EIC CMP Exam Questions

Correct answer: Speaker guidelines

Speaker guidelines are established to align the expectations of both the speakers and the individuals hiring them with the shared goal of receiving positive evaluations from the audience. Positive evaluations not only contribute to the speaker's reputation but also reflect positively on the organization and the event planner. By providing clear guidelines, all parties involved can work toward ensuring a successful and well-received presentation.

Meeting guidelines generally focus on the overall organizational aspects rather than specific speaker interactions. Presenter guidelines could imply similar aims but are less specifically targeted than speaker guidelines. Event guidelines encompass the broader scope of the event’s structure and management, and are not specifically focused on speaker engagement.

Correct answer: Meeting an event's goal of increasing the organization's credibility

While celebrities should never be hired to speak at an event simply because they are famous, if one of the objectives of an event is to increase the organization's credibility, it may make sense to have a celebrity present at the event. However, the most important factor to consider is how well a speaker can help the organization meet its goals and objectives.

Expecting more participants solely because of a celebrity is not a valid strategic reason. Anticipating a future favor from the celebrity is speculative and unreliable. Assuming venues will reduce fees is not a guaranteed outcome and is not a sound basis for hiring a celebrity speaker.

Correct answer: Signage

Meeting organizers who prioritize maintaining consistent branding across all marketing platforms often allocate a portion of their print production budget to signage. By doing so, they recognize the significance of signage in effectively promoting the meeting to attendees on-site. Signage serves as a powerful marketing tool, conveying key information, guiding participants, and reinforcing the event's branding and messaging. Including signage as part of the marketing strategy ensures a cohesive and impactful visual representation of the meeting, enhancing the overall attendee experience and fostering a strong brand presence throughout the event.

Event registration is a process, not a visual display for information and guidance. Venue selection refers to the choice of location for an event, not the informational or branding elements within it. Marketing collateral includes materials like brochures and handouts, which are distinct from fixed visual displays.

Correct answer: Cost

Audits can be internal, external, or combined. If an event team wants the most objective audits possible, it is wise to contract with a third-party auditing firm. However, one disadvantage of hiring external auditors (as opposed to conducting an internal audit) is the cost.

One of the advantages of an external audit is the lack of bias, as external audits are typically more objective than internal audits. They are also more reliable than internal audits. As long as an organization finds a credible third-party auditing firm, lack of credibility should not be a problem.

Correct answer: Communication matrix

In order to ensure you have created the proper flow of communication, you need to first define the specific communication needs of your event. A communication matrix is a chart that depicts what messages need to be communicated, by whom, to whom, through which delivery methods, and when. It is a valuable tool for project managers and event professionals.

The Event Specifications Guide (ESG) is the final working document shared with key staff, supplier partners, and venue representatives; it organizes all event details and consolidates them in one place. A pro forma invoice is a packing list on which is described the contents, quantity, value, weight, and dimensions. The event profile captures all information gathered and provides specifications of an event.

Correct answer: Analysis of variance

The analysis of variance is performed to assess the degree of alignment between budgeted revenues, expenses, and profit, and the actual performance. To calculate the variance in dollar amount, each line item's actual amount is subtracted from the corresponding budgeted amount. If the resulting value is positive, it indicates that there will be an increase in revenue, expenses, or profits compared to the budget. Conversely, a negative value signifies a shortfall, indicating that there will be a decrease in revenue, expenses, or profit compared to what was budgeted.

Analysis of venues does not relate to financial performance metrics but could involve assessing the suitability of event locations. Analysis of budget is a broader concept that does not specifically measure the detailed variances between planned and actual financial outcomes. Analysis of profits is too narrowly focused and doesn’t encompass the full spectrum of revenue, expenses, and their variances as does analysis of variance.

Correct answer: Intangibles

The Phillips ROI Methodology provides six data types that can be measured in the meetings and events field. Intangibles are the sixth data type and refer to the benefits from an event that cannot be converted into monetary value such as customer satisfaction.

