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Tuesday, October 28, 2008
Exhibitor & Visitor Surveys
Everyone's done them - and everyone has seen the results. Those interminable surveys that we inflict on exhibitors and visitors either at show or post show.
"What did you think of... ?"
"Whats were your reasons for... ?"
"Next time, will you be more likely, less likely or about the same to ... ?"
"What things would you change about.... ?"
The thing in common with all of them is that we are asking visitors and exhibitors to help improve our product - "the event".
But are they the best people to be asking?
Visitors and exhibitors are not sophisticated consumers of our industry's product.
They probably only attend a handful of events each year (at best).
Their experience is highly subjective - what products they are selling, how well their booth is designed and staffed can make a huge difference to how they see the event.
And they often have little - if any - understanding of what we as organisers actually do behind the scenes to make a "good" event work.
If you want to know how to make your tradeshow better, of course you need to know how your customers are feeling about it - but if you want real insight and truly constructive input you need to be asking people who do understand the business - but who simply have a different perspective to yours.
In this context the "experts" you should be asking are either other tradeshow organisers - or your own staff who work on other events in your portfolio.
So, who's doing that then.....?
Labels: visitor exhibitor survey trade show expo
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