How to Leverage Surveys in Event Planning

A common mistake that many event planners make is neglecting the needs of their audience. It's easy to become immersed in the details of venue negotiations, catering options, transportation and lodging, and other minutiae. However, in the end, your audience's level of satisfaction plays a key role in your continuing success. This is the main value of using surveys before, during, and after any event you plan.

Today, I'll describe the advantages of surveying your audience at each stage. I'll explain why their feedback is important and the types of information you can gain access to. By the end, you'll understand the reason some of the top planning experts are using surveys to pave the road for their future success.

Surveying Your Registrants Before The Event

Every one of your attendees arrives with a set of expectations. They can include the speakers from whom they're about to hear, the breadth of sessions planned during the day, and even the food. Whether you're planning a meeting, industry conference, or a fundraiser, survey your registrants beforehand. Ask them about the subject matter they're most interested in hearing about. You can even ask them to suggest speakers; you may be surprised how often doing so can uncover a great speaker about whom you were unaware.

It's also worth asking about the type of lodging your registrants prefer, whether they plan to attend every session or not, and the number of days (for a multi-day affair) they plan to stay. If you're able to identify registrants who have decided not to attend, find out the reasons why. This can be valuable information for future events.

Using Surveys During The Event

Once your meeting or conference starts, your attendees will begin drowning in new information, product specifications, and other details. It's not uncommon for them to lose their excitement about being there. And once that happens, they'll stop participating. You can design short surveys to inject a measure of excitement back into your guests. The key is getting them involved; provide the opportunity for your guests to give their opinions on the topics being discussed.

If the format of your event allows, share the results from the previous sessions at the beginning of the following sessions. Not only does this provide you, the planner, with insight about your attendees' perspectives, but it also encourages them to interact with other guests. Another benefit is that you can share the information with upcoming speakers so they can tailor their presentations to the audience.

Encouraging Post-Event Feedback

After your conference, you might think it turned out perfectly. But, your audience may have a completely different opinion. The only way to know for certain is to ask. Surveying your attendees after the final session can provide a wealth of valuable insight regarding the content, how it was delivered, and their feelings about their overall experience. Ask them to provide their thoughts about the format, speakers, content, and even the sponsors. Did they enjoy the venue? Was the audio-visual equipment sufficient? And of course, would they attend a future event?

By surveying your audience, you'll gain access to valuable feedback that will help you design future meetings, conferences, and other affairs that cater specifically to their needs.

Planning For The Future

The key advantage surveying your guests is that it provides the platform for them to communicate with you. They can describe what they hope to achieve by attending; they can explain any concerns they might have; and afterward, they can provide feedback that will help you understand how best to meet - and even exceed - their expectations in the future. Ultimately, by surveying your audience, you can increase the likelihood that they'll attend your events in the future.