Alastair Gracie, Account Services
Event Producers, Do you really know who’s coming to your show? Do you know why they’ll come back next year (or stay away next year)? We use show survey results on a daily basis to help producers identify the successful parts of their show and rebuild or replace the less attractive parts of the show. Understanding the results allows you to address a consumer’s concerns in a variety of ways. For example, if a large number of respondents identified they were disappointed an exhibitor was not present, make it a point to address that in the advertising for the next event.
The survey data allows a show producer to arm themselves when speaking to exhibitors or sponsors about significant facts like attendee demographics and household income, what percentage of the attendee specifically states they’ve come to the show to shop for their product(s), and if their impression of an exhibitor has been impacted by their booth or display. The ability to quantify the consumer’s wants, needs, and desires can make the difference between signing a new exhibitor and not signing a new exhibitor.
One additional thought: survey results regarding media habits gives Adstrategies another tool in the arsenal for negotiating. This data is so specific to you and your clients, it can be more valuable than Arbitron or Nielsen data. The possibilities are endless with surveys, what would you like to understand better?
