Just like Joey from Friends, we recognize the importance of giving and receiving in marketing. One of the best things to give and receive is feedback.
We could never improve without feedback. And while it’s difficult, feedback is a great way to measure success.
Take a post-event survey to find out what attendees thought about the event, how they heard about it, and what they liked best. Measuring attendee satisfaction can help you improve your event marketing and find out what works and what doesn’t.
In fact, 90% of virtual event organizers use surveys to measure attendee satisfaction. And 80% say attendee engagement and satisfaction were KPIs for measuring event success.
To design a post-event survey, you should ask different types of questions – from yes / no, rating, to open-ended questions.
Let’s review the best post-event survey questions below.
Questions about the survey after the event
- How satisfied were you with the event?
- What was your favorite experience or moment?
- What could we improve?
- How useful was the event?
- Did the event meet your expectations?
- How likely is it that you will attend our events in the future?
- Would you recommend our events to a friend or colleague?
- Did you have the opportunity and place to ask questions and participate?
- What would have made this event better?
- Why did you attend this event?
- How did you find out about this event?
- Have you ever attended this event?
- Would you like to take part in this event again in the future?
- Have you already participated in our other events?
- Were you satisfied with the number of activities / workshops?
- Were you satisfied with the quality of the content?
- How helpful were the staff at the event?
- What was your biggest takeaway from the event?
- How satisfied were you with the virtual experience?
- What were your favorite virtual features?
- How easy was the platform to navigate for the event?
- How satisfied were you with the networking opportunities offered?
- Which topics would you like to see more of at future events?
- How did this event affect your perception of our company?
- Please share additional comments, thoughts, and suggestions for future events.
1. How satisfied were you with the event?
First and foremost, it is important to ask participants about their overall satisfaction with an event. You can also ask attendees to rate specific things including the venue, date, speaker, provider, catering, quality of meetings, number of meetings, and more.
This way you can assess exactly how well you did in each area, but also the overall satisfaction of the participants.
This is probably the first and foremost question asked in most surveys. It’s a good starting point for the specific questions that follow next.
2. What was your favorite experience or moment?
This question should be open-ended and let participants describe what they liked best about the event and why they enjoyed this moment.
This is a great way to find out what you did right and what experiences are most valuable to your event attendees.
With this information, you can get an idea of how to plan events in the future and see if there is something that the majority of your attendees agree with or want to see again.
3. What could we improve?
Again, this is an open-ended question that your participants can use to provide constructive feedback. Sometimes it’s hard to hear, but this will help you figure out what will and won’t resonate with your audience.
By keeping track of what the audience doesn’t like, you can improve and replicate future events so attendees don’t have these barriers to attending your next event.
The point of feedback is not just to get positive feedback, but also to find out what isn’t working.
4. How useful was the event?
This is a great question for finding out how actionable the event content was. Did your attendees find the information helpful? Did you learn anything? Have you been able to incorporate something you learned from your event into your workflow?
Depending on the type of event you’re hosting, this can be a great way to see if people feel like they got their money’s worth.
5. Did the event meet your expectations?
Similar to the question above, this question measures whether people got what they thought they would get. This answers the question, “Did my audience achieve their goal by attending this event?”
This should be an open-ended question that users can use to expand and explain why the event was what they expected or why it didn’t.
6. How likely is it that you will attend our events in the future?
This question will tell you how many people plan to keep up to date on your events. If they were generally satisfied, they will say yes. If not, they will say no.
This is a great way to find out how well you have marketed and sold your company as an authority and trusted industry leader.
7. Would you recommend our events to a friend or colleague?
Given that people are more likely to buy a product their friend shared with them and the importance of customer reviews, referrals are a great way to measure how satisfied your event attendees are.
Like your event or products is not enough – do they like you enough to talk about you to their friends? That is the real success factor of an event.
8. Did you have the opportunity and place to ask questions and participate?
Whether you provided online support or had event helpers in the building, it’s important to know if attendees noticed this help and if they feel supported. When hosting an event, there are bound to be questions about registration, access to specific workshops, and much more.
This question informs you that your audience knew where to go when they had a question. If they didn’t feel they had the space to ask questions, there is a better way to promote your support channels.
9. What would have made this event better?
This is a great question for gathering event ideas from your target audience. What do you want to see? What gaps did you see from competitors in your event? With this question you can find ways to improve your next event.
10. Why did you attend this event?
You can use this question to educate your pre-event marketing. That way, you’ll learn what your audience liked about your marketing and what they expected from you. This open-ended question gives you the opportunity to show yourself off to your audience and give them what they want.
11. How did you find out about this event?
Again, this is a great way to evaluate your marketing before the event. Where do the participants find out about your event? Which marketing channels work best? Which marketing channels don’t work at all?
Here’s where to focus your pre-event marketing for your next event, and where to pay more attention and make improvements.
12. Have you ever attended this event?
A good metric to keep track of is how many repeat participants you come to your regular or annual events. That way, you’ll learn how many people see the value of your event and want to keep attending.
Again, this metric shows you where to focus your marketing efforts. Would you like to increase the number of repetitions? Then you may need to focus on the customer experience during the event. Do you have good regular customers but not enough new acquisitions? This way, you will learn that you need to focus on marketing channels before the event.
13. Would you like to attend this event again in the future?
This question is similar to one of the above and measures how likely it is that someone will attend the same event in the future. Do you see value in attending this event every year? Or do you feel like you have everything you need?
Just as it is easier to retain customers than it is to acquire new ones, it is also easier to convince former attendees to attend the same event again. This shows if your audience is excited to come to your event in the future, and you can then compare it to the number of attendees who actually came back in the next year.
