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Interactive Event Marketing

Leading People to Provide Event Feedback

Last week I had an interesting experience with a client. It centered on a new online marketing campaign to the client’s house email list.  We decided to start the campaign by identifying the target market’s interests. The first email sent to their list was an informal survey.  Within a few hours of being sent, over a hundred people had replied with their feedback.  The deluge of feedback was ironic because nothing was stopping people from previously sending feedback on their own. Anyone could have gone to my client’s web site, clicked on the email link, and sent their own feedback.  Yet that never happened.


People Need to Be Led
Here is a little secret of human psychology . . .  People are silently begging to be led. Just because someone can write you a suggestion regarding your event, product, or service doesn’t mean they will. Today’s web sites are cluttered with so many options that people don’t know where to start. You need to lead people on a path to action.  If you want feedback on your event, lead them in that direction. Something as simple as an email can evoke that response.

Here is an excerpt from the informal survey sent to my client’s email list:

“To ensure that we are giving you the information you really want to know I am asking for your help. Please reply to this email with any interesting questions or ideas you might have to include in the series. Feel free to ask me anything and I'll try to incorporate as many answers possible.
If you don't have a question, maybe you have a suggestion? All you have to do is hit reply to this email.”

I’m working from the assumption that you already have an email list.  If you’re looking to build a list, check out “List Building & Your Event Marketing.”  Feel free to take the verbiage above, modify it accordingly, and use it to get feedback from your own target market.  It’s one of the simplest and most cost effective ways of getting valuable feedback on your event.  If you integrate patron feedback you will create a better event that more people will want to attend.

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Sean Spence

My experience is exactly the same, Eugene.

For our events, I always wait a day, then send a thank-you e-mail with a link to a quick event evaluation survey. Works like a charm.

Of course, it also helps build good will with the attendees, making way for the next time we invite them to an event.

Thanks for the post.

- sean

Sean Spence

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