The Event Feedback Lifecycle: Getting to the Heart of Your Event Strategy
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Heather Mason, CEO of Caspian Agency, and Meg Stensrud, Division Head of Inquisium, joined forces to discuss the importance of attendee feedback and how it shapes better events.
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The Event Feedback Lifecycle: Getting to the Heart of Your Event Strategy
- 1. The Event Feedback Lifecycle: Getting to the heart of your event strategy Heather Mason | Caspian Agency Meg Stensrud | Inquisium by Cvent
- 2. Introduction Heather Mason CEO, Caspian Agency Meg Stensrud Division Head, Inquisium, by Cvent
- 3. • 15,000+ survey users • 1,200+ survey customers • 34.2M survey responses received About Inquisium
- 4. About Caspian Agency Founded 2005 Methodology behind the metrics Beliefs Strategy first Power positioning Events can change the world
- 6. 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
- 8. 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
- 10. What Are Your Survey Options? EVENT MANAGEMENT FEEDBACK FORM Basic post-event feedback INQUISIUM BY CVENT Robust survey programs for your entire business
- 11. 2015 Global Industry Benchmark Study Complexity 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 attendance Average 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
- 12. The Event Planner Producer Evolving 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
- 13. 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
- 14. Start with why: Simon Sinek People don’t buy what you do, they buy why do it
- 15. 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 ESSENTIALS Heather Mason
- 16. CASPIAN 10 ESSENTIALS Heather Mason 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
- 17. 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 ESSENTIALS Heather Mason START WITH THE WHY!
- 18. Return on investment Start with value, not budge Write the survey first Write the pre-survey second ROI: A Sticky Subject
- 19. Positioning Content creation Content crowdsourcing On-site feedback Post measurement & deltas Justification for headcount & resources
- 20. Case Study 200 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
- 21. Case Study 300 person conference Audience • CEOs and Execs • Fortune 500 & Fortune 1000 Content • 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
- 22. Challenge No 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 Solution To 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
- 23. Q&A
- 24. BEFORE YOU GO! Take the session survey!
- 25. Thank you Heather Mason | Caspian Agency Meg Stensrud | Inquisium by Cvent
Editor's Notes
- MEG Heather Mason Heather founded Caspian in 2005, to produce conferences for the innovative and social good business space. Caspian’s social enterprise clients include the Skoll Foundation, the Rockefeller Foundation, Dalio Foundation, Omidyar Network, Code for America, Playworks, Endeavor Global, San Diego Zoo, and Futures Without Violence. Caspian has also worked with brands including HarperCollins, Vanity Fair and Keurig Green Mountain Coffee. Within the services offered by Caspian, Heather also created the Caspian 10 Essentials methodology as a system to ensure business goals could be mapped and met. The Caspian 10 Essentials is a training program for in-house event teams whose clients include Oxford University, Swansea University, and Kew Foundation Meg Stensrud, Division Head, Inquisium by Cvent Meg Stensrud oversees the day-to-day management of Inquisium, the survey solutions division of Cvent, specializing in feedback program initiatives and strategy work with Fortune 1000 companies. Meg joined the team in 2007 and over the past nine years, has cultivated business relationships with some of the world’s largest organizations including pharmaceutical companies, financial institutions, nonprofit organizations and associations.
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- MEG AND Heather Almost 80% of marketers believe improving customer engagement as the most or one of the most important goals for event marketing Source: Demand Metric 69% of marketing leaders expect their investment in feedback driven marketing to increase over the next three years Source: Forbes 95% of meeting planners said their CEO would agree that meetings, events and conferences provide tremendous value to their company Source: MPI Less than 1/3 of marketers know what their event ROI is Source: Demand Metric
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- MEG and Heather Here are a few things we are seeing the industry: - Multiple events per year – Complexity increasing, - event every two months or more - constituents may be coming to several of them….are you tracking their satisfaction or desires event to event? - Pressure to increase attendance - And here’s the kicker - Increasing Pressure to drive and prove ROI - prove that those dollars are providing a return for your organization. The spotlight is on. How do you measure ROI? ROO? Are you able to do this consistently? - I think this is hard for planners – I do. As an example, for a sales person it’s did you make your quota. For HR, did you retain X percentage of employees or attract X new number of employees. How do you as a planner consistently and accurately measure what you do and are you able to demonstrate the value?
