CEM Exhibitor & Stakeholder Management 4 — Questions and Answers
Question 1: An exhibitor's freight arrives damaged on the show floor. Who has PRIMARY responsibility for filing the damage claim?
- The show organizer's insurance carrier
- The exhibitor, against the carrier or drayage company that handled the shipment (Correct answer)
- The general service contractor on the exhibitor's behalf
- The venue, since the damage occurred on their property
Correct answer: The exhibitor, against the carrier or drayage company that handled the shipment
The exhibitor holds the shipping contract and must file the claim directly with the responsible carrier or drayage company.
Question 2: What is the purpose of an 'exhibitor prospectus'?
- A financial statement showing the show's revenue to attract investors
- A marketing document that presents booth opportunities, audience data, and pricing to prospective exhibitors (Correct answer)
- A legal contract binding exhibitors to participation terms
- An internal report tracking exhibitor retention year over year
Correct answer: A marketing document that presents booth opportunities, audience data, and pricing to prospective exhibitors
The exhibitor prospectus is a sales tool that communicates the show's value proposition, audience demographics, and space options to prospective exhibitors.
Question 3: A key exhibitor announces they will not return unless floor plan changes are made. Which stakeholder management approach is MOST effective?
- Make all requested changes immediately to retain the exhibitor
- Schedule a meeting to understand their concerns and evaluate feasibility within broader show constraints (Correct answer)
- Tell the exhibitor the floor plan is final and non-negotiable
- Offer a discount on booth space as a substitute for the changes
Correct answer: Schedule a meeting to understand their concerns and evaluate feasibility within broader show constraints
Listening to the concern and evaluating feasibility balances the exhibitor's needs against obligations to other stakeholders.
Question 4: Which clause in an exhibitor contract protects the organizer if the event must be cancelled due to circumstances beyond their control?
- Indemnification clause
- Force majeure clause (Correct answer)
- Liquidated damages clause
- Arbitration clause
Correct answer: Force majeure clause
Force majeure clauses excuse non-performance when unforeseeable events such as natural disasters or pandemics make the event impossible.
Question 5: When developing a post-show exhibitor survey, which question format provides the MOST actionable data?
- Open-ended 'tell us anything' fields only
- Net Promoter Score combined with specific attribute ratings and one open-ended comment field (Correct answer)
- Yes/No questions about logistics only
- A single overall satisfaction rating on a 10-point scale
Correct answer: Net Promoter Score combined with specific attribute ratings and one open-ended comment field
Combining NPS with attribute ratings isolates specific strengths and weaknesses while the open-ended field captures unexpected insights.
Question 6: A major exhibitor requests exclusivity in their product category. How should the organizer evaluate this request?
- Grant exclusivity automatically if they are the top-spending exhibitor
- Assess revenue impact, attendee value, and potential competitive backlash before deciding (Correct answer)
- Deny all exclusivity requests to remain neutral
- Grant exclusivity for one year and reassess without telling other exhibitors
Correct answer: Assess revenue impact, attendee value, and potential competitive backlash before deciding
Exclusivity decisions require a full business analysis because they affect competitor exhibitors, attendee options, and long-term show health.
Question 7: In the context of stakeholder mapping, what does 'high power, low interest' suggest about how to manage that stakeholder?
- Engage them deeply with frequent detailed updates
- Keep them satisfied with high-level updates but do not over-involve them (Correct answer)
- Ignore them since they have low interest in the event
- Treat them the same as high-power, high-interest stakeholders
Correct answer: Keep them satisfied with high-level updates but do not over-involve them
High-power, low-interest stakeholders need to be kept satisfied to prevent disruptive intervention, but excessive engagement wastes their time.
CEM Exhibitor & Stakeholder Management 4
An exhibitor's freight arrives damaged on the show floor.
Who has PRIMARY responsibility for filing the damage claim?