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Why are you all here?

Explori Releases

Why are you all here?

09-Oct-2015

A slightly surprising (and somewhat tongue in cheek) statement from one of the panellists during last week’s panel debate at the Exhibition News Raceday, but judging by the muffled chuckles from the audience, one that many event professionals can understand.

I can certainly relate to the feeling of being stood in a crowded exhibition, surrounded by thousands of delegates who have chosen to take time out of their busy and worthy professions to spend time in an exhibition hall and feeling I didn’t quite know what motivated them to be there.

No doubt the marketing campaign was compelling, the content schedule packed and there were more “opportunities to network” (ie drinks receptions) than any one human could want – but which of these were the reason that pushed our eager delegates to make the pilgrimage?  Or was it an entirely different reason that I just wasn’t aware of?

One of the wonderful things about working in events is that allows you to become immersed in wildly diverse industries in almost any part of the world.  Thinking of my friends and colleagues, you could work with the agriculture industry, then food processing, then sports and leisure, then medical practitioners and manual therapists in exhibitions from Birmingham to Bangkok. Events professionals are flung headlong into the intricacies of industries or hobbies they may never have known existed.

It presents a huge challenge in trying to quickly understand the nuances of your market and to keep abreast of the changes in thinking, the pain points, economic bell-weathers and political imperatives that will affect your event each year.

This was a point the Raceday panel also raised; really knowing your event community, both online and offline is a crucial factor for success.  Strategies were discussed as to how event professionals can tap into the knowledge of their community by engaging influencers or using social listening tools including Gleanin and Crimson Hexagon.

Another gem from the panel was to dismiss the idea of advisory panels – that given the opportunity, every member of your community can become an advisor to your event: have an advisory panel of hundreds, not a panel of ten.

And that really resonated with the work we do at Explori, helping organisers to understand what drives the behaviours of their attendees.  As with social listening, it gives every attendee the opportunity to be an advisor to your event.  But importantly, the feedback work we do, actively invites the community to give feedback in a structured and private way.  Some views are more complex than 140 characters can convey!

Gathering feedback from your community can sometimes turn up surprises for organisers, where their main drivers for attendance are very different to what had been assumed; perhaps the team behind the event had always thought education was the main priority for their audience, when actually they really wanted to source new suppliers. 

And this tactic of actively asking for feedback works equally well early in the show cycle when it comes to developing content.  Tap into the knowledge of your community and ask them to tell you, publicly or privately, what would make your next event unmissable for them. What are their most important objectives in attending and how well did your event fulfil them?

Whether it’s by engaging influencers, social listening or reaching out to your community for feedback, every event professional should never stop asking themselves the question: Why are you all here?

Mark Brewster

Explori CEO

Want to talk more about using post-show surveys to understand the behaviours of your event visitors, get in touch with the Explori team

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Our Stats

2,900,978

Event survey responses

2,306

Events globally already 
benchmarking with Explori

17

Average completion rate 
to clients' post-show surveys 

What they say

  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
  • Our expansion plans are about both organic and acquired growth and Explori is key to our ability to understand the health and performance of existing assets, as well as those that we’re looking to acquire.
    Renaud Hamaide
    CEO, Comexposium

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