Trade Show Measurement Tip #9 | Powered By Gateway
Implementation of staff surveys help define event success and awareness of staff responsibilities.
Staff and Stakeholder surveys are one of the most valuable measurements of event effectiveness. They provide “internal customer feedback” on your events. This feedback is a cornerstone for any established event marketing program.
These surveys serve to measure the perception of event marketing effectiveness among those who experienced the event firsthand. Surveys provide the staff with the opportunity to report their perspectives on the quantity and quality of participants, how the company compared to the competition, documentation of high-ranking guests and other important performance assessments. These staff surveys also remind and reinforce staff on what they are expected to deliver and how they held up against those expectations. Many companies have seen widespread organizational change because of survey implementation.
Staff and Stakeholder surveys are especially useful for companies with multiple event managers, spread across geographies or divisions. Event managers can filter their own responses from the total data for a review of effectiveness at any event. A well-designed survey can be administered by simply sending an email to the staff and then waiting for the results to arrive in their inbox. The results for all measured events may be compiled into quarterly and annual performance summaries for review and program adjustment.
Performance reviews allow the event managers to improve and add new tactics for future shows. Company employees who witnessed the action first hand, know the value derived from participation, and documented their responses are essential in continuous company development.
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