CEM Exhibitor Relations & Sales 5 — Questions and Answers
Question 1: Which of the following best describes the purpose of an exhibitor priority points system?
- To penalize exhibitors who violate show rules
- To reward long-term exhibitors with preferred booth selection order based on years of participation and spending (Correct answer)
- To rank exhibitors by company size for marketing purposes
- To determine which exhibitors receive complimentary hotel rooms
Correct answer: To reward long-term exhibitors with preferred booth selection order based on years of participation and spending
Priority points systems reward loyalty by giving long-term, high-investment exhibitors first choice of booth locations in the next show cycle.
Question 2: An exhibitor wants to conduct a live product demonstration that involves open flame. The exhibition manager's primary responsibility is to:
- Approve the demonstration to support the exhibitor's marketing goals
- Require the exhibitor to obtain prior written approval from the venue and show management, and comply with all fire safety requirements (Correct answer)
- Deny all demonstrations involving any type of heat source
- Delegate the decision entirely to the venue fire marshal
Correct answer: Require the exhibitor to obtain prior written approval from the venue and show management, and comply with all fire safety requirements
Open flame demonstrations require advance approval, safety compliance documentation, and coordination with venue fire safety authorities.
Question 3: When an exhibition manager conducts a post-show debrief with the exhibitor sales team, the MOST important topic to cover is:
- The number of new booth designs introduced at the show
- Conversion rates from prospect to contracted exhibitor and reasons prospects declined (Correct answer)
- The total hours the sales team worked during the sales cycle
- Which competitors attended as spectators
Correct answer: Conversion rates from prospect to contracted exhibitor and reasons prospects declined
Analyzing conversion rates and objection patterns identifies where the sales process needs improvement and which prospect segments need different approaches.
Question 4: A sponsoring exhibitor is upset that their logo was incorrectly sized on show signage. The exhibition manager should:
- Explain that signage errors are the responsibility of the print vendor
- Apologize, correct the signage immediately if possible, and discuss appropriate remedies based on the visibility impact (Correct answer)
- Offer only a verbal apology with no remediation
- Tell the exhibitor the signage meets minimum contract requirements
Correct answer: Apologize, correct the signage immediately if possible, and discuss appropriate remedies based on the visibility impact
Sponsors expect brand accuracy; immediate correction combined with meaningful remediation preserves the relationship and protects future sponsorship revenue.
Question 5: Which approach is MOST effective when a prospective exhibitor objects that the booth fees are too expensive compared to a competing show?
- Match the competitor's price immediately to close the deal
- Acknowledge the comparison and clearly articulate the unique attendee value and ROI differentiators of your show (Correct answer)
- Dismiss the competitor as inferior without evidence
- Offer to let the exhibitor pay after the show based on leads received
Correct answer: Acknowledge the comparison and clearly articulate the unique attendee value and ROI differentiators of your show
Addressing price objections by articulating specific value differentiators shifts the conversation from cost to ROI, which is a more sustainable sales position.
Question 6: The exhibitor move-out schedule should be communicated to exhibitors:
- Only verbally during show open hours on the final day
- In the Exhibitor Service Manual well in advance and reinforced through on-site announcements and signage (Correct answer)
- Only when an exhibitor asks about it
- Exclusively through the official freight carrier
Correct answer: In the Exhibitor Service Manual well in advance and reinforced through on-site announcements and signage
Proactive communication of move-out schedules in the ESM and through on-site reminders prevents unauthorized early breakdown and ensures orderly dismantle.
Question 7: An exhibition manager wants to grow the number of first-time exhibitors at the next show. Which tactic is MOST likely to be effective?
- Reducing the number of total exhibitors to create artificial scarcity
- Offering a first-time exhibitor package with educational support, reduced fees, and targeted placement near high-traffic areas (Correct answer)
- Requiring existing exhibitors to refer new companies
- Eliminating the exhibitor prospectus to create exclusivity
Correct answer: Offering a first-time exhibitor package with educational support, reduced fees, and targeted placement near high-traffic areas
First-timer packages reduce the financial and logistical risk of exhibiting for the first time, increasing the likelihood of conversion and return participation.
CEM Exhibitor Relations & Sales 5
Which of the following best describes the purpose of an exhibitor priority points system?