As meeting planners, it's our job to stay in tune with what the people want. Do folks prefer morning or afternoon sessions? Do most people prefer buffet set-up or a plated meal? What are the preferred dates for the following meeting? There is a wide range of valuable planning information that can be gathered through attendee survey data.

However, it doesn't have to stop there!

Surveys can also be used for attendees to volunteer information about the marketing messages they wish to receive, as well as how they wish to receive them. Here are some examples:

1.  Plan a question regarding email or print.

If attendees state they enjoy having a printed conference guide for the event, it would then be advised to increase ad opportunities for your sponsors in the guide. Content could include items ranging from simple box ads, to detachable coupons and special discounts valid only through the dates of the event. Conversely, if attendees prefer email over print, you may want to then open up a variety of web banner marketing options to feature sponsor messages in your emails prior to the event.

2.  Plan a question on networking preferences.

Learning about whether attendees prefer to network in a reception setting or at structured roundtables is also valuable to know, as it presents other marketing opportunities. If they prefer roundtables, you may want to offer sponsors the opportunity to host each of the different tables. If attendees prefer a reception setting, sponsors can be offered branding opportunities on napkins, cupholders, and other visual components of the networking event.

3.  Plan a question on preferred vendors.

As much as one works to stay in tune with what people want, it's always a catch-up game. Continuously ask attendees what service category of vendors they would like to see at the upcoming show. Preferences may change in as small as a six-month time period, so always check who they are looking to network with, and what new things they would like to see at the upcoming event. It makes it an even more fruitful experience for the attendee, and reaffirms confidence with the vendor that marketing at your event was a worthwhile investment.

Well, now it's time to send the survey. But, wait-there's a marketing opportunity there, too! If there is a chief sponsor of the event, there is an additional opportunity to reaffirm their brand. And if the sponsor is willing to throw in a prize at the end, even better!