The association event landscape is changing. Economic pressures mean exhibitors are more selective about where they spend time and budgets. With tighter marketing spend, government funding uncertainty, and fluctuating attendance, many are pulling back or questioning the ROI of in-person events.

This challenges associations, as exhibitor revenue impacts programming and attendee experience. Now more than ever, strong exhibitor management is essential. Let’s explore how associations can strengthen exhibitor relationships, offer more flexible and results-driven options, and ensure that exhibiting at your event is seen as a valuable, worthwhile investment, even in uncertain times.

Understanding the Current Exhibitor Landscape

To effectively manage exhibitor relationships, associations need to understand the key pressures shaping today’s exhibitor landscape. The past few years have introduced volatility that continues to ripple through the association events industry. Here are some reasons why once eager exhibitors are now more cautious about committing to in-person events:

Economic uncertainty and budget constraints. Inflation, supply chain disruptions, and broader market instability have led companies to reduce discretionary spending, including participation in events. Therefore, many exhibitors are dealing with internal budget cuts, shifting priorities, and stricter ROI expectations. 

Limits on government and institutional spending. For associations whose exhibitors rely on government contracts or public sector funding, sudden spending freezes or policy shifts can result in last-minute cancellations or scaled-back involvement. In some industries, entire contract cycles have been delayed or canceled, leaving exhibitors unable to justify event participation.

Uncertainty around event attendance. When projected attendance numbers are unclear or lower than expected, exhibitors may question whether the investment in participation is worth it. Many are now asking for more detailed audience data before committing, including job titles, industries, and decision-making power of attendees.

Together, these factors create a more risk-averse exhibitor environment. But with the right strategies, associations can still deliver value.

Strategies to Retain and Attract Exhibitors During Uncertain Times

In today’s unpredictable association environment, associations must demonstrate clear value, reduce perceived risk, and actively support exhibitors before, during, and after the event. Here are key strategies to help you maintain strong exhibitor participation, even when budgets are tight and uncertainty looms: 

• Improve communication and transparency. Share realistic attendance projections, highlight marketing efforts, and be upfront about what exhibitors can expect. Offering audience details — job roles, industries, and past engagement — can help exhibitors assess the value of participating and build trust.
• Offer scaled or flexible packages. Not all exhibitors can afford a premium package. Flexible, tiered options — like smaller booths, shared spaces, or hybrid add-ons — make participation more accessible during lean times.
• Showcase past success and ROI. Share data from past events — lead volume, booth traffic, follow-ups — to show results and support exhibitor decision-making.
• Support exhibitor marketing efforts. Offer social media kits, email templates, or exhibit spotlights in attendee communications.
• Facilitate more qualified lead opportunities. The more relevant connections exhibitors make, the better their outcomes, and the more likely they are to come back. So go beyond booth visits; offer lead matchmaking, appointment scheduling, and curated networking opportunities. 

When exhibitors know you’re invested in their success, they’re more likely to return. By meeting exhibitors where they are and focusing on value-driven support, your association can navigate tough times with resilience, keeping events strong and partnerships thriving.

Rethinking the Value of In-Person Events for Exhibitors

When budgets tighten, exhibitors scrutinize every dollar spent. To keep them engaged, associations must shift how they position exhibitor opportunities. You need to do more than simply offering booth space; you must demonstrate how your event drives real business outcomes by:

• Shifting from booth space to business outcomes. Exhibitors don’t just want visibility — they want results. Emphasize how your event facilitates direct business opportunities like lead generation, sales meetings, product demonstrations, and relationship building. Reframe your exhibitor pitch around outcomes, not square footage.
• Creating more engagement opportunities. Increase exhibitor ROI by offering curated networking, hosted buyer programs, sponsored talks, or demos that connect them with attendees. 
• Leveraging attendee intent data. Use registration data, session tracking, and engagement metrics to match exhibitors with highly relevant prospects. Pre-qualified leads help exhibitors measure and appreciate their ROI more easily.

Associations must evolve how they support exhibitors. While budgets and attendance may be uncertain, your response can make the difference. By focusing on outcomes, innovating your offerings, and helping exhibitors succeed, you can retain partnerships and strengthen your event’s reputation even in the most turbulent times.