November/December 2005
Step-by-Step: Post-show surveys
Five steps for planning and using post-show research to help improve your next event
By Dawn J. Grubb

1. Time it right.
Gather attendee and exhibitor feedback while their experience is still fresh — usually within two weeks of your event, however; the sooner the better is the best rule of thumb to get a good response.

What’s a good response rate? Some say between 30 percent and 50 percent, while others strive for 65 percent or higher. If your respondents typically rank in the lower percentile, up the ante by offering an incentive. This might be free admission to next year’s event, a discount on booth space or a freight voucher. Or you could have a sweepstakes for free air fare, lodging, computer or electronic equipment.

2. Go it alone or hire it out.
Such factors as your research objective, budget constraints, and company size and available resources will determine the route you take here. First, ask “What do I want to accomplish?” Most research is done to address a specific problem — exhibitor attrition, waning attendance, or determining whether to change show location or dates, for example. Consider your:

Resources — Many organizers save time and money by going electronic. Some send post-show review questions via e-mail, while others use such online survey services as Zoomerang (http://info.zoomerang.com/) or Survey Monkey (www.surveymonkey.com). These services, which can run about 20 bucks a month, automatically tabulate responses and allow you to view results in real time and pull data quickly and easily. One word of caution: You may not be able to ask open-ended questions with these tools.

If you have an internal, skilled research department, tap its expertise. If not, consider a third-party research firm. An objective third party will lend credibility to the results, which is especially important if you want to use survey results in later promotional pieces. These professionals know how to dig deep and really analyze data — but it comes at a price.

Budget — There’s no flat fee for external research. Your cost will depend on the level of research and analysis needed, data collection method used and deliverables. Expect to spend anywhere from $10,000 to $60,000-plus. One rule of thumb: Allocate 2 percent to 4 percent of your show budget for research. However, if you have a small show, 2 percent of your budget won’t get you much research so you’ll have to pony up more money.

3. Phrase questions carefully.
Crafting a questionnaire takes expertise. Use caution when forming survey questions. Don’t phrase them so that you’ll get answers you want to hear. Unbiased questions gather unbiased answers.

Many organizers get hung up on keeping surveys short and sweet, and try to lump questions together but don’t provide an adequate response structure. For example, say you ask respondents to reply “yes” or “no” to this question: “Are you satisfied with the value you get from this show and is the timeframe OK?” What does “yes” or “no” mean?

Don’t overlook these five key components when developing your survey:
1. Audience quality metrics (Ask “What role do you have in the buying process?,” etc.)
2. Audience activity metrics (Ask “How much time did you spend on the show floor? What did you do at show?,” etc.)
3. Demographics
4. Test new ideas (Ask “Should we move the show next year?” — changing locale or date.)
5. Exhibitor preference (Ask “What companies do you want to see on the floor?,” etc.)

4. Consider the source.
Many show organizers simply survey attendees and exhibitors, but they’re missing another key segment: non-attendees. This includes those who registered for the show but didn’t attend because of a work or personal conflict, and those who attend a competitor’s show but aren’t coming to yours. If you want to boost attendance, don’t overlook this key group.

5. Use it or lose it.
Perhaps the most important tip, use the insight gained from your post-show review. Too often, show managers get side-tracked with daily responsibilities and set survey results aside. Data can easily become buried in a pile, lost in the shuffle or tucked away in a drawer.

This info should be front and center when planning your next event. It will help you make the case when making major changes (show dates or locations), adding new conference content or expanding product categories.

While most organizers view research as reactionary to address a specific problem, some use research as a proactive tool to keep tabs on their shows’ relevancy. Research will help you identify trends and make sure you’re giving attendees what they want.

Source: AttendTrend Survey, conducted by the Frost Miller Group and Jacobs Jenner & Kent.