Measuring Event Marketing Impact Through Post-Event Surveys
We manage several programs that include a post-event survey as part of the research to help determine changes in consumer behavior or perception of the brand. For example, we ask consumers if they purchased a product or brand promoted at the event 30 days later, which allows us to measure rates of purchase intent against actual rates of purchase. This, in turn, helps show long-term event marketing impact.
Challenges with post-event email response
While there is a great deal of value that can come from post-event research, there are also some challenges in collecting reliable data in this manner.
Because we email the post-event survey, we rely on consumers who participate in our exit survey to provide their email addresses for future research. While many of the consumers may consent and provide an email address for us to use, the average response rate to post-event surveys is low – 5% across of our post-event programs.
We do see the occasional exception to this rate, however, as our highest response rate is five times the average at 26%.
So how do you maximize the success of a post-event survey? There are three main considerations that are a great starting point.
1. Consider the length of your program.
Because there is a low response rate, post-event surveys are best suited for programs that allow the volume of responses to grow – it would be better for a six-month or twelve-month long program with a broad consumer reach rather than a shorter program and a finite number of consumers.
2. Consider the type of experience your program offers consumers.
Our highest rates of response are from programs that offer a quality, immersive event experience. It could be an intimate dinner with wine pairings, a sponsorship of a charity event, or a kid-friendly footprint at a state fair.
Regardless of the event type, the experience leaves an impression on consumers, giving them a reason to remain engaged well after the event.
3. Balance the need or interest for post-survey data with the risks and set expectations accordingly.
While it is incredibly attractive to show your client metrics like brand/ event recall and event marketing impact (i.e., action taken since event took place), it is important to set expectations around the post-event results. Your post-event survey might garner an average, but low response rate.
And of those who do respond, there may be some self-selection bias that precludes the results from being generalizable.
Given these considerations, could a post-event survey be right to measure your event marketing impact?
Photo Source: https://www.flickr.com/photos/miniyo73/