Measuring the success of your event is just as important as the planning but it’s not only ticket sales, attendance numbers or social media engagement you should look at. Let’s say your event was booked out, everything went according to plan and so from your perspective it was a success - can you be certain the attendees feel the same way?
Your event participants will bring different expectations and perspectives and each individual’s experience will be totally unique from the next. What you as the organiser may see as a minor feature or inconvenience, could be thing that makes or breaks an event for a guest. That’s why seeking feedback after your event is so important - especially if you’re planning to hold it again or want to maintain a relationship with attendees!
Asking for feedback about your event can be done in a number of ways and at different times, depending on the type and size of the event and audience. One of the key things to consider is when to survey your event attendees. There are three main options:
Immediately - at the event:
Capturing opinions and feelings while people are still at your event is a great way to get the most accurate and immediate feedback, but it can be difficult to get people to stop and complete a survey in person. Developing an event app allows you to easily integrate questions and polls or you could send SMS messages for a quick and easy way to gain feedback throughout the event. Remember, the simpler you make to answer your survey, the more responses you will receive.
For larger in-person events, you can set up dedicated feedback stations, usually near the exit points, and run a promotion to help incentivise people to respond – ‘share your feedback to win a holiday!’ for example. This works best for events like expos and festivals where guests have already spent an extended period of time and don’t mind taking another five minutes, especially if there’s something in it for them.
Considering the current COVID climate, it may be worthwhile checking in with your audience as their expectations and needs may have changed significantly. It’s also an opportunity to begin communicating any significant changes that may impact their experience so it’s not a surprise on the day.
Asking event participants what they would like to experience can help to build anticipation and a sense of ownership. It gives you the opportunity to bring your audience on the planning journey with you – just don’t disappoint them on the day!