Still, can you tell that the job was well done at that point? Someone would equalize success with smooth organization and satisfied guests, while other need more palpable proofs. One way or another, the questions are piling up. Was this time better than the last? What changed? If you could tell exactly what went wrong and what turned right, you could implement these into your next planning, giving way to even better event.
Was the purpose achieved?
You cannot talk about success of an event if you don’t know its purpose. Once the “whys” have been asked, “hows” will be answered as well. But still, determining the success based on purpose is an equation on shaky ground. Every event is surrounded with massive networking on your employee’s part, as well as numerous leads that sprouted from it. It is relatively easy to track the number of sales afterwards, but soft metric is usually more important.
When talking about corporate “sales” events like exhibitions, you need to know the total expenditure and then delve into details like wp event ticketing sales, until you have determined all production costs. Alternatively, you can use the total event expenditure and compare basic ROI in company performance before and after the event took place. Secondly, you need to measure evident changes in your client’s business, following the event. In this stage you need to work closely with the client, with their team equally recognizing the importance of measuring the event success.
Work with 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.
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.
Measuring soft parameters
Far from impossible, these parameters can be measured with a bit of 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.