Major Industry Partnership Announced in Rockville, Maryland
In a major development for the exhibitions and events industry, Event Marketer has announced a strategic alliance with The Exhibitor Advocate, the only nonprofit organization solely dedicated to supporting the interests and success of the global trade show exhibitor community.
This powerful new partnership represents a transformative step for the trade show sector, combining the strengths of two respected industry organizations to provide exhibitors, event marketers, and trade show strategists with unprecedented access to valuable resources, advocacy, education, and professional networking opportunities.
The collaboration aims to address long-standing gaps in exhibitor-focused content, research, professional development, and community support across the exhibitions landscape.
Alliance to Be Celebrated at Experiential Marketing Summit 2026
Event Marketer and The Exhibitor Advocate will officially commemorate the alliance during Event Marketer’s Experiential Marketing Summit (EMS) 2026, scheduled to take place from May 18–20, 2026, at the MGM Grand in Las Vegas, Nevada.
The Experiential Marketing Summit is one of the leading gatherings for brand marketers, event professionals, and experiential leaders, making it the ideal platform to unveil this groundbreaking partnership to the wider events industry.
The on-stage announcement is expected to generate significant attention from corporate exhibit marketers, trade show suppliers, exhibit builders, technology innovators, and event strategists attending the summit.
A New Era for Trade Show Exhibitor Support
The strategic alliance between Event Marketer and The Exhibitor Advocate introduces a first-of-its-kind platform specifically designed to serve the exhibitor community at every stage of professional growth.
The partnership launches with four integrated collaboration pillars, focused on delivering critical value to trade show professionals through:
- High-quality educational content
- Industry-leading exhibitor research
- Advocacy initiatives supporting exhibitor interests
- Professional development opportunities
- Enhanced community networking and peer collaboration
This integrated model will create a comprehensive ecosystem that has never before existed for corporate exhibit marketers and trade show professionals.
Filling a Critical Industry Gap
Trade show exhibitors represent one of the most strategically important audiences in the events industry, yet they have often lacked centralized access to the knowledge, resources, and professional support available to other event stakeholders.
By combining Event Marketer’s industry-leading content expertise with The Exhibitor Advocate’s dedicated exhibitor-focused mission, the partnership directly addresses this underserved segment.
The alliance will provide trade show professionals with practical tools and insights to maximize exhibit performance, improve ROI, strengthen event strategy, and navigate an increasingly complex exhibition landscape.
Benefits for Suppliers and Technology Providers
In addition to supporting exhibitors, the alliance creates significant new opportunities for the suppliers, exhibit builders, service providers, and technology companies that power the trade show floor.
The platform will offer greater visibility for:
- Exhibit design and fabrication firms
- Event technology providers
- Trade show logistics companies
- Engagement and lead capture solutions
- Analytics and performance measurement platforms
- Interactive experience providers
This creates a highly targeted ecosystem where exhibitors and solution providers can connect, collaborate, and innovate more effectively.
Kerry Smith Highlights the Industry’s Untapped Potential
Speaking about the partnership, Kerry Smith, Founder of Event Marketer, emphasized the strategic importance of the trade show exhibit community and the need for dedicated support.
Smith noted that exhibit marketers are among the most dynamic yet underserved professionals within the events sector.
He explained that Event Marketer has always focused on being the trusted resource for experiential marketers, and this new alliance extends that mission directly into the heart of the exhibition world.
According to Smith, the collaboration is building something entirely new for the industry — a unified platform that exhibitors have long needed but never had access to in one centralized space.
Strengthening Advocacy for Exhibitors
A major focus of the partnership will be amplifying exhibitor advocacy efforts through research-backed insights and industry-wide conversations.
The Exhibitor Advocate has built its reputation by addressing exhibitor challenges, including:
- Rising trade show costs
- Lack of transparency in event pricing
- Exhibitor ROI measurement
- Fair contract practices
- Strategic event participation planning
With Event Marketer’s media reach and thought leadership capabilities, these important exhibitor issues are expected to gain greater visibility and influence across the broader events ecosystem.
Professional Development Opportunities
The alliance also introduces expanded professional development initiatives tailored specifically for exhibit marketers and trade show strategists.
These programs are expected to include:
- Educational webinars
- Research reports
- Industry benchmarking studies
- Strategic workshops
- Career advancement resources
- Peer-to-peer networking forums
This educational framework will help exhibitors sharpen strategy, improve operational efficiency, and drive measurable business outcomes.
Why This Alliance Matters for the Events Industry
The partnership between Event Marketer and The Exhibitor Advocate signals a larger shift within the exhibitions industry toward exhibitor-centric innovation.
As trade shows continue evolving in response to digital transformation, changing audience expectations, and increased performance scrutiny, exhibitors require stronger strategic support than ever before.
This alliance provides the infrastructure needed to help exhibitors succeed in a more data-driven and competitive event environment.
Looking Ahead
The launch of this strategic alliance marks the beginning of what could become one of the most influential exhibitor-focused initiatives in the modern events industry.
By combining trusted media leadership with dedicated nonprofit advocacy, Event Marketer and The Exhibitor Advocate are creating a powerful platform designed to elevate trade show exhibiting as a strategic business discipline.
As the alliance unfolds through 2026 and beyond, exhibitors can expect new resources, deeper industry insights, and stronger professional connections that will shape the future of event marketing and trade show success.
