IBIE 2025: How a New Sales Strategy Increased Exhibit Revenue by $3.9 Million

The International Baking Industry Exposition (IBIE) is the largest trade show serving the global baking industry in the Western Hemisphere, drawing 20,000 attendees. IBIE takes place every three years and brings together manufacturers, baking professionals and suppliers from around the world to network, exchange ideas and connect across the baking supply chain.
 

The opportunity

As planning began for the 2025 show, economic uncertainty, inflation and global trade pressures created a challenging environment for manufacturers and international markets in the baking industry. At the same time, IBIE leadership wanted to grow exhibitor participation, broaden IBIE’s international presence and strengthen exhibitor retention while improving the effectiveness of its strategic sales plan. Meeting these goals required reaching more companies, improving coordination across teams and strengthening the development of exhibitor relationships.
 

Refreshing the sales strategy

IBIE partnered with Smithbucklin to advance these goals with a more coordinated approach to exhibitor sales and engagement. The team established a dedicated sales leadership position to coordinate exhibitor outreach and oversee the Customer Relationship Management (CRM) system that tracked exhibitor activity, as well as establish an integration between the CRM and tradeshow management system. Sales data from these two integrated systems helped the team identify growing segments of the baking industry and adjust outreach as market conditions shifted.

IBIE leadership and staff ensured exhibitor marketing, internal communications and exhibit hall planning worked together as a cohesive effort, creating more consistent sales support. IBIE also simplified several key exhibitor processes, making participation easier and improving the overall show experience.
 

What we did together

Grew new exhibitor base

To increase the number of companies participating, IBIE expanded its list of potential exhibitors and increased direct communication with both new and returning organizations by:

• Adding 1,336 new companies to the prospect database across key and emerging segments.
• Identifying 1,943 new contacts.
• Completing 2,474 outreach efforts, including calls and meetings.
• Sending 19,097 individual exhibit sales emails across 23 campaigns.

The team also attended 15 industry events to meet potential exhibitors and learn about new trends. This outreach led to 391 new companies exhibiting.  
 

Simplified booth pricing and sales timeline

IBIE reviewed and simplified booth pricing from six tiers to two, aligning with industry standards and improving operational efficiency. The show also shifted from three space selection rounds over four months to a single, condensed selection period. This change allowed IBIE to begin selling to new prospects three months earlier than in previous cycles and extended the overall sales window. 
 

Strengthened international participation

IBIE strengthened relationships with global sales agents and increased outreach to prospective exhibitors across international markets, resulting in:

• 258 international exhibitors.
• 37 countries represented.
• 45% growth in international exhibitors compared to 2022.
• 75 exhibitors from China, marking significant growth from 2022 participation.
• 22 exhibitors from Latin America, a 36% increase from 2022.

Elevated the exhibitor experience

To reduce friction in the planning process, IBIE integrated a new exhibit management platform with detailed planning behind the rollout. The focus was on creating a smooth experience for exhibitors at every stage.

IBIE also refreshed the Exhibitor Summit, its in-person planning and education day, with interactive programming designed to encourage conversation and peer learning. IBIE also expanded its product donation program, delivering thousands of pounds of food to local charities following the event. These initiatives strengthened exhibitor engagement and expanded the event’s impact.
 

Results

IBIE achieved record results for the 2025 show:

• Exceeded the exhibit sales budget by 11%
• $14.3 million in total net exhibit revenue, a $3.9 million increase over the previous show in 2022
• 1,001 exhibiting companies, up from 791 in 2022
• 484 first-time exhibitors, representing 48% of the exhibitor base
• 449,300 square feet of exhibit space sold, an 8% increase over 2022
• 72% exhibitor retention rate, despite industry mergers affecting the exhibitor base.

Additionally, a targeted late-stage sponsorship rollout drove an incremental $91,000 in revenue within six months, including $19,000 from new sponsorship offerings.
 

“IBIE has always been an important gathering point for the global baking industry, and the results of the 2025 show demonstrate what is possible when strategy, outreach and industry relationships come together. Our work with Smithbucklin helped us expand our exhibitor base, strengthen international participation and create an exhibit hall that reflects the energy and growth of the baking community.”

-Samantha Moore, CMP, CEM

Assistant Corporate Secretary & Director of Tradeshow Operations, IBIE
 

These results reinforce IBIE’s role as the leading global marketplace for the baking industry and show how clear planning, strong partnerships and sustained engagement with exhibitors can drive long-term event growth.