Best Practices for Conducting Trade Show Feedback Surveys
With the help of trade show exhibit design services, you have created what you believe to be an excellent trade show booth. Now it’s time to find out what your potential consumers think.
While the trade show is in full swing, you probably won’t have time to talk to every single visitor who stops by your booth. After all, there are approximately 2.2 visitors per 100 square feet of exhibit space at the average U.S. trade show. However, you will have some idea of how your custom exhibit design is being received, based on a rough estimate of traffic coming through and the quality of your leads. By observing and listening, you can gauge people’s reactions; however, the information you collect will be limited in scope. The best way to collect customer feedback is by offering a survey.
One good practice is to include your survey in your pre-show packet. Include a brief questionnaire asking visitors about their expectations.
Of course, you may encounter a number of people who simply don’t want to waste their time filling out a survey. That is why you need to make it worth their while. Let them know that you will be entering the surveys into a raffle, and that by submitting the survey they will be eligible to win valuable prizes during the upcoming trade show.
You can also include a survey in the information packets you send to leads after the show. You will need to create two separate surveys with questions tailored to the appropriate timeframe. Pre-show questions should inquire about expectations, while post-show surveys should ask about customer satisfaction and solicit suggestions for improvement in the future.
Here are some examples of effective survey questions:
- How did you hear about us?
- Have you used our services or products in the past?
- If so, how would you rate your experience?
- Have you used similar products or services in the past? Which ones?
- What is your purpose for attending the trade show?
Collecting information is only the beginning. Once you have conducted your survey, study the results and create an action plan for improvement. This may mean changing your promotional strategy or looking for better exhibit rentals.
Finally, make sure you demonstrate your gratitude towards visitors who took their time to complete your survey. You may want to send a personalized response or a generalized thank you card to those you participated — and don’t forget to send out those prizes.
Digital Marketing Manager