FOR IMMEDIATE RELEASE
CONTACT: Bill Myers
QUESTIONS YIELD AN$WER$ TO CONVENTION BUREAUS
CVB’s HAVE MANY USES FOR AUTOMATED SURVEYS…
Overland Park, KS/August 31, 2005 - Bottom line results can be obtained from customer surveys. Just ask Bill Myers, CAE, CMP and President and Founder of E-Autofeedback Survey Solutions.
Myers has been working with dozens of convention and visitor bureaus across the country the past four years serving their customer response needs. He provides a list of the variety of services bureaus can receive and the benefits derived:
Post Event Meeting Planner Survey. Bureaus, cities and convention centers generate leads for future business. This represents roughly 75 percent of the work done by E-Autofeedback, and all customers ask for this service. Clients are asked at the conclusion to compare this year’s conference to last years’. Additionally they are asked if the planner would consider returning to the venue and when the city can follow up. Between 15 and 40 percent of all respondents indicate they have other meetings to book! “Planners are also asked to rate the destination before and after the meeting,” said Myers. “The significance of that is that the rebooking opportunity is greater. Trending the other way (with higher ratings at the front end) shows that you have your work cut out for you.” Myers added “closing even one lead from use of this survey tool will pay the software use fee for years to come.”
Membership Survey. In membership-based bureaus, services are evaluated in terms of their usage. Results sometimes don’t suggest the services aren’t valued, simply not understood. “The San Diego bureau had an insurance program for their members. We discovered through the survey that lots of the members weren’t aware it was being offered,” said Myers.
Hotel Lead Survey. Planners are quizzed on how prompt and thorough hotels were in pursuing leads. Myers says this is most beneficial in larger cities, which are more challenged in ensuring adequate hotel follow-up.
Individual Attendee Survey. This applies to the business traveler who comes to trade shows and gives the host bureau a great “read” on how their destination is perceived by those who visited.
Familiarization Trip Evaluation. This effort is aimed not just at the lodging industry but attractions, restaurants and the like.
Tour Group Operator Evaluation. This measures the Bureau’s treatment related to the leisure market and judges operator’s likes and dislikes of the attractions.
Exhibitor Survey. Thoughts about a city, its convention center and work rules are captured in prioritizing trade show environments.
Member Needs Assessment. This procedure is popular with trade industry groups that judge member issues such as career development, salaries and gender inequities.
Myers says these tools, used collectively or individually, give destinations the bigger picture and help them to run their organization more efficiently. These techniques have also, he said, turned the business of surveys from an art to a science that allows convention services to quantify results and demonstrate return on investment.