Information is key to running a successful business in this day and age, and the events industry is no exception to this rule. By gaining insight into your target market you are able to better focus your marketing efforts on those people that are more likely to interact with your company. The importance of gathering event data cannot be overstated and with all the tools we have at our disposal nowadays it’s a shame to let this opportunity to better understand your clientele go to waste!
Gathering Data Before The Event
Before you can host the perfect event, you need to understand who you are hosting it for. Collecting as much data as possible from your attendees before the event allows you to gain valuable insight into your audience and allows you to structure your event according to this information. Having an overview of the demographics of the attendees can help you when deciding what activities to include, what kind of entertainment to choose and even what the food and beverages might look like. For example, if the majority of your attendees are pensioners you probably won’t need any jumping castles, but if they all decide to bring their grandchildren you’ll have to rethink your approach.
RSVP Software and ticket forms can be very useful in gathering accurate event data from those that have indicated they will be attending the event. When buying a ticket, attendees can be asked to include their personal information such as names, job titles, email addresses, age and dietary requirements just to name a few. This info allows you to then focus your efforts on impressing the right people on the day of the event and should help your marketing effort a great deal in the future.
Gathering Data At The Event
When attending an event, most people would not like to be approached to answer a bunch of questions while trying to enjoy themselves, so your approach will have to be a bit more subtle. Surveys can provide you with a lot of information, but you will have to be smart in your approach and you might have to keep your questions to a minimum. When your guests check in to the event you will automatically receive certain figures such as the number of attendees, who they are, and how many no-shows you had. By requiring guests to check out when they leave you will also be able to see how much time they spent at the event. Ideally, there will be a short survey at the checkout to gauge your guests’ enjoyment of the event and collect any comments that they may have.
Gathering Data After The Event
Checking in with your guests after the event could allow you to gather more data, but it also shows them that you appreciate their support and value their input. A follow-up email should include a survey requesting feedback from attendees and could also contain photos from the event and details about upcoming events. Just be sure to send these emails shortly after the event to encourage engagement while the event is still fresh in attendees’ minds.
Once the dust has settled after the event and all of the data has been compiled, certain trends, that can help you better plan for future events, should start to emerge. By now it should be clear that gathering event data during every stage of the process is not only important but necessary if you wish to remain competitive in the information era.