How can you optimize survey response rates for event marketing and sponsorship?

Before you even think about doing a survey, get to know your audience as it will help to refine the questions you are going to ask. The worst thing you can do is waist their time asking questions they have already given you the answer to. There is a mountain of data at your fingertips including web, social, ERP, CRM etc but you will also find insights in the feedback customers have already given you through your customer service team. So as you are getting to know your audience, build a map of the customer experience and every team member that touches that experience. Make time to speak with them to understand their perspective on who the customer actually is... as they may have valuable feedback to share on behalf of the audience.

Clear Value Proposition: Communicate the value of the survey to participants, emphasizing how their feedback will contribute to better events or sponsor experiences. Short and Engaging: Keep surveys concise and engaging, focusing on key questions that provide actionable insights. Avoid overwhelming participants with lengthy surveys. Incentives and Follow-Up: Offer incentives or rewards for completing the survey. Follow up with reminders and thank-you messages to encourage participation.

Crafting a Survey? Start with Your Audience Insights! Know Your Respondents: Understand their interests, preferences, and interactions with your brand. Tailor Your Approach: Match your survey’s questions, format, and tone to your audience's motivations. Leverage Data: Use event registrations, social media, and CRM insights to create accurate audience personas. ?? Effective Surveys: They’re not just about questions, but about knowing who’s answering them!

Always make sure your respondents take some ownership of the survey. Avoid conducting surveys just to collect responses. The length of the survey will be affected by the level of knowledge of your respondents and how relevant they are to your research topic. A good mix of closed and open-ended questions will help your respondents gain more control and ultimately help you release more uncertainty.

I find that the more the customer feels valued, the more time they are likely to invest in offering feedback. So if you have a great relationship with your audience and you haven't asked them for input recently, you can afford to ask a few more questions. And make it simple and easy for the audience. Don't be afraid to add a little warmth & fun if it aligns with your brand and doesn't distract from the core intention of the survey.

Incentives that are closest to cash always work best but there’s no guarantee that higher incentives get you better response rates. Someone may see a $50 incentive and think your survey will take too much time. I’ve found ~$1/minute performs well but always test to see if you even need to pay.

Don't over do it. And be aware of how much more 'feedback' the audience member is being asked to give in the context of your event. Respect their time and show you not only value it but are grateful for their honest feedback.