Data gathered from a post-event survey is often passed off as information that pertains to an event, and the event only. In fact, this couldn’t be more wrong. Brands that neglect to use this valuable source of insight are doing so to their own detriment. When collected and collated with the right tools, your event statistics are transformed into a source of valuable insight into your market’s sentiments towards your brand.
Besides enabling you to gauge the success of an event, a post-event survey is essentially a form of market research.
The power of your post-event survey is determined by the tools you’re using to generate them.
If you’re collecting this data properly, your post-event survey becomes that much more insightful. Instead of a vague idea about the event’s success, you’ll be able to collect accurate information, and break down each event touch point into hard data. The result? Being able to calculate whether your event resulted in ROI, and more importantly, why. You’re able to see where money went to waste, and where money was well spent. What’s more, you’re able to establish how your guests (your target market) view your brand as a whole.
When combined with data from your guest lists, a post-event survey gains even more meaning.
By bolstering your post-event survey with the information in your guest list, you’re able to shed even more light on your market’s attitude toward your brand. For example, if you’ve established that most guests didn’t like the food, but you spent a large portion of the event budget on a new up-and-coming chef, you’ll know that this money could have been put to better use on another aspect of the event.
All of this information, when collected and collated in the right way, enables you to evaluate your marketing spend and determine what’s working, and what’s not.
This data isn’t just about the event itself, but about the guests’ sentiments towards the brand.
In other words, this essential information can inform marketing campaigns and shape the way a brand interacts with its market. Instead of having to spend money on focus groups and market research, you’re able to use this information to tailor your products, services and marketing strategies accordingly. In short, your brand has the inside scoop on what makes your market tick. When implemented correctly, you’ll be able to make your brand’s touch points even more relevant and engaging. This ultimately results in increased brand advocacy, loyalty, and most importantly, revenue.
If your brand isn’t managing this data via the correct tool, you won’t be able to put this information to use.
It’s one thing to be aware of the potential goldmine of data that your post-event survey holds, but harnessing this can be another thing entirely. Your ability to make the most out of this data hinges on the software you’re using to collect and store it in the first place. The solution? Event management software that’s updated in real-time.
Making use of software that collects and collates all of your guests’ information is imperative in order to transform this information into a useful source of data. RSVP and guest list software that combines every single piece of information you’ve collected, right from the save-the-date to the post-event survey.
Image Credit: Americans for the arts