Creating Better Conventions with Real-Time Event Feedback
TL;DR by Tippy
Professionals are optimistic about the event sector
In-person conferences bring in 66% more revenue than online or hybrid versions (source: Cvent)
Leveraging a multi-channel approach to capture feedback increases response numbers and authenticity
In-person feedback reduces negative bias often received in post-event surveys
Crafting attendee-focused events increases post-event sales for vendors
Photo by Florian Schindler on Unsplash
Running a convention, tradeshow, or conference is an ecosystem that has a lot of moving parts.
There's staff, marketing, design, programming, catering or food vendors, partnerships, operations, ticket agents, and a host of other variables that you can't slip up on – or attendee experience could suffer.
Just like a sporting event, understanding your guests sets you up for success so that you can give them what they want, how they want it. Plus, it prevents yourself from coming up short, like when Scottish footie fans drank Boston dry.
The future of convention center events, conferences, and tradeshows is promising – 85% of professionals are optimistic about the event sector, with its potential to generate more revenue compared to virtual or hybrid conferences.
The key to running a successful in-person event is gathering data in real-time to adapt in the moment. Immediate response to feedback creates lasting relationships with conference managers and attendees, the pillars to long lasting success.
The post event survey isn't dead – it's evolving into something more present and on-the-floor. We're entering an era where constant information and equally lightning-fast responses has become the standard expectation.
Here’s how transforming your feedback approach to include multiple channels will improve your attendees' experiences.
63% of event marketers believe attendee feedback at conferences is vital for improving future events.
source: Momencio
Your Voice Matters: Conference Attendee Feedback Has Evolved
In every industry, customers are voicing their opinions more frequently through multiple channels. Companies that don't have their finger on the pulse of public opinion risk perpetuating lackluster experiences.
Being present throughout the event is how you're going to address concerns and discover the aspects that are working to your advantage.
In the past, event organizers would rely on post-event surveys to gather feedback. The flaw with this method is that human memory is selective, resulting in the loss of experience details. Therefore, accuracy wanes and we have a bias to recall negative memories over positive ones.
Knowing this, feedback is evolving to be more “in-the-moment.” Ranging from social media to on-the-floor media teams, there are many ways to tap into what attendees are saying.
Here's how to make genuine feedback gathering as effortless as possible.
Source: American Express, 2026 Global Meetings & Events Forecast
Five Ways to Capture Event Attendee Feedback
1. Feedback Forms
Create different options to leave feedback. Have feedback cards/stations located throughout the convention center where attendees can leave sentiments in the moment as events happen. QR codes can also be leveraged throughout the event that direct attendees to online feedback forms.
2. Feedback Walls
There is incredible power in creating spaces for attendees to voice their opinions anonymously. This fosters more honest and transparent feedback that also influences others to follow suit. By having a physical cork or magnet board for attendees to express how they're feeling, you're able to gain insights in one of the most immediate ways possible.
Tippy's Tip
When asking for feedback, provide an incentive such as discounts or freebies to draw in participants beyond complainers who just want to vent.
3. Interactivity and Live Polling
Consider using live responses and polling during presentations to gauge sentiment. You can ask how the event is going so far, and how attendees are enjoying themselves. Live polling creates incredible metrics for measurability while also giving participants an opportunity to see themselves in the results, as graphs can be generated on-demand and presented.
4. Video Booths and Social Teams
Give someone their fifteen minutes of fame and spotlight guests through video booths or have a social team roaming throughout your convention. This is the same reason why Toronto’s Speaker’s Corner was so beloved. Not only does this create an opportunity to engage in conversation and get in-depth responses, but it can also be repurposed as social media content.
5. Social Media Mentions
Make social media handles visible throughout the event and encourage tagging through mentions and hashtags. This increases engagement amongst your network and builds community. Also consider prompting the type of posts you'd like to see. Displaying live tweets or mentions on monitors throughout the event is another option.
Why Does Feedback Matter: Customer Experience and Revenue
Improving the attendee experience is key to ensuring events are successful. Whether you're an event manager or a convention center, creating momentum around your events is based on how well you've planned your events and responded to feedback.
But his doesn't just impact attendees. It also has a profound impact on post-event sales for vendors, as positive sentiments permeate to all aspects of the convention.
According to experiential marketing firm Spiro, attendees who use the words "memorable," valuable," and "trustworthy" in their review are three times more likely to make a post-event purchase.
Source: Spiro, Experiential Marketing Impact Report
Optimizing Attendee Feedback for Conferences and Conventions
It's important to have a team on top of social engagement, both in-person and online. By observing attendee behavior and monitoring feedback throughout your convention, tradeshow, or conference helps to maintain a heightened quality in the responses that you receive.
That's why teams like Competitor IQ exist to make sure that your attendees are being heard and that quality is maintained, while creating positive feedback loops that result in real change.
Whether you manage a long running convention or just starting an expo, it's the attendees that make events worthwhile. They bring their expertise and personality through the doors to create a community of fans.
Discovering how your attendees are feeling is key to growing your conference and centring their voices throughout the process solidifies your success. This is how you create longevity for your events and continued excitement year after year.
Curious about what your attendees are thinking?