Exhibitor Relations - VIRTUAL CLASS - 6/9/26
Includes a Live Web Event on 06/09/2026 at 8:30 AM (CDT)
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Register
- Non-member - $490
- Member - $349
- Freeman Member - $279.20
This class will be conducted VIRTUALLY through Zoom on 6/9/26 from 8:30am - 2:30pm CST. There will be an optional 30-minute study period followed by an hour for the exam. Those that are recertifying, not taking the exam or taking the course as not part of the CEM program will end their day at 2:30pm CST.
You are required to read the workbook before class. It is located under the “Workbook” tab.
You must have a webcam to take this class.
COURSE DESCRIPTION:
Exhibitors are a critical stakeholder in the exhibitions and events industry that are often misunderstood or overlooked. Understanding how to partner with exhibitors to ensure their success will help drive value for the show organizer, the exhibitor and the attendee. It is important for show organizers to understand the root causes of pain points for exhibitors and what systems, processes and solutions a show organizer can implement to address the needs of their exhibitors and create success for all stakeholders.
LEARNING OBJECTIVES:
After completing this course, the participant should be able to:
- Accurately identify all stakeholder groups and their role in the exhibitions industry
- Describe what elements of an RFP can be negotiated and how those choices may impact the exhibitors, both positively and negatively
- Explain the current pain points for exhibitors, including the root cause of those pain points and possible ways to address them to benefit both the exhibitor and the trade show stakeholders
- Describe the differences between show rules, union rules and venue rules
- Explain the importance of communicating with and resolving issues for exhibitors, including identifying practical systems, processes and solutions to address these situations
- Set sustainability goals for a trade show and understand the driving factors to encourage participation from exhibitors
- Develop and implement DE&I initiatives to create an inclusive experience
- Recall a range of technology and understand how to use it effectively
- Support exhibitors in calculating ROI through the use of data and metrics
Jessica Sibila, CMP, CTSM
Executive Director
The Exhibitor Advocate
Jessica is a seasoned marketer and social impact professional with a unique collection of experiences ranging from event marketing, community engagement, philanthropy and corporate branding. Jessica has over 20 years’ experience driving the development of strategic events and social impact programs for leading brands in the natural and organic industry. Jessica is a CTSM (Certified Trade Show Marketer), CMP (Certified Meeting Planner), and holds certifications in corporate social responsibility from Boston College and the University of Colorado. Jessica is the Executive Director of The Exhibitor Advocate, a non-profit, trade association dedicated to amplifying the voice of exhibitors. The group is on a mission to raise awareness of exhibitor challenges and collaborate with all industry stakeholders to promote and cultivate open communication, consistent standards and industry best practices. Jessica has held positions on both the show management and exhibitor side of the trade show industry. She understands the unique challenges of the industry and believes that collaboration between all stakeholders will uphold exhibitions and events as a valuable and irreplaceable marketing channel. In addition to The Exhibitor Advocate role, Jessica operates as an exhibit marketer through her consulting business, Jessica Sibila Consulting. She previously led the corporate event and community engagement strategy for WhiteWave Foods and Danone North America. She now extends that expertise to companies developing strategic events to elevate their impact. When she’s not on the trade show floor, Jessica can be found hiking, biking and traveling with her family. She’s a lover of all things food and wine and will gladly take your restaurant recommendations.
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