How Successful Was Your Event?

Your guests have left and the venue needs to be cleaned up. This is the time to relax and take a chance to thank your team for a job well done.

But are you really 100% certain at that point that it was a good job? Success can be measured with the number of satisfied guests and the organizational mistakes, but many people look for more tangible parameters. And ask many questions. For example, was it better than the previous one? Were there any significant changes? Making a detailed list of positive and negative outcomes can be implemented into your next planning process, to make it even better than the last.

Did the Event Achieve It’s Purpose?

To have a clear overview of the success rate, you need to be aware of your event’s purpose. It’s easy – for every why, you must get a how. Still, determining the success based on purpose is an equation with many unknowns. Every event consist of a massive network on your employee’s part, as well as numerous leads that  came as a result. The number of sales is easy to track, but the soft metrics usually carry a higher importance.

Hard Numbers

The easiest metric to bring down, primarily when talking about corporate “sales” events like exhibitions, is the total expenditure. After that, you need to delve into little little details like wp event ticket sales, until you’ve determined all the production costs. Alternatively, you can compare the basic return on investment in company performance before and after the event took place. Furthermore, you need to measure the changes in your client’s business, following the event. Working closely with the client is of paramount importance, making their team fully recognize the importance of measuring the event success

Side by Side with the Client

The data you collect about company profitability, new customers, leads and partners may depend on the marketing goals of the company. These parameters are fairly easy to calculate, as there are objective elements that can be linked to the event, like generated revenue, phone or email inquiries and closed deals. As they may vary from event to event, it is best to define them before the event. For any type of “sales” event, five or six parameters are enough for you to get an insight after the event is terminated.

Then Go with the Soft Metrics

These underlying parameters like brand recognition, stronger community or improved customer relationship management are sometimes more important than hard metric. One way to collect some data is to become “eyes and ears” of the company, mingle through the crowd and listen to people’s reaction and eavesdrop on their conversations. These soft parameters are even more related to the type of event, but also to the type of brand. A homemade food festival is going to yield parameters very different than a new electric car promotion.

Can You Fully Measure the Soft Parameters?

Far from impossible. These parameters can actually be measured, although you need a bit of ingenuity and a little more effort and investment. Traditional handout questionnaires always seem to work. Alternatively you can hire several interviewers to conduct quick post event surveys, as people are leaving the venue. Finally, social networks will be an invaluable resource for grasping the buzz that was generated around the event, either by using dedicated hashtags or specialized apps.

The most important thing is to have a feedback gathering system that will include attendees during or immediately after the event. Remember, negative feedback is often more valuable than a praise.

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