When planning an event, more often than not, the majority of our efforts are focussed on the planning and execution of the event itself and it is often easy to fall under the illusion that all the hard work ends there. However, to get the very most from your events strategy, evaluating their success should not be overlooked. After all, this should form an important part of informing your future events strategy.
Here are a few simple ideas that can help you and your business to evaluate the success of your events.
In order to evaluate the success of your event, you need to have a clear idea of what you would like it to achieve from the outset. Make sure you create a clear set of objectives in the planning stages, your team can then use these to keep on track throughout the planning process, as well as providing a yard stick against which to measure success at the end.
Break the Event Down into Measurable Items
So many elements go into planning an event, it is important to break it down into measurable segments when reviewing its success. You may want to create metrics for ticket sales, costs, attendance, reviews, etc., and by doing so you can easily highlight the things that have gone well and where there might be room for improvement. An exercise like this could also highlight areas of your event planning that are not working, and you may decide to do something different for future events.
It is always a good idea to compare your performance to that of your competitors. This is an effective way to identify areas where you might need to improve to meet industry standards, as well as highlighting where you exceed.
This is particularly relevant where you are running events in order to raise the profile of your business. It may be prudent to split the measurement of this metric into segments, such as online, press coverage and word of mouth. As with the other measurements of event success, this will highlight areas of strength and weakness, which is fundamental to improving your efforts year on year.
Perhaps the most important metric when measuring success, is to seek feedback from your attendees, your team and stakeholders. Firstly, seeking feedback shows that you care, which deepens your relationship with key stakeholders and secondly, verbal feedback will provide you with information that statistical metrics cannot. What was the atmosphere at the event? How did the event make your attendees feel? Do your employees look forward to working on events again and will your guests attend?
Measuring the success of your events is key to making your events a success year on year and will ensure continuous improvement. However, one word of warning, be prudent with the amount of time and effort that you invest into measuring your event. A little goes a long way, avoid bombarding yourself with stats and useless information which could confuse or cloud your judgement in future planning efforts.
For help and support with planning your next event, please contact Wendy Marston here.