14. Have you already participated in our other events?
This question tells you how many loyal followers you have. Do people come to your events in your community? Or are they new people who have never heard of your brand? This way you can measure where you are attracting event attendees.
15. Were you satisfied with the number of activities / workshops?
This is a specific question that measures satisfaction with the number of activities or workshops available to participants. Essentially, there was enough for your attendees to do during the event. Or was there too much? Either way, this question is important in determining if you and your audience are targeting the content you want.
16. Were you satisfied with the quality of the content?
Once you know how much content you can offer your audience, it’s time to ask about the quality of the content. Do you think the information was useful? Has it paid off? This will help build trust with your audience that you can present quality content and information that they find valuable and useful.
This is also a great way to gauge what content your audience is interested in. If it wasn’t happy with the quality it could be due to the nature of the content, the speakers, or the way it was presented.
17. How helpful was the staff at the event?
This is a great question to use to find out how your employees behaved during this event. Was the staff friendly and helpful when participants asked questions or used support? Or was there a personnel problem?
This is a great way to find out how quickly problems were resolved and whether attendees enjoyed their experience.
18. What was your biggest success at the event?
In this way, you can again determine which people were able to learn from your event and what they made of it. Does that align with your goals for the event? If not, this is a great way to see what people have learned from your event and what to expect.
19. How satisfied were you with the virtual experience?
When hosting a virtual event, it is important to add post-event questions that measure the success of the virtual experience.
You can leave this as a rating and / or an optional open-ended question so that users can explain why they were or were not satisfied with the virtual experience. Participants can comment on simple navigation or audio quality, for example.
20. What were your favorite virtual functions?
If you offered special online functions or an event app, you can find out here what your participants thought of these functions. This way you can measure the overall success of your virtual platform. Did this platform provide features that your audience liked? Or were there other features that you wish were available?
21. How easy was the platform to navigate for the event?
Similarly, this question is meant to measure the effectiveness of your online platform for your virtual events. If the platform isn’t intuitive or easy to use for attendees, they likely won’t consider returning to your other events. This will help you assess whether there is a need for improvement in the online experience.
22. How satisfied were you with the networking opportunities offered?
Many marketing events are designed to enable networking, and many people attend these events to network with other professionals. If networking is something your audience wants you to do, measuring the success of your networking opportunities is important.
This can be a rating question or an open-ended question so that your attendees can explain what they liked or disliked about the networking opportunities.
23. Which topics would you like to see more of at future events?
Again, it’s always a good idea to learn what content your audience wants to see. How can you find out? Just ask.
In your survey, you can ask what kind of topics they would like to learn about in the future. This also gives you new perspectives and ideas for your next event.
24. How did this event affect your perception of our company?
This is a great question for how effective your branding story and messaging is at your event. Is your branding clear through your event marketing materials? How does it fit into the larger strategic picture? This question will help you keep track of how effective your event was in terms of branding.
25. Please share additional comments, thoughts, and suggestions for future events.
It is of course a best practice to end with an open-ended question that participants can leave feedback on each area. You want your participants to feel like they are sharing their general thoughts and opinions with you.
Hopefully the questions in your survey got your respondents thinking, and they may also feel that there are other topics that need to be addressed. Since you can’t ask every question you probably want, this is a great way to find out what’s important to your audience.
Post-event polls are mainly used to measure the success of an event. These surveys will give you information you need to improve future events.
Post-event poll questions aren’t the only type of polls you’ll want to send out. You can also send a poll before the event. With a pre-event survey, you can measure your current event marketing, see what got people excited about the event, and how to tailor the event to the actual attendees.
Here are some examples of what that might look like.
Questions about the pre-event survey
- How did you find out about this event?
- What are you looking forward to the most?
- Have you ever attended this event?
- Why did you choose this event?
- Do you have special accommodations that you would like us to be informed about?
- Was there any event information that was difficult for you to find?
- Which social media platform do you use most often?
1. How did you find out about this event?
This question can be asked before or after an event. You can send this in a pre-event survey to find out which marketing channels are working best. That way, you can make changes to your budget and priorities as you continue to market the event.
2. What are you most looking forward to?
This pre-event question will help you gauge what people are looking forward to most. Again, this will help you inform your marketing budget and priorities so that you can meet all customer expectations.
3. Have you already attended this event?
Similar to the first question, this can be asked before or after an event. The reason to find out before an event is to determine if you have a lot of repeat attendees or if you need to do more marketing to past attendees.
4. Why did you choose this event?
This is a great question to ask before an event as it tells you what people are looking forward to the most. This will help you prepare for an event so that you can achieve what people expect.
5. Do you have any special accommodations that you would like us to be informed about?
From a logistical point of view, this is important to know. Unless you have many attendees and adjustments need to be made, you should be clear about the accommodations. When hosting a larger event, you need to consider the type of accommodations that you will need to make for different attendees.
6. Was there any event information that was difficult for you to find?
Again, this will help you make adjustments to the pre-event and registration process while it’s still running. This should ultimately help you attract more registrants as you can rotate your strategy in real time.
7. Which social media platform do you use most often?
If you don’t have a plan on how to communicate with your attendees during the event, social media is a great option. But which platform would work best? A pre-event survey can help you find out which social media platforms your audience uses most to provide helpful information during your event.
Conducting surveys before or after the event is an important part of measuring the success of your event team and your marketing team. You can use a survey tool like HubSpot to do this. Regardless of the tool you use, remember that the goal of sending out a survey is to get both positive and constructive feedback so you can improve your event marketing and events.