The Event Feedback Lifecycle: Getting to the Heart of Your Event Strategy
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Transcript of The Event Feedback Lifecycle: Getting to the Heart of Your Event Strategy
The Event Feedback Lifecycle: Getting to the heart of your event strategyHeather Mason | Caspian AgencyMeg Stensrud | Inquisium by Cvent
About Caspian AgencyFounded 2005
Methodology behind the metrics
Beliefs Strategy firstPower positioning Events can change the world
Event Feedback Matters
Of marketers believe improving customer engagement is one of
the most important goals for event marketing¹
~80%Of marketing leaders expect their investment in feedback-driven marketing to increase
over the next three years²
69%
Of planners said their CEO would agree that meetings, events and conference provide tremendous
value to their company³
95%Of marketers know what
their event ROI is4
LESS THAN1/3
1. DEMAND METRIC 2. FORBES 3. MPI 4. DEMAND METRIC
Who here is taking action on that information 100% of the time?
… and truly using feedback to guide strategy from within your event program.
MEG
What Are Your Survey Options?
EVENT MANAGEMENT
FEEDBACK FORM
Basic post-event feedback
INQUISIUM BY
CVENT
Robust survey programs for your entire business
2015 Global Industry Benchmark StudyComplexity and Stakes are Rising
Multiple events per year
75% host 6 or more events per year; 50%
host 15 or more per year
Pressure to increase
attendanceAverage target
attendee increase of 22%
Significant investment in events
Up to 25% of Marketing Budget
Increasing pressure to show ROI
1% - 3% of Company Revenues
The Event Planner ProducerEvolving your strategic value beyond tasks and to-do lists
• Collaborates with executives on strategic goals of the event
• Evaluates, selects and negotiates venue contracts
• Develops and executes integrated plans to generate the right attendance
• Directs/orchestrates a host of “Day-Of” moving parts
• Provide evidence of ROI and identify and drive optimization plans for follow-on events
Survey Programs vs. Projects
Projects• Short-term focus• Addressing a task
• Ad hoc, isolated• Addressing a task
Programs• Long-term, ongoing• Solution-oriented
• Cycle, integrated• Making an investment
1.Vision & Success Metrics
2.Audience Mix Analysis
3.Content Mapping
4.Speaker Acquisition and Logistics
5.Communication Plans
6.Registration Logic
7.Branding & Promotion
8.Roles & Responsibilities
9.Timeline
10.Budget
CASPIAN 10 ESSENTIALSHeather Mason
CASPIAN 10 ESSENTIALSHeather Mason
1.Vision & Success Metrics2.Audience Mix Analysis
3.Content Mapping
4.Speaker Acquisition and Logistics
5.Communication Plans
6.Registration Logic
7.Branding & Promotion
8.Roles & Responsibilities
9.Timeline
10.Budget
Vision & Success Metrics:
Define the what, why and who of the event – the vision, goals, tactics and measurements. The resulting document is the foundation for every step that follows. Define the value proposition.
CASPIAN 10 ESSENTIALSHeather Mason
START WITH THE WHY!
Return on investment
Start with value, not budge
Write the survey first
Write the pre-survey second
ROI: A Sticky Subject
PositioningContent creation
Content crowdsourcing
On-site feedback
Post measurement & deltas
Justification for headcount & resources
Case Study200 person conference Audience
• (3) separate groups • Percentage of various
types of content Content
• Color coded program to match preferences
Metrics • Pre-survey to measure
knowledge and partners • Post survey results
Case Study300 person conference Audience
• CEOs and Execs • Fortune 500 & Fortune
1000Content
• Issues critical to address • Duration of event • Pre-event surveys to divide
into specific goals • Determine speakers
Metrics • Pre-survey to measure for
impact and partners • Post survey results• Justification for future
events
ChallengeNo way to identify high-value, scalable local events, and understand what brings members back.
• Decentralized org – 53 state offices with different Cvent administrators, event programming and feedback collection
• Reporting challenges for multiple states – setup prevented volume needed for analysis
• No standard benchmarking
SolutionTo enhance the AARP brand revitalization, collecting better member feedback was essential. Using Inquisium, AARP was able to simplify the process without compromising the quality of data and insights needed.
Event Feedback Case Study