Taking advantage of an off-peak period to survey your attendees’ expectations by email

Taking advantage of an off-peak period to survey your attendees’ expectations by email

In the peri­od between two edi­tions of your event, or even if you don’t have one sched­uled yet, we rec­om­mend that you sur­vey your atten­dees to dis­cov­er their expec­ta­tions. An off-peak peri­od doesn’t mean you have to stop com­mu­ni­cat­ing. Take the oppor­tu­ni­ty to ask them ques­tions about the expect­ed devel­op­ments for your events, which speak­ers and activ­i­ties would encour­age them to come, the addi­tion­al ser­vices expect­ed, etc. This arti­cle gives you the tools for eas­i­ly car­ry­ing out sur­veys by email. Don’t wait any longer and take advan­tage of your next off-peak peri­od to sur­vey your atten­dees’ expec­ta­tions.

Sum­ma­ry

  1. Why sur­vey your atten­dees’ feel­ings?
  2. Send an intu­itive and moti­va­tion­al form
  3. Seg­ment your audi­ences
  4. 15 exam­ples of ques­tions to ask
  5. Improve with the help of your sur­vey results

1. Why survey your attendees’ feelings?

Sur­vey­ing your atten­dees has a dual objec­tive: on one hand you’ll col­lect valu­able data to help devel­op your events, and on the oth­er you’ll main­tain the link between your atten­dees and your event.

Atten­dees are the pil­lars of your events. They’re the ones behind all inter­ac­tions at your event venue and who fund the devel­op­ment of your project. Ignor­ing their com­ments would mean press­ing on in the dark.

2. Send an intuitive and motivational form

Use a form that’s easy to under­stand and fill out to encour­age your atten­dees to par­tic­i­pate in the sur­vey. Send it by email with a high­ly vis­i­ble but­ton that links to a form with Type­form or Google Forms. These two tools are fun for both the survey’s cre­ator and respon­dents.

Increase the num­ber of respon­dents by intro­duc­ing the sur­vey in your email in a clear and friend­ly way. The more answers you get, the more mate­r­i­al you’ll have for improv­ing in the future. Here’s an exam­ple of a sur­vey tem­plate to include in your email:

Hel­lo every­one! 

Thank you again for attend­ing and sup­port­ing <event name>. We are in the process of prepar­ing for our future <event type>, and we’re and reach­ing out to our most valu­able atten­dees to find out how we can pro­vide you with the best pos­si­ble expe­ri­ence.

Below is a link to a quick sur­vey (about 5 min­utes). We’d real­ly appre­ci­ate hear­ing how we can improve your expe­ri­ence at our next <event name>. 

<CLICKABLE BUTTON>

See you soon, 

The <event name> team

3. Segment your audiences

Who should you send your sur­vey to? Decide based on your cur­rent needs. If you’re hav­ing trou­ble fill­ing your events despite a large num­ber of reg­is­tra­tions on your online tick­et­ing sys­tem, you may need to turn to those who reg­is­ter but ulti­mate­ly give up on attend­ing. If you’re strug­gling to mar­ket your VIP offer­ing, sur­vey those who’ve already pur­chased VIP tick­ets about their expe­ri­ence, and ask oth­ers what would encour­age them to do the same.

This pre­cise seg­men­ta­tion is avail­able to all organ­is­ers through Weez­Tar­get, our events-based CRM. With its advanced fea­tures, you can cre­ate groups of atten­dees by fil­ter­ing those who attend­ed a par­tic­u­lar event or a sin­gle activ­i­ty with­in it, or those who pur­chased one rate rather than anoth­er, etc. Weez­Tar­get auto­mat­i­cal­ly syncs your Weezevent tick­et­ing and access con­trol data so you have the fewest time-con­sum­ing actions to car­ry out to seg­ment your atten­dees and send tar­get­ed cam­paigns.

Here’s a tip from Thomas, our customer relations and path-to-purchase specialist, and Product Owner of WeezTarget:

“Send sev­er­al very short ques­tion­naires to high­ly seg­ment­ed groups — for exam­ple, 18–25 year olds on one hand, and the audi­ences who spend the most on your online tick­et­ing sys­tem on the oth­er. This will allow you to quick­ly devel­op the event expe­ri­ence for two audi­ences in order to present them with new com­mer­cial offer­ings from your next edi­tion onwards.”

4. 15 examples of questions to ask

Your sur­vey should strike a bal­ance between open-end­ed and closed-end­ed ques­tions. Some­times you’ll need to mea­sure some data, but for oth­er areas it’s bet­ter to let atten­dees speak freely. Here are some exam­ples of open-end­ed and closed-end­ed ques­tions to adapt accord­ing to the set-up of your events:

  • How did you hear about our events?
  • Why did you attend?
  • Did you come alone?
    • If not, how many of you were there?
    • If not, did you come with friends, col­leagues or fam­i­ly?
    • What would encour­age you to come with friends, col­leagues or fam­i­ly?
  • Would you attend our events again if we held them more often / less often / as often?
  • Which artists or speak­ers would you like to see at the next edi­tion?

Oth­er ques­tions may be rel­e­vant dur­ing the ongo­ing ‘Covid-19’ peri­od:

  • What would make you feel safer attend­ing our events?
  • What can we do to make you feel safe at our events?
  • How many online events have you attend­ed in the past 3 months? Which ones?
  • Did you attend online events before the arrival of Covid-19?
  • If we organ­ised online events, what would make you want to attend?

Don’t for­get to ask for socio-demo­graph­ic infor­ma­tion — age, gen­der, post­code, socio-pro­fes­sion­al cat­e­go­ry, etc. — in order to sort cer­tain answers to the fol­low­ing ques­tions:

  • What means of trans­port did you take to our events?
  • Would you like us to offer pub­lic trans­port solu­tions? Where would the col­lec­tion points be?
  • What arrange­ments would make you feel more com­fort­able in the bath­rooms at our events?

5. Improve with the help of your survey results

Once you’ve obtained and sort­ed the respons­es, your mis­sion is to devel­op your event: remove some­thing here, add some­thing there, strength­en this or reduce that … You can then send com­mu­ni­ca­tion cam­paigns by pre­sent­ing your changes through new com­mer­cial offer­ings. Your atten­dees need to see that you’ve lis­tened to them, that you’re on their wave­length and that you want to pro­vide an extra­or­di­nary event expe­ri­ence.

Weez­Tar­get offers you a range of fea­tures spe­cial­ly designed for event organ­is­ers seek­ing to devel­op inno­v­a­tive mar­ket­ing sce­nar­ios. Dis­cov­er the solu­tion by click­ing on the but­ton below:

Dis­cov­er Weez­Tar­get

Already using Weez­Tar­get? Write to us here to let us know your thoughts on the solu­tion.

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