark Partnership Set to Transform the Trade Show Exhibitor Community
Event Marketer, the world’s leading media brand covering experiential and event marketing, has announced a groundbreaking strategic alliance with The Exhibitor Advocate, the only nonprofit organization exclusively focused on supporting and advancing the interests of trade show exhibitors.
The alliance represents a major milestone for the exhibitions and events industry, bringing together two influential organizations to create an integrated platform that will deliver valuable content, research, advocacy, education and professional networking opportunities for corporate exhibit marketers and trade show strategists.
This first-of-its-kind collaboration aims to fill a longstanding gap in the industry by providing exhibitors with access to resources and representation that have historically been fragmented or unavailable.
Official Launch at Experiential Marketing Summit 2026
The partnership will be formally celebrated on stage during the Experiential Marketing Summit 2026, which takes place from May 18 to May 20 at the iconic MGM Grand.
The annual summit is one of the most influential gatherings in the experiential marketing industry, bringing together top event marketers, strategists, agency leaders and innovators to discuss emerging trends and future opportunities in live brand experiences.
The launch at this prestigious event underscores the significance of the alliance and its expected impact on the broader trade show and exhibitions ecosystem.
Four Strategic Pillars to Support Exhibitors
The collaboration will begin with four integrated pillars designed to serve exhibitors at every stage of their professional journey.
These initiatives will focus on delivering educational content, exclusive industry research, stronger advocacy efforts and expanded professional development opportunities. The platform will also provide enhanced visibility and engagement opportunities for exhibit builders, technology providers and service vendors that play a critical role in powering the trade show floor.
By combining resources and expertise, the alliance seeks to create a stronger, more connected exhibitor ecosystem that drives measurable value for brands participating in trade shows and business events worldwide.
Event Marketer Expands Its Mission
Kerry Smith, founder of Event Marketer, emphasized the importance of extending the brand’s trusted expertise into the trade show exhibit sector.
He noted that the exhibitor community represents one of the most dynamic and strategically important audiences within the events industry, yet it has remained significantly underserved for years.
Smith explained that Event Marketer was built as a go-to resource for experiential marketers, and this alliance with The Exhibitor Advocate allows the company to directly support the core of the exhibit world in a way that has never been done before.
He added that together, both organizations are building something entirely new for the industry.
Giving Exhibitors a Stronger Voice
Jessica Sibila, Executive Director of The Exhibitor Advocate, described the partnership as a transformative moment for exhibitors across the industry.
She stated that exhibitors are the economic engine of the trade show sector, yet they have historically been one of the least represented constituencies within the larger exhibitions landscape.
According to Sibila, the alliance with Event Marketer changes that reality by uniting the industry’s most influential media platform with the only organization solely dedicated to advancing exhibitors’ interests.
She said the partnership will significantly strengthen and amplify the exhibitor voice while creating meaningful opportunities for members and shaping a more balanced future for the industry.
A New Era for Trade Show Advocacy and Innovation
The strategic alliance signals a new chapter for the trade show and experiential marketing industry.
As trade shows continue evolving through digital innovation, data-driven strategy and shifting exhibitor expectations, the partnership is expected to provide critical support and leadership for companies seeking stronger ROI and more impactful event participation.
By aligning media influence with nonprofit advocacy, Event Marketer and The Exhibitor Advocate are creating a powerful platform designed to elevate exhibitor success, improve industry standards and redefine how trade show professionals connect, learn and grow in the years ahead.
