We have just successfully completed the post event evaluation for ad:tech London 2010, which, in its 7th year in the UK, and with 9 other events across the globe throughout the year, attracts attendees to reveal the latest trends and market figures, share best practices and address industry challenges. Their typical audience are publishers, advertisers, marketers or business owners, who have a keen interest in the power of digital advertising, providing the tools and knowledge to succeed in an ever changing interactive world.
Working alongside the marketing team for this event, who have previously undertaken costly and time consuming telephone interviews, Ask Insight have delivered this year's evaluation through a cutting edge online software platform â€“ enabling feedback to be collated online, quickly and cost effectively.
The platform allows for the feedback to be collected from a wide audience, with invitations distributed via either SMS or email to the visiting audience, using data collected from their registration to attend the event.
Another benefit of the platform is that it is possible to collate responses via mobile devices such as Blackberry's, iPhones, iPads and Android based devices which have a browser installed. We automatically detect whether the respondent is accessing the feedback platform using one of those devices or a standard desktop browser and deliver a layout which is most suitable. This has allowed us to ensure that the respondents are delivered the same layout, and asked the same questions regardless of the device or browser they access it from. The feedback platform is also fully branded to the show, harnessing response rates of up to 70% depending on the timing of any broadcast and the quality of the data that is collected through the registration process.
Feedback which is collected can include a wide range of topic areas â€“ anything from their thoughts and opinions on the complexity/simplicity of the event registration, on the facilities available at the venue through to micro factors such as their opinions on the exhibitors, seminars and conferences held within specific events. These are then used to drive and monitor KPIs internally for the event organisers and to benchmark on previous shows. A major attraction is the ability to generate excellent PR collateral to drive sales and attendance at next year's show.
The 'clever' bit about the survey, is that when data is collected when visitors/exhibitors/delegates are scanned at exhibition stands, conferences and seminars, we are able to deliver a highly targeted survey, which identifies attendance at each element of the show and then seek feedback on the individual aspects â€“ evaluation criteria in these instances included quality of the speaker, quality of the content, knowledge of staff, buying decision impact amongst other wider questioning about the show generally and the relative influence of any particular visitor.
This fresh and innovative approach has created a wealth of data for marketing teams to use in future planning and marketing.