I recently wrote about what you need to field a post-event research initiative. This blog will focus on the types of questions to ask in an event marketing post-event survey If you are interested in what you need in place before you field a post-event survey, read this first.
I want to make it clear that the post-event survey design process for event marketing should take place in tandem with setting procedures on the logistics of post-event data collection. I also want to make it clear that the types of questions outlined below are some of the most common questions I see in post-event surveys. Any question you consider for post-event research should directly tie back to the objectives of the research initiative. If you can’t make a direct correlation between the question and an objective, do not include it in your research.:
Questions that measure the erosion of brand affinity
The premise is to repeat questions that you asked in your exit survey to determine to how the event marketing is “sticking” with consumers. The questions I most often see repeat focus on brand perceptions, message agreement statements, or intent to take some sort of future action, such as advocate for the brand or make a future purchase.
Questions that measure actual action taken
These are very direct questions. In your post event survey, you want to measure what steps consumers actually took because of your experiential marketing program. What is measured is broader and should be tied back to your objectives. It could be a simple task for a consumer to complete, such as learning more about the brand, visiting a website, or making a call to calling a customer service rep. It could be a stronger, commitment activity, such as switching to the brand or physically making some other monetary investment in the brand.
Questions that measure intent to take action in the future
Just because consumers who experienced your marketing event haven’t acted yet, doesn’t mean they won’t in the future. Therefore, it is important to include some type of questions that measure the action consumers plan to take in the future.
So there you have it, the three types of questions I see most frequently in event marketing post-event research. I work with multiple programs that deploy post-event research efforts. I have worked on developing post-event research initiatives from the ground up. While I don’t call myself and “expert” per se, I do consider myself a seasoned veteran. If you include these types of questions in a post-event research effort, you are bound to uncover some great findings that will make your event marketing program even more robust.
Before I sign off, I have a bonus tip for you. When creating any of the questions above, make sure you tie them back to experience. For example, you could ask “What are your perceptions of XYZ brand?” or “Based on your experience with XYZ at a Mobile Tour event, what are your perceptions of the brand?” This removes ambiguity. You’re welcome!