How can you improve your event production process with client feedback?

Going into an event or experience you should always have a concise set of expectations and goals. Whether that’s to create brand awareness, build rapport with your audience or increase your revenue, you must always have clear objectives and a strategy to obtain each one consecutively. This will certainly serve as a great framework for how you should go about collecting and analyzing feedback. For example, if your objective was to create brand awareness and your strategy consisted of milestone such as; X amount of attendees followed us on socials, X amount of attendees tagged us in their photos with X activation, attendees purchased X merch the most, then you would utilize those examples to generate the questions to ask.

View other drafts Client feedback is invaluable for improving the event production process! Here are some ways you can leverage it to create even better experiences for both clients and attendees: Gather feedback diligently: Multiple sources: Get feedback from diverse perspectives, including clients, attendees, staff, and vendors. a holistic view of your event's strengths and weaknesses. Variety of methods: Offer a mix of open-ended questions, rating scales, and multiple-choice options to gather quantitative and qualitative data. You can also use social listening tools to analyze online conversations about your event.

In my experience, it is best to start pinpointing your most successful communication stream with your audience prior to your event or experience. Most likely this will be one of if not the best way to gather feedback come post-event analysis. In my experience, facilitating polls via social media works best for brands/organizations who are active on platforms and consistently interact with their followers. For clients who aren’t social media savvy or are more interested in detailed feedback, a great suggestion would be to send your attendees a Thank You email for attending and include an option to submit their feedback/testimonials. Whatever works best for your audience is the key to gathering beneficial information.

There is no perfect tool or method. In my view the key is your audience. Once you know which section of audience communicate or preferred channel, you can modify the tool and method. The tool and method would also vary depending upon the ‘stage’ eg, the feedback tools will be different if you want feedback on the customer care experience as against the onsite experience.

Its not only important to ask right question but also how you frame the question. Sometime the direct question can lead to wrong answer. For instance if you ask an exhibitor if she/he thinks the show is expensive the answer no doubt will be an emphatic “Yes”. To get correct sense you should try to find the value derived by the exhibitor and then try to analyse price charged in terms of value derived by the exhibitors.

I agree, the quality of questions matters when presenting your attendees/audience with an opportunity to submit their feedback. It’s crucial to craft these with care and strategy. It is important to be clear, concise and present as unbiased as possible. This is not a marketing ploy, it is information that will serve you in the future so it’s best to be open and up front with your questions. For example, asking your attendees to choose which part of the event they enjoyed the most and to submit a short response explaining why they enjoyed it the most is a great way to gauge what was successful and which parts can be omitted from next year’s event. A rating system is always a great way to collect feedback that can be made public as well.

Now to the fun part! Analyzing your information carefully is crucial to understanding your performance as an organizer as well as to determine if a second event is viable. My suggestion is to choose a program/process that works best for your team and discuss the feedback as a whole to determine next steps.

Not only analyze and act on the feedback, we should also inform the participant how valuable the feedback was and how it has an impact in the next show/event.

O acompanhamento pós-evento é crucial para garantir o sucesso contínuo. Ao implementar melhorias com base no feedback dos clientes, é fundamental monitorar a eficácia dessas mudanças. Realizar um acompanhamento com os mesmos participantes em eventos subsequentes permite avaliar diretamente se as alterações tiveram o impacto desejado. Essa prática reforça o compromisso com a satisfação do cliente, demonstra transparência e contribui para um ciclo de aprimoramento constante, garantindo que cada evento supere as expectativas dos participantes.