Perceived value typically reflects the attendees' subjective evaluation of the event's worth, but it does not specifically categorize non-monetary benefits. Reactions capture the immediate responses of attendees to the event, such as their satisfaction or enjoyment, but these are not necessarily unquantifiable. Return On Investment (ROI) explicitly aims to measure financial gain or loss in relation to the event’s costs, focusing directly on monetary outcomes. Unlike these terms, intangibles specifically refer to important outcomes like networking enhancements, knowledge gains, or brand loyalty improvements, which are recognized as valuable but do not have a direct monetary measure, thus aligning perfectly with the benefits described in the scenario.

Correct answer: Having a plan

Event communication plans vary greatly depending on the size and purpose of the event. It is nearly impossible to predict every communication scenario, but having a plan is always the first step. Usually, this plan will transform into a revised plan that includes lessons learned from previous events or best practices offered by others in the industry.

Identifying a person in charge is essential, but it follows having a comprehensive communication plan. Notifying all attendees and ensuring all event staff have mobile phones are steps that enhance the implementation of the communication plan rather than initiate it.

Correct answer: Sponsorships

As per the APEX industry glossary (2011), sponsorships refer to the provision of financial or material assistance. They are typically accompanied by recognition or a paid opportunity, enabling an entity or exhibitor to enhance its visibility during a meeting. Sponsorships can play a significant role in revenue generation, particularly when there is a well-established program in place for acquiring suitable sponsorships. In numerous instances, sponsorships serve as a primary source of revenue, contributing substantially to the overall financial success of the meeting.

Backing generally implies support but lacks the specific context of providing visibility and commercial opportunities in event settings. Assistance is a broad term that could mean any type of help or support, lacking the commercial and promotional specificity associated with sponsorships. Partnerships imply a collaborative relationship that often involves shared responsibilities and benefits but do not specifically denote the commercial recognition and visibility provided in sponsorships.

Correct answer: Audio-visual vendor

An audio-visual vendor is not an example of a cross-promotion partner. Typically, vendors supply goods or services and their relationship with the event is transactional in nature.

Sponsors often engage in cross-promotion to maximize their visibility and association with the event, making them suitable partners. Speakers can utilize their platforms and influence to promote the event, enhancing the overall reach. Exhibitors have a direct interest in the success of the event as it impacts their potential customer engagement and sales, making them likely to participate in cross-promotion efforts.

Correct answer: Variable costs

In the context of event budgets, there are several different types of costs. Variable costs change according to how many attendees register for an event such as food and beverage and printed materials.

Fixed costs are those incurred regardless of the number of attendees such as room rental, marketing, insurance, signage, etc. Indirect costs are organizational expenses not directly related to the event such as staff salaries and equipment repair. Direct costs is not a separate term although it would apply to both fixed and variable costs.

Correct answer: Enough time to verify all materials are set up correctly

An event set-up schedule should indeed account for sufficient time to verify that all materials are set up correctly, ensuring everything is in place and functioning before the event begins. This is crucial to prevent any last-minute disruptions or malfunctions.

Extra time for presentations due to attendees running late, injuries and illnesses, and inclement weather, while important considerations in broader event planning, are not typically part of the set-up schedule itself.

Correct answer: Personal contact information

Many event planners incorporate X into their event marketing strategy. It can be used to build traffic at a trade show booth by offering a high-value giveaway and asking customers to tweet a specific phrase to claim it. Personal contact information should not be included in the tweet.

Including the event hashtag in tweets helps unify the conversation around the event, increasing visibility and engagement. Using your company's handle in tweets directs attention to your business's profile, boosting brand recognition and follower interaction. Mentioning the booth number makes it easy for attendees to find the location within the trade show, facilitating direct engagement and promotional activities.

Correct answer: Co-location

The advantage of co-location is the ability to achieve economies of scale, as multiple organizations can share common meeting features. This allows for efficient resource utilization and will maximize benefits for all parties.

