Open Letter to Event Organizers: Do No Harm to Your Exhibitors

Many brands have shifted their message from self-promotion to one of understanding what their audience is feeling. Brands are crafting creative and caring communications that say we are here for you at this difficult moment in time. They want to show empathy and ensure their tone conveys an effective message. But alas, some event organizer brands seem to have a lack of transparency and partnership during this challenge. 

I come from a unique background. My career has spanned brands, associations and, now, experiential agencies. I understand the challenges everyone is facing all too well. It is not easy for anyone, but I am surprised as to how some organizers have been treating their exhibitors. 

Many associations and their exclusive service partners that cancelled their 2020 exhibitions and still charged the exhibitors for 100% of ordered services that were never used. Only after exhibitors complained did they start offering partial refunds or credits for future exhibition. Other organizers have held the full payments for booth space and told exhibitors that they will apply the money to the 2021 event. Add in the lost revenue from not reaching their audience at the event and you know why exhibitors and sponsors are upset with show organizers. 

I understand associations and for-profit organizers must worry about their own employees, members, and just keeping their doors open. Associations heavily rely on non-dues revenue from meetings and conventions to fund their everyday budget. Tradeshow booth fees and meeting registration fees make up a large share of total association revenue, but their sponsors and exhibitors are impacted too.

Your exhibitors are facing the same challenges. They are laying off employees and may have to close their doors due to the financial hit we are all taking right now. On top of that they are not receiving the benefits of exhibiting but being asked to pay all the costs though the show was canceled or postponed due to something they have no control over nor were consulted on. Many exhibitors I have spoken to are saying their company will remember how they were treated when it comes time to signing up for future conferences. Is that how you want to be remembered? 

On the flip side, some organizations that have gone out of their way to keep their sponsors and exhibitors informed every step of the way. They are working with them, having the difficult conversations, and are keeping open lines of communication. This is all anyone can ask for right now… transparency and partnership.

Communication is the key. This is the best time to look at the exhibition model for your conference and work with your exhibitors to create a better experience. This is the time to form an exhibitor advisory committee composed of a cross section of all sponsors if you do not have one. If you are shifting to a virtual meeting listen to your exhibitors needs and find opportunities that benefit all. 

Above all else, be respectful of their support because if you chose to treat them unfairly now there will be other options to reach their audience in the future that do not include your event.  

About the Author: David Brull has over 20 years of experience in sales and marketing for brands, associations, and agencies. He is Vice President, Global Accounts for kubik, a global leader in exhibits, events, and environments for businesses, institutions, and museums.