Following on from my last post on being prepared for the unexpected, I want to take a look at continuous improvement. If you can measure something, that means you can improve it. The importance of event evaluation is identified with the effective analysis of our performance as an event planner, as well as the estimation of attendance, onsite engagement, operational efficiency, and several further aspects.
How to evaluate the success of the event:
1. Attendee satisfaction - The most meaningful feedback that we can get comes from the people attending the event. Attendees would be asked to rate various aspects like location, time, speakers and the event overall. The evaluation form would end with a (not-required) open ended question where the guests can ventilate their experience or even their tips to improve your event.
2. Monetary outcomes - The efficiency of planning an event is also dependent on how the budget that was spent on event organization relates to the generated revenue. A comparison of estimated versus actual costs and revenues would provide the necessary data for the analysis of the budgeting strategy.
3. Registration numbers - The level of actual attendance is a fundamental aspect of event effectiveness. The comparison of the number of registrations with the actual check-in rates helps identify the performance of the marketing strategy.
4. Media and press hits - Public recognition and media coverage define the success and importance of an event. We would need to monitor media feedback by checking the local press, as well as the press platforms leveraged by sponsors and partners to find out what the public notice is.
5. Venue/Vendor Performance - Learning how well the teams worked together for the event helps with maintaining great relationships with everyone from sponsors to the venue to the security staff.
Knowing how to evaluate an event in the right way accounts for avoiding recurring errors and learning which points have to be improved in the future.
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