Event planners often survey attendees, sponsors, and vendors after an event. They recap what worked and what didn’t to include things like speakers, sessions, attendee flow, sales, registration process, and other things.
But is this something your chamber does or needs to do?
A chamber of commerce professional asked the Facebook group about surveys on a parade event specifically:
If you host your community’s Christmas Parade, do you conduct a post parade survey?
Are Chamber Event Surveys a Must?
As expected, the chamber pro received a lot of feedback but it was largely based around the answer that chambers who have parades don’t survey the attendees afterwards. There are several reasons for the lack of surveys:
If you don’t plan on changing anything, a survey is a waste of everyone’s time. Never ask for an opinion if you don’t plan on following any of it. You need a mechanism in place to address concerns and suggestions, if you’re going to ask the question.
People don’t know what they want. Only your chamber knows if your members fall into this category but one chamber professional shared that golf tournament attendees asked for better weather on one of his chamber event surveys. The chamber may be all powerful, but last time we checked the weather was out of its purview.
Use a suggestion box instead. Who do you plan on surveying in a parade situation? Attendees? Vendors? Participants? All have very different experiences and needs. Placing a suggestion box near the vendors’ area is a good way to collect from people who have something to say and are looking for a return on their investment, and not just from those who feel obligated to fill out a survey because they received one.
If you do decide to use a survey, personalize it for the group you’re asking if you’re poling more than one. Your attendee survey shouldn’t ask the same questions your vendor survey does. These groups have different interests in the event. Also, if you come across someone who has a lot to say about your event, take a tip from Janice Schwanbeck from the Greenville Area Chamber of Commerce who suggested asking them to serve on the planning committee.
If you’d like to ring in about surveys at parades or other chamber events, click here.
Grab this Chamber Event Marketing Checklist (it’s free)…