How to use Event Management as a Tool to Capture Data

Learn how to use event management as part of your marketing strategy to build your database. We have compiled 7 useful tips to make your life easier.
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There should always be an objective for events, it’s not just for the party (as much as we’d like it to be). They serve the purpose of promoting your brand as well as turning prospective clients into clients. They also serve the purpose of collecting data which will help companies’ future strategies.

Collecting data through event management can be tedious and dreaded by both the brand and the attendees. Try out the following 7 tips at your next event to make data collection easier.

Your goal is to set up a booth that is fun and interactive. You want your audience to feel like they’re not taking part in a survey at all.

SETTING OUT YOUR GOALS

Setting out the information you want to gather from your survey is a good place to start. You have a limited amount of time to grab your audience’s attention to fill out the survey. You’ll also want to keep in mind what you’re going to do with the data afterward.

DECIDING ON WHAT DEVICES TO USE

When selecting the device to capture the information on, you need to consider your target audience and what they’re comfortable with. iPads are generally the first choice with their easy to use interface. It’s important to keep in mind the battery life and keeping a few spare devices on hand just in case. As well as whether you need Wi-Fi to conduct the survey.

EVENT MANAGEMENT SOFTWARE

It’s best to find software that will gather the right information for your brand. Customising the software to suit your brand is imperative to carry your CI (Corporate Identity) throughout the event. We recently purchased Splash, a leading event management software that helps our clients effortlessly gather event data. Have a look here.

IT’S NOT ABOUT ASKING ANY QUESTIONS; IT’S ABOUT ASKING THE RIGHT ONES

You want your survey to be as short and efficient as possible. Ask the demographic questions first as they are not hard thinking questions. You want to ease them into the survey then lead them onto the more important questions without beating around the bush too much.

PEOPLE WANT TO BE REWARDED FOR A FAVOUR

A word to remember when writing the survey is “incentivise”. Incentivising the audience will make them feel like they’re not just doing the survey for your benefit only. You may be on a small budget but that’s ok. Reward with loyalty points, coupons, something that relates to them as well as your brand.

BEING FACE TO FACE MATTERS

It’s important for a brand to have face to face interactions with their audience. It shows that you care about their experience. Whether it be people from your brand or representatives. Either or should have enough knowleofe on the brand and on the survey to offer help and information.

FOLLOW-UP

You should utilise the information you’ve acquired and have a communication plan ready to roll out rather sooner than later. While it’s still fresh in your audience’s mind, make your message relevant and recognisable.

We recently used Splash to help our client, Bryte Insurance, launch their new brand. You can check out the project here.

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