The Event Feedback Lifecycle: Getting to the heart of your event strategyHeather Mason | Caspian AgencyMeg Stensrud | Inquisium by Cvent

Introduction

Heather MasonCEO, Caspian Agency

Meg StensrudDivision Head, Inquisium,

by Cvent

• 15,000+ survey users

• 1,200+ survey customers

• 34.2M survey responses received

About Inquisium

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

Are you collecting feedback before, during or after events?

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

Event Feedback Lifecycle

Before Event

During Event

After Event

Planning Next Event

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

Start with why: Simon SinekPeople don’t buy what you do, they buy why do it

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

Q&A

BEFORE YOU GO!Take thesession survey!

Thank youHeather Mason | Caspian AgencyMeg Stensrud | Inquisium by Cvent