IBIE attendees don’t just discover the event on their own — they’re influenced by trusted industry connections and exhibitor outreach across both halls. In fact, one-third first learned about IBIE through a colleague, making peer recommendations a more powerful driver of awareness than email, trade advertising or even direct invitations.

Exhibitors are helping fuel that momentum, too, with more than half using customer discount codes to encourage attendance. The result? A more engaged, better-prepared audience that arrives with the show already on their radar — and, in many cases, brands they’re eager to connect with.