CEM Exhibitor Relations & Sales 3 — Questions and Answers
Question 1: An exhibitor requests a corner booth but all corners are already sold. The BEST response is to:
- Remove another exhibitor from a corner to accommodate the request
- Waitlist the exhibitor for a corner and offer the best available alternative in the meantime (Correct answer)
- Tell the exhibitor corners are not available and end the conversation
- Offer a double-wide inline booth as an equivalent replacement without explanation
Correct answer: Waitlist the exhibitor for a corner and offer the best available alternative in the meantime
Waitlisting shows responsiveness while the interim offer gives the exhibitor a workable option if a corner does not open up.
Question 2: When setting booth fees, an exhibition manager should primarily consider:
- The highest price the market will bear, regardless of value delivered
- Cost of show production, competitive benchmarking, and demonstrated attendee value (Correct answer)
- Only what was charged at the previous year's show
- The budget requirements of the hosting venue
Correct answer: Cost of show production, competitive benchmarking, and demonstrated attendee value
Pricing should reflect production costs, market standards, and the proven value delivered to exhibitors to remain competitive and sustainable.
Question 3: An exhibitor violated show rules by distributing materials outside their contracted booth space. The exhibition manager's FIRST action should be:
- Immediately eject the exhibitor from the show floor
- Privately notify the exhibitor of the violation and request immediate compliance (Correct answer)
- Ignore the violation if no other exhibitors complain
- Post a public notice about the rule on the show floor
Correct answer: Privately notify the exhibitor of the violation and request immediate compliance
A private, professional notification gives the exhibitor the opportunity to correct behavior without public embarrassment, preserving the relationship.
Question 4: Which document formally outlines the rules, regulations, and responsibilities for exhibitors at a trade show?
- The exhibitor prospectus
- The exhibitor service manual (ESM) (Correct answer)
- The event marketing plan
- The move-in schedule
Correct answer: The exhibitor service manual (ESM)
The Exhibitor Service Manual (ESM) is the comprehensive reference document that details rules, vendor contacts, deadlines, and logistics for exhibitors.
Question 5: A returning exhibitor requests the same booth location they had last year. What should the exhibition manager do?
- Guarantee the same location as a standard policy
- Honor the request if the location is available and consistent with the current floor plan and priority system (Correct answer)
- Assign the location regardless of floor plan changes
- Tell the exhibitor locations are only assigned by lottery
Correct answer: Honor the request if the location is available and consistent with the current floor plan and priority system
Honoring location preferences when possible builds loyalty, but changes in floor plans or priority systems may legitimately affect availability.
Question 6: Which of the following is an example of a value-added service that can be included in exhibitor packages to increase sales conversions?
- Mandatory booth inspection fees
- Complimentary pre-show lead list of registered attendees (Correct answer)
- Required purchase of official show furniture
- Mandatory attendance at all educational sessions
Correct answer: Complimentary pre-show lead list of registered attendees
A pre-show lead list of registered attendees gives exhibitors the ability to set appointments and plan outreach, directly enhancing their ROI.
Question 7: An exhibitor notifies show management they need to cancel 30 days before the event. According to standard industry practice, the exhibition manager should:
- Refund the full booth fee immediately
- Apply the cancellation policy outlined in the exhibitor contract regarding forfeited fees (Correct answer)
- Waive all fees as a goodwill gesture
- Charge the exhibitor double the booth fee as a penalty
Correct answer: Apply the cancellation policy outlined in the exhibitor contract regarding forfeited fees
Applying the contractual cancellation policy consistently is both fair and legally sound, protecting the organizer's revenue commitments.
CEM Exhibitor Relations & Sales 3
An exhibitor requests a corner booth but all corners are already sold.
The BEST response is to: