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How do you use event feedback to build loyalty with stakeholders?

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Feedback is essential for any event producer who wants to improve their skills, satisfy their clients, and create memorable experiences for their attendees. But feedback is not just a one-way communication tool. It can also be a powerful way to build loyalty with your stakeholders, from sponsors and speakers to vendors and volunteers. In this article, we will show you how to use event feedback to strengthen your relationships, increase your value, and grow your reputation in the event industry.

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Katja Presnal

Co-founder of CRUSH | CEO whisperer | Content Marketing Pioneer | Keynote Speaker | Author | Talk Show Host | she/her

1 Identify your stakeholders

Before you collect and analyze feedback, you need to know who your stakeholders are and what they expect from your event. Stakeholders are anyone who has an interest or influence in your event, such as sponsors, speakers, vendors, volunteers, media, and of course, attendees. Each stakeholder group has different goals, needs, and preferences, so you need to tailor your feedback strategy accordingly. For example, sponsors may want to know how many leads they generated, speakers may want to know how well they engaged the audience, and vendors may want to know how smoothly the logistics went.

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Alexa Martinez

?Creating Unforgettable Experiences with a Sustainable Touch ???
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Attendees: Foster attendee loyalty through event feedback. Actively acknowledge suggestions and implement popular ideas to show you're invested in their experience. Management Team and Internal Stakeholders: Highlight positive feedback to demonstrate stakeholders' role in successful events. Connect positive feedback with company goals, fostering unity and teamwork. Speakers: Strengthen speaker relationships using event feedback. Share positive reactions for validation and camaraderie, while using constructive insights to enhance future contributions. Your Team: Boost team morale by recognising their efforts based on attendee feedback. Sharing positive responses affirms their dedication and ignites renewed commitment.

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2 Choose your feedback methods

There are many ways to gather feedback from your stakeholders, such as surveys, interviews, focus groups, social media, analytics, and testimonials. The best method depends on your stakeholder group, your event objectives, and your resources. For example, surveys are a quick and easy way to collect quantitative data from a large number of attendees, but they may not capture the nuances and emotions of their experience. Interviews and focus groups are more time-consuming and costly, but they can provide deeper insights and qualitative feedback. Social media and analytics can help you monitor the online buzz and engagement around your event, but they may not reflect the offline impact and satisfaction. Testimonials are a great way to showcase the positive feedback and stories from your stakeholders, but they may not reveal the areas for improvement and learning.

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3 Analyze and act on feedback

Once you have collected feedback from your stakeholders, you need to analyze it and act on it. Analyzing feedback means identifying the patterns, trends, and themes that emerge from the data, as well as the strengths, weaknesses, opportunities, and threats for your event. Acting on feedback means using the insights to improve your event design, delivery, and outcomes, as well as to communicate with your stakeholders and address their concerns and expectations. For example, if you receive feedback that your event was too long or too crowded, you can adjust your event format, schedule, and venue for the next edition. If you receive feedback that your event was valuable, informative, and fun, you can share it with your stakeholders and thank them for their participation and support.

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4 Follow up with stakeholders

Feedback is not a one-time activity that ends after your event. It is an ongoing process that requires follow-up and follow-through. Follow-up means reaching out to your stakeholders after your event and showing them that you value their feedback and appreciate their involvement. Follow-through means delivering on your promises and demonstrating that you have implemented their feedback and improved your event. For example, you can follow up with your stakeholders by sending them a thank-you email, a feedback report, a certificate of attendance, or a gift. You can follow through with your stakeholders by updating them on your event progress, inviting them to your next event, or offering them a discount or a referral bonus.

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5 Build trust and loyalty

The ultimate goal of using event feedback is to build trust and loyalty with your stakeholders. Trust and loyalty are the foundations of any successful relationship, especially in the event industry, where word-of-mouth and reputation are crucial. By using event feedback, you can show your stakeholders that you care about their opinions, needs, and goals, that you listen to their suggestions and complaints, and that you deliver on your value proposition and expectations. By doing so, you can create a loyal community of stakeholders who will support your event, promote your brand, and become your advocates and ambassadors.

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Katja Presnal

Co-founder of CRUSH | CEO whisperer | Content Marketing Pioneer | Keynote Speaker | Author | Talk Show Host | she/her
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We identified already before our Crush 2023 event for female founders that most of our attendees wished they could also speak or sponsor the event and have visibility/promote themselves at the event. We hired a video team with a sole purpose to film one-minute-videos of our attendees where they could give feedback about the event and promote their business. These videos now will be used in our next year’s event promotion and the attendees will get the wanted visibility. This build loyalty and shows that we go above and beyond to provide value for our attendees.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use event feedback to build loyalty with stakeholders?

1

2

3

4

5

6

1 Identify your stakeholders

2 Choose your feedback methods

3 Analyze and act on feedback

4 Follow up with stakeholders

5 Build trust and loyalty

6 Here’s what else to consider

Event Production

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How do you use event feedback to build loyalty with stakeholders?

1

2

3

4

5

6

1 Identify your stakeholders

2 Choose your feedback methods

3 Analyze and act on feedback

4 Follow up with stakeholders

5 Build trust and loyalty

6 Here’s what else to consider

Event Production

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