Don’t Forget These 6 Tips If You Survey Your Trade Show Attendees
July 22, 2019
If you distribute surveys during or around your trade shows, you’re on the right path to obtaining valuable information to strengthen your business. However, there are some important things to keep in mind to ensure that the feedback you receive is really going to help.
Make it worth their time
Whether you conduct surveys before your show, during, after, or all of the above (which is a great thing to do) make sure that it’s worth everyone’s time. No one wants to sit there and fill out tedious information if they feel like it’s a waste of their time. Inform those who you present your survey to that they’ll be entered into a drawing, raffle, or some other sort of benefit they can receive. You could even present this information about prizes before you mention the survey, getting them excited about winning something and then making them want more information on what they can do to win it. Since the hope is that many people will be taking your survey, make sure that the benefit is of high quality. The more survey responses you get, the more your company will benefit.
Create a great experience for those who are taking the time to take your survey in your booth. Implement a Skyline Stratus Table System for a basic counter, a highly functional workstation or an eye-catching kiosk. An inviting space to fill something out will help to increase your fill-out rates!
Keep it brief
Even if you’ve convinced someone to begin taking your survey when they see that there will be some sort of possible benefit they could receive, it doesn’t always mean they will finish the survey. Sure, you want all of the information you can get out of your current and potential customers but be sure to still respect their time by making your questions brief and to the point. You’ll be surprised at how cutting down on the length of a survey will increase the overall fill-out rate and quality of answers.
Make the majority of your questions closed-ended as these questions are easier and much faster to answer. It’s best to keep your open-ended questions to a minimum, topping out at two, and if possible, putting them on separate pages if you happen to have more than one page. And remember that including fewer questions shouldn’t involve asking about two separate topics in one sentence; this only causes confusion on both ends.
Make your survey easy to follow and consistent
Keep your response options similar, if not the same, throughout your close-ended questions. Changing things up question to question takes time on the survey taker’s end and may result in inaccurate responses due to their error. For example, keep positive response options on the right, and negative options on the left. Someone who’s flying through your survey and doesn’t notice that the response options changed, may give you a lower score than they intended because they simply didn’t notice the change.
Ask the right questions
If you’re going to keep your survey short and sweet, think long and hard about the questions you want to ask. Think about the areas of business you want to improve on, are unsure about, have recently made changes to, or have seen mixed results with to see how things are going. The feedback you receive on these questions should be something you can turn into action to better your services and your company as a whole.
Act quickly when distributing your after-show survey
If you distribute a survey before and during your show, you don’t have to worry about this as much as when you distribute your after-show survey. The attendees who went into your booth also went into many others, meaning that there are going to be small details they soon won’t remember as the show fades into the past. So, get your after-show survey sent out as soon as possible while your exhibit is fresh in their minds, giving you the highest quality responses.
Listen to your results
Surveys are a great tool to receive honest feedback; compile this feedback and listen to it! It’s great seeing positive responses to your questions, and it’s also important not to overlook the negative ones. This tip may be obvious, but truly take these negative responses into consideration, because people took the time to let you know what you could do better. These people are trusting that you will take their comments seriously and will take action. If you have an unhappy customer on your hands, follow up with them to make amends. Turning their experience around and making it positive will show them that they are heard. Doing so will also turn their negative view into a neutral or positive one so that they are not sharing their bad experiences and turning others away from your business.
If you send out surveys during your trade show season, be sure to keep these tips in mind. Making it worth the survey taker’s time, keeping it brief, asking the right questions, making your survey easy to follow, sending out your after-show survey as soon as possible and listening to the results that you gather from your surveys will put you on the right track to bettering your business. If you’re ready to get started on building your next exhibit or have more questions about trade shows in general, reach out to us today and gain expert insight on all things trade shows related!