CEM CEM Sponsorship & Revenue Generation 1 — Questions and Answers
Question 1: Which document outlines the benefits, costs, and terms a sponsor receives in exchange for their financial support of an exhibition?
- Sponsorship Prospectus (Correct answer)
- Exhibitor Service Manual
- Event Floor Plan
- Post-Show Report
Correct answer: Sponsorship Prospectus
A sponsorship prospectus details available sponsorship tiers, deliverables, exclusivity options, and pricing to attract potential corporate sponsors.
Question 2: In exhibition sponsorship, what does 'category exclusivity' mean?
- Only one sponsor per industry category is allowed to sponsor the event (Correct answer)
- The sponsor pays for exclusive rights to a single booth category
- All competitors of the sponsor are barred from exhibiting
- The organizer can only approach sponsors from pre-approved industries
Correct answer: Only one sponsor per industry category is allowed to sponsor the event
Category exclusivity grants a sponsor the sole right to represent their industry sector at the event, preventing direct competitors from obtaining sponsorship.
Question 3: Which of the following is an example of a 'value-in-kind' (VIK) sponsorship?
- A hotel providing complimentary room blocks for speakers instead of cash payment (Correct answer)
- A company paying a cash fee for logo placement on signage
- An exhibitor purchasing a larger booth space at a discounted rate
- A media company buying advertising in the event program
Correct answer: A hotel providing complimentary room blocks for speakers instead of cash payment
Value-in-kind sponsorship involves a sponsor contributing goods or services—rather than cash—in exchange for event recognition and benefits.
Question 4: What is the primary purpose of a post-event sponsorship report sent to sponsors?
- To demonstrate the value delivered against promised sponsorship benefits and justify renewal (Correct answer)
- To notify sponsors of next year's booth pricing
- To provide attendees with a summary of sponsored sessions
- To fulfill the venue's insurance documentation requirements
Correct answer: To demonstrate the value delivered against promised sponsorship benefits and justify renewal
Post-event reports quantify reach, impressions, and ROI metrics to prove the sponsor received value, which is critical to securing renewal commitments.
Question 5: Which revenue stream involves charging exhibitors a fee to access pre-registered attendee contact information before the show?
- Pre-show attendee list rental (Correct answer)
- Exhibitor booth upsell
- General registration surcharge
- Exclusive keynote sponsorship
Correct answer: Pre-show attendee list rental
Pre-show attendee list rental generates incremental revenue by allowing exhibitors to contact registered attendees in advance of the event.
Question 6: When structuring a tiered sponsorship program, what is the MOST important factor in setting price differences between tiers?
- The quantifiable value and visibility of benefits at each tier (Correct answer)
- The alphabetical order of potential sponsor company names
- The number of years the event has been running
- The total square footage of the exhibition hall
Correct answer: The quantifiable value and visibility of benefits at each tier
Tier pricing should reflect the measurable value—audience reach, exclusivity, lead generation potential—provided at each level to justify the investment to sponsors.
CEM CEM Sponsorship & Revenue Generation 1
Which document outlines the benefits, costs, and terms a sponsor receives in exchange for their financial support of an exhibition?