Trade shows remain a vital part of marketing strategies, but rising costs and growing ROI pressures are forcing exhibitors to reassess their investments. During a recent webinar titled “The Uncomfortable Truth: What Exhibitors Really Think and Why It Matters,” Jessica Sibila, executive director of The Exhibitor Advocate, joined Joe Federbush, president of EVOLIO Marketing, to present findings from an ongoing exhibitor survey comparing data from late 2024 and 2025. The study, which included more than 100 experienced event professionals, reveals that while exhibitors continue to believe in the power of face-to-face marketing, concerns about value and measurable returns are intensifying.
According to the survey, 75% of exhibitors rate their trade show programs as excellent or good, demonstrating continued confidence in live events. Association-led events, in particular, remain essential for many companies, with some describing them as “must-attend” to maintain credibility and industry relationships. However, nearly 55% of respondents say rising exhibition costs now outweigh the value they receive, highlighting a growing imbalance between spending and outcomes.
One of the most pressing concerns is ROI measurement. A striking 85% of exhibitors report difficulty proving return on investment — a notable increase from the previous year. Without clear data and measurable results, marketing leaders face mounting pressure from executives questioning event budgets. Exhibitors emphasize the need for better access to attendee data, clearer reporting metrics, and stronger alignment between event objectives and business goals.
The survey also reveals shifting priorities. While lead generation remains important, increasing brand awareness and strengthening relationships with existing customers have become top reasons for participating in trade shows. This shift underscores the need for organizers to understand that exhibitor goals vary by event and require customized support to maximize returns.
Budget challenges further complicate the situation. Although some companies report modest budget increases, exhibition costs have risen by approximately 30%, outpacing funding growth. As a result, 64% of exhibitors are scaling back their presence, and 43% are considering offsite activations instead of traditional booths. Many report that alternative marketing channels offer clearer performance tracking and better cost efficiency.
Despite these challenges, exhibitors remain optimistic about the value of live events. The findings suggest that the future of trade shows depends on stronger collaboration between organizers and exhibitors, improved transparency, and a renewed focus on delivering measurable value. By working together to manage costs and clarify objectives, the industry can protect the power and impact of face-to-face engagement in an increasingly data-driven marketing landscape.
