CEM Exhibitor Relations & Sales 2 — Questions and Answers
Question 1: An exhibitor calls to complain that their assigned booth location receives minimal foot traffic. What is the BEST first step for the exhibition manager?
- Immediately reassign the exhibitor to a premium location at no charge
- Review the floor plan traffic flow data and discuss relocation options based on availability (Correct answer)
- Apologize and offer a discount on next year's booth fee
- Explain that all locations were assigned fairly and no changes can be made
Correct answer: Review the floor plan traffic flow data and discuss relocation options based on availability
Reviewing traffic flow data gives an objective basis for discussion and demonstrates responsiveness while managing expectations around availability.
Question 2: Which metric is MOST useful for demonstrating ROI to a hesitant prospective exhibitor during the sales process?
- Total square footage of the show floor
- Average attendee-to-exhibitor interaction rate from past shows (Correct answer)
- Number of exhibiting companies at the previous event
- Total marketing spend for the event
Correct answer: Average attendee-to-exhibitor interaction rate from past shows
Attendee-to-exhibitor interaction rates directly reflect the value exhibitors receive from participating, making it the most compelling ROI metric.
Question 3: A first-time exhibitor asks for guidance on how to maximize their presence at an upcoming show. The exhibition manager should PRIMARILY recommend:
- Purchasing the largest booth available
- Attending pre-show exhibitor orientation and utilizing provided marketing resources (Correct answer)
- Hiring outside promoters to drive traffic to their booth
- Focusing solely on giveaways to attract attendees
Correct answer: Attending pre-show exhibitor orientation and utilizing provided marketing resources
Exhibitor orientation and official marketing resources are designed to help new exhibitors succeed within the show's framework and rules.
Question 4: When negotiating a multi-year exhibitor contract, which concession is generally considered most sustainable for the show organizer?
- A fixed booth fee with no annual increases
- Locked-in premium booth placement regardless of future floor plan changes
- A modest annual price increase cap in exchange for early commitment (Correct answer)
- Complimentary sponsorships included each year
Correct answer: A modest annual price increase cap in exchange for early commitment
An annual increase cap balances the exhibitor's desire for pricing predictability with the organizer's need to account for rising costs.
Question 5: An exhibitor's booth materials arrive damaged by the official freight carrier two days before the show opens. The exhibition manager should:
- Advise the exhibitor to file a claim with the carrier after the show
- Connect the exhibitor with the official carrier's on-site representative and document the damage immediately (Correct answer)
- Offer to replace the materials from show inventory
- Ask the exhibitor to rent a display from a competitor
Correct answer: Connect the exhibitor with the official carrier's on-site representative and document the damage immediately
Connecting the exhibitor with the carrier representative and documenting damage immediately protects the exhibitor's claim rights and expedites resolution.
Question 6: Which strategy is MOST effective for re-engaging a lapsed exhibitor who has not participated in the past two years?
- Send a standard renewal invoice with updated pricing
- Conduct a personal outreach call to understand their reasons for not returning and present show improvements (Correct answer)
- Offer the deepest possible discount to win them back
- Send marketing emails about show highlights only
Correct answer: Conduct a personal outreach call to understand their reasons for not returning and present show improvements
Personal outreach demonstrates the organizer values the relationship and allows addressing specific objections that caused the lapse.
Question 7: The exhibitor prospectus should include all of the following EXCEPT:
- Attendee demographic and profile data
- Floor plan with available booth locations
- A list of competing exhibitors and their product lines (Correct answer)
- Sponsorship and marketing opportunities
Correct answer: A list of competing exhibitors and their product lines
Disclosing competitor exhibitor details in the prospectus is inappropriate and may raise competitive concerns; the prospectus focuses on value to the exhibitor.
CEM Exhibitor Relations & Sales 2
An exhibitor calls to complain that their assigned booth location receives minimal foot traffic.
What is the BEST first step for the exhibition manager?