In a recent review of outdoor event survey data, I noticed some interesting discrepancies ...
The post-event survey was put together by the event's ticketing company and is sent automatically to ticket buyers after the event. Within the survey, there is a question that asks, "where did you hear about this event?" Followed by a series of multiple-choice answers. It's important to note the specific wording of the question being asked ... "WHERE did you hear about this event?"
Multiple clients have used the ticketing company that automatically sends out the post-event survey. Separately, there was sophisticated tracking put in place for all the clients using the ticketing company and survey question from above.
Interesting discrepancies arose when comparing the tracking data of a ticket sale and the ticket company's customer survey results. The tracking data showed "how" and "why" people purchased a ticket to the event. Which was vastly different from the "where did you hear about this event" data.
As an example, "Facebook" represented a majority of the customer "where did you hear ..." survey responses. At the same time, the tracking data show that Facebook accounted for a small percentage of overall ticket sales. Additionally, there were discrepancies in place across several marketing channels.
Remember from above, the note about specific wording?
On multiple occasions, event organizers focused their advertising spend around the ticketing company's survey results. That could be a very costly decision!
Because how someone heard about your event and why they purchase a ticket to your event, MIGHT be closely related or completely unrelated.
My friend Roman Yako refers to it as the "Buyer's Continuum." It's where a customer starts, takes a journey (through an advertising/marketing funnel), and ultimately results in a ticket sale. Having good data helps give insight on your Buyer's Continuum.
My question to you, "do you know your customer's journey, and can you define that journey with hard data?"
When you know your customer's journey and can back it up with data ... you acquire an unbelievable advantage when investing your advertising and marketing dollars.
Here are some additional articles on planning a successful event:
- The Importance of Market Research in Planning Your Event
- An Extremely Dangerous Event Planning Mistake
- Your Event Promotion and Marketing Strategy - Start Point
- Event Planning: The Customer Avatar and Your Event
- Two Amazingly Powerful Event Survey Questions
- A Killer Social Media Promotion Strategy for Your Event