Bi-location and consolidation do not specifically refer to the hosting of two related events in one venue as these terms are not standard in describing event setups.

Correct answer: Digital signage

Digital signage plays a vital role in distributing information across a venue through stand-alone or networked electronic displays. Ensuring the delivery of accurate and timely information is essential for the success of any event. By leveraging digital signage systems, event organizers can effectively communicate important updates, announcements, schedules, directions, and other relevant information to attendees, enhancing their overall experience and facilitating smooth navigation within the venue.

Digital papers are static and cannot update in real time, making them less suitable for dynamic event information needs. Corner signage is limited in placement and visibility, reducing its effectiveness in a large venue. While interactive signage provides engagement, it may not be as effective in broadcasting information quickly to all attendees as digital signage.

Correct answer: A marketing plan

Marketing plans are written documents outlining the situational analysis, audience, and distribution channels that will support the goals and objectives of the event. Marketing plans are an essential part of defining your audience and plan of approach and are as critical as an event specifications guide to an event's success.

A large budget can enhance marketing efforts but is not essential for success, as effective strategies can be implemented even with limited funds. A strong leader contributes positively to team motivation and direction but is not a substitute for a comprehensive marketing plan. A branded company helps in leveraging brand recognition but does not replace the need for a detailed marketing strategy.

Correct answer: The SWOT analysis encompasses a comprehensive evaluation of the market, considering the strengths, weaknesses, opportunities, and threats related to the meeting.

A meeting marketing plan typically incorporates a SWOT analysis to encompass the extensive market research conducted. This section of the plan entails comprehensive information about the target audience and relevant segmentation, market size and share, competitors, and stakeholder needs. The collected data is then evaluated in the context of the meeting's strengths, weaknesses, opportunities, and threats. By integrating these elements, the SWOT analysis provides a holistic understanding of the market landscape and facilitates informed decision-making in the marketing strategy for the meeting.

Correct answer: Reduction of carbon emissions

The delivery of items from outside the venue can affect the schedule in significant ways. You should discuss with each department or supplier all items that might be arriving from another location and then make necessary arrangements. Consider using a freight forwarder to handle some of the stress and to reduce carbon emissions caused by separate deliveries.

Faster delivery of supplies is not a guaranteed benefit of using a freight forwarder, as their primary role is efficient logistics management rather than speed. Improved relationships with stakeholders are not directly influenced by the use of a freight forwarder, which focuses on logistics rather than stakeholder management. Increased chances of a successful event are not specifically tied to the services of a freight forwarder, as success depends on numerous factors beyond logistics alone.

Correct answer: Identification signs

Identification signs are designed to display the name of the event and indicate the location of various areas within the venue. Examples of these signs can be found in pressrooms, general sessions, exhibit halls, and other function spaces.

Venue maps and wayfinding signs primarily guide attendees to their destinations rather than naming the event or indicating specific areas. Event promotional banners are used for marketing and do not typically provide directional information or detail specific areas within the venue. Sponsor recognition displays are meant to acknowledge sponsors, not to identify the event or direct attendees to various locations.

Correct answer: Blogs

A modern and sought-after approach to content marketing entails the development and consistent upkeep of one or more active blogs dedicated to a specific meeting. These blogs can be seamlessly integrated into the meeting or host organization's existing website, serving as a straightforward yet impactful means of generating interest and anticipation for the upcoming event. By regularly publishing relevant and engaging content on the blog, meeting organizers can effectively showcase the value and unique offerings of the meeting, thereby capturing the attention of the target audience. Blogs provide a dynamic platform to communicate updates, share insights, and build anticipation, ultimately driving awareness and fostering a sense of excitement surrounding the event.

Social media advertising might not focus on content depth like blogs can, potentially limiting engagement. Email marketing campaigns, while effective for direct communication, lack the interactive content depth that blogs provide. Traditional print media may not reach the online audience actively engaging with event-related content.