How to Build a Better Post-Show Survey for Attendees and Exhibitors
July 8, 2019
Nearly every organizer sends a post-event survey to its attendees and exhibitors. We want to capture their feelings about the event, but struggle to collect meaningful data and encourage survey completion. One of the most common mistakes is to request feedback on event details and logistics such as food, room temperatures, room block choices and more.
While this information can be insightful for the committee and your venue partners, the strategic value in planning for next year is minimal. Does the dislike of the crudité at the opening reception indicate overall satisfaction and desire to return next year? And, more importantly, are you willing to risk the limited number of questions in good survey design to get this type of data?
Here are five more critical things to consider when developing your next post-event survey.
Affinity Segmentation
Whether you create specific questions for affinity groups or use this information in analysis, segmentation allows for a deeper understanding of a single group’s viewpoint versus statistics or opinions across the entire survey population. Think about the differences between first-year attendees and five-year veterans. Consider exhibitors that have 10-by-10-foot booths versus 30-by-30-foot or larger, or attendees from less than 100 miles away versus more than 1,000 miles. Each of these audiences can have very different experiences, and therefore yield different results.
Make it Brief and Make it Worth Their Time
Keeping things concise increases the odds of completion and survey satisfaction. Survey takers want to know how much time the survey will take — 10 minutes is the absolute maximum. It is also increasingly common to incentivize people to take your survey. Consider both monetary and non-monetary incentives. Depending on your audience, getting attendees to take the time to complete a survey can come at a higher dollar value (i.e., the medical profession). Priority points can often sway exhibitors while attendees enjoy a chance to win a free registration for next year’s event.
Act Quickly
Memories have a short shelf life. The longer after an event that a survey is sent out, the less detailed and precise the data will be in the survey responses.
Net Promoter Score
Make sure to ask if the attendee or the exhibitor would recommend the event to friends or colleagues to help you understand your overall net promoter score. This question is becoming standard in survey design to gauge show/event loyalty.
Ask the Most Important Question: Are You Returning Next Year?
It’s crucial to understand your audience's reasons to return (or not return) and learn whether or not they met their objectives at your event. In fact, it should be your No. 1 priority. You can further analyze these responses by segment to help you obtain actionable findings.
In a highly surveyed, incredibly busy environment, make sure to create well-constructed questions around the perceived value of your event when designing your next survey. At the core, your surveys help you understand how effective your show has been for attendees and exhibitors. In turn, this survey data helps you improve your event and deliver increasing value year over year.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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