CEM Event Marketing and Sales Questions and Answers

Question 1

An event sales team is developing sponsorship packages. They decide to create Platinum, Gold, and Silver levels, each with a different set of benefits and price points. This common approach to sponsorship pricing is known as what model?

Accepted Answer

A tiered model

Answer

The tiered model is the most common approach for sponsorship packages, creating different levels (like Platinum, Gold, Silver) with cumulative or distinct benefits at various price points to appeal to a range of potential sponsors.

Question 2

A marketing manager for a new tech conference wants to nurture potential attendees who have shown initial interest but haven't registered. They plan to send a series of automated, pre-written emails with content like speaker spotlights, early-bird reminders, and 'last chance' offers. What is this email marketing strategy called?

Accepted Answer

A drip campaign

Answer

A drip campaign is a strategy that involves sending a pre-written set of messages to customers or prospects over time. These campaigns are automated and can be triggered by user actions or a schedule, making them ideal for nurturing leads through the sales funnel for an event.

Question 3

Which of the following is the MOST critical piece of information to include in a sponsorship proposal to demonstrate value and alignment to a potential sponsor?

Accepted Answer

Detailed audience demographics and engagement metrics.

Answer

Sponsors are most concerned with Return on Investment (ROI), which is determined by whether the event's audience aligns with their target market. Providing detailed data on attendee demographics, interests, past engagement levels, and reach is crucial for sponsors to evaluate the value of their potential investment.

Question 4

An event marketer is mapping the attendee journey using the AIDA model. In the 'Interest' stage, what is the primary marketing objective?

Accepted Answer

To generate curiosity and provide engaging content about the event's value.

Answer

The AIDA model stands for Awareness, Interest, Desire, and Action. After a potential attendee is aware of the event (Awareness), the 'Interest' stage focuses on capturing their curiosity by providing more detailed, engaging content like speaker bios, program details, and testimonials to highlight the event's benefits.

Question 5

A sales manager for an annual exhibition is in a meeting with a prospective exhibitor who is hesitant to commit due to budget concerns. The manager offers to customize a package, swapping a standard marketing benefit for a speaking opportunity the prospect values more, without changing the price. This approach is an example of what key sales principle?

Accepted Answer

Flexibility and value-based selling

Answer

Effective sponsorship and exhibitor sales often require flexibility. By understanding the prospect's specific needs and customizing a package that provides more value to them—even if it deviates from standard offerings—the manager is practicing value-based selling and demonstrating a willingness to partner, which can be crucial for closing a deal.

(CEM) Certified Emergency Manager Practice Test

(CEM) Certified Emergency Manager Practice Test

CEM Event Marketing and Sales Questions and Answers