- HEATHER
- MEG The difference between a program and project might seem insignificant, but when it comes to your survey initiatives, it’s an important distinction A program is an ongoing effort, yielding a true understanding of respondents that evolves as they evolve A project is a short-term assignment, offering surface-level insights that remain unchanged without a plan for in-depth analysis or follow-up surveys One is an investment that provides enduring benefits to an organization, while the other is merely a low-overhead task to check off your list Survey projects focus on answering short-term questions without consideration of strategy and context – leading to a waste of resources, duplication of effort, and limited “actionability.” Survey programs support continuous, flexible feedback collection with a variety of survey types designed to match users’ specific data needs, including market research surveys, training assessments and regular pulse-check surveys. With survey projects, it’s difficult to maintain a database of respondents, deploy reminder emails, ask the right questions without being redundant, and avoid the bias that comes with one-time feedback collection. Data accuracy depends on asking the right questions to the right people. Investing in a program allows users to maintain a contact database of respondents, send email reminders and use advanced question logic to personalize the respondent experience.
- MEG Show of hands – who has watched or heard of Simon Sinek? Author best known for popularizing the concept of "the golden circle" and to "Start With Why.” In his 2012 TED talk, Simon explains that the start with the why concept, explains why some leaders and organizations s are able to inspire and some aren’t Go over Circle WHAT – know what they do, HOW – some know how – value prop, WHY – Very few organizations know why they do what they do Not make money, that is a result Why – what is your cause, what is your belief, what's your purpose, why does your org exist, why do you get out of bed, why should anyone care APPLE: * CLICK ** - What to Why – We make great computers, simple to use and user friendly – wanna buy one? * CLICK ** - Why to What – Everything we do we believe in thinking differently, challenge status quo, way we do that is by making products that are simple to use and user friendly, we happen to make great computers- an phones, a dvr, and phones. People don’t buy what you do, they buy why you do it. The why of something inspires. Why do you do your events? I think feedback from your constituents can not only help define this but can help you shape your content as a whole. Let’s talk about the meeting planning process.
- Heather I was speaking recently with Heather Mason – Founder of Caspian, and event producing agency, and an industry leader – she has been a keynote at MPI, HSMAI, and has been featured in several industry publications. Her 10 Essentials methodology provides a systematic path through the event process. The Essentials, seen here, stoke strategic discipline, creativity and logistical rigor, and lead to excellent, unique results. The Caspian 10 Essentials have been taught internationally and domestically as the new standard in event methodology. *CLICK – Now notices #1 we are asked to identify “Vision and Success Metrics” – *CLICK – Define the value prop and this is done through surveying the potential attendees – how will they define success? What do they want to see? WHY DOES THIS EVENT EXIST? *CLICK* START WITH THE WHY Collecting and using feedback has become an essential part of the meetings process – we are no longer talking just post event surveys.
- Heather I was speaking recently with Heather Mason – Founder of Caspian, and event producing agency, and an industry leader – she has been a keynote at MPI, HSMAI, and has been featured in several industry publications. Her 10 Essentials methodology provides a systematic path through the event process. The Essentials, seen here, stoke strategic discipline, creativity and logistical rigor, and lead to excellent, unique results. The Caspian 10 Essentials have been taught internationally and domestically as the new standard in event methodology. *CLICK – Now notices #1 we are asked to identify “Vision and Success Metrics” – *CLICK – Define the value prop and this is done through surveying the potential attendees – how will they define success? What do they want to see? WHY DOES THIS EVENT EXIST? *CLICK* START WITH THE WHY Collecting and using feedback has become an essential part of the meetings process – we are no longer talking just post event surveys.
- Heather I was speaking recently with Heather Mason – Founder of Caspian, and event producing agency, and an industry leader – she has been a keynote at MPI, HSMAI, and has been featured in several industry publications. Her 10 Essentials methodology provides a systematic path through the event process. The Essentials, seen here, stoke strategic discipline, creativity and logistical rigor, and lead to excellent, unique results. The Caspian 10 Essentials have been taught internationally and domestically as the new standard in event methodology. *CLICK – Now notices #1 we are asked to identify “Vision and Success Metrics” – *CLICK – Define the value prop and this is done through surveying the potential attendees – how will they define success? What do they want to see? WHY DOES THIS EVENT EXIST? *CLICK* START WITH THE WHY Collecting and using feedback has become an essential part of the meetings process – we are no longer talking just post event surveys.
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- Meg Revitilize, rejuvenate Life Reimmaged – reimage an AARP member Think you know? “You don’t know AARP” Questions – sure, sat but also emotional This event makes me feel like AARP is part of my community. This event represented who I am and how I feel about my AARP membership Members = customers Events are a unique way for customers and constituents to mingle/socialize with company. Take advantage of opp