Unit 4

EVENT EVALUATION

The final stage of events management is the evaluation of the events outcomes and the processes
employed to achieve set outcomes. Event evaluation is necessary to make you and your team more
efficient and effective. It is all about finding your mistakes and learning from them. Event evaluation
should be done immediately after the event is over or the next day. Conduct a meeting with your team
members to evaluate your event. The fundamental purpose of event evaluation is to identify positive
and negative practices with a view to improving future performance, whether this is in terms of financial
performance, environmental impacts or the overall operation of the event.

Following steps are involved in writing evaluation of an event

Step 1: Determine the extent to which event and advertising objectives have been achieved. If you are
not able to achieve your event and advertising objectives through your event, then no matter how much
people enjoyed the event or how much popularity your event got, it is a complete failure on a
commercial level.

Step 2: Get feedback from your clients and target audience. One good way of getting feedback is
through feedback form. To make sure that your clients give you feedback, make feedback form part of
your Exit pass form. The exit pass form is required to get exit pass for security clearance, to remove
exhibits from the facility. To get feedback from target audience/ guests, make feedback form part of
your gift voucher. A guest can redeem the gift voucher only when he/she fills the feedback form and
give it back to an attendant. These tactics are required to get feedback, as people are generally reluctant
to give any feedback in writing.

You can ask following questions in your feedback form:

Q1) Did you enjoy the event? If no, then please state the reason?
Q2) what do you like most in the event?
Q3) what do you like least in the event?
Q4) what are the problems you faced during the event?
Q5) what could have been done to make this event better?
Q6) How do you rate the various services provided by us (please check one of the option):

Hospitality: Excellent, good, average, poor

Catering: Excellent, good, average, poor
Transportation: Excellent, good, average, poor
Management Staff behavior: Excellent, good, average, poor
Management Staff Services: Excellent, good, average, poor

Q7) would you like to participate in our next event?

 Step 3: With the help of the feedback form from your clients and target audience, discuss the problems
which occurred pre-event, at-event and post-event with your team members. Write all those problems
on your notepad along with their possible solutions. Discuss how these problems can be solved or
avoided in the next event.

Step 4: Evaluate the performance of the team members and the service providers. Find out how well
they executed their duties and whether or not they should be hired in the next event.

Step 5: Determine the effectiveness of your promotional campaign i.e. how and why you’re promotional
campaign succeeded or failed and up to which extent
your promotional campaign succeeded or failed.

Step 6: Create an event evaluation report. The event evaluation report is the documentation of the
activities carried out during the event evaluation. Whatever you did during the event evaluation will be
a part of this report. It means this report will include the actual filled feedback forms from the clients
and the target audience; problems identified and discussed during meeting; solutions to various
identified problems; performance evaluation report of the team members and the service providers;
promotional campaign analysis report etc.

http://assistmyevent.com/evaluating-event-performance/

https://www.mbaknol.com/marketing-management/event-evaluation/

Why do you need to evaluate the success of an event?

The use of event success metrics helps event planners see the whole picture and track the general
performance of their events. Therefore, a comprehensive event evaluation process has numerous
advantages:

 checking the completion of long-term and short-term event goals;

 tracking the engagement of attendees to understand which activities work best for your target
audience;
 monitoring team success;
 finding ways to increase the event revenue in the future.

How to evaluate the success of your event

In a world where everyone is pressed for time, attending an event should have a good reason behind it.
If you manage to understand the value of attendance through the use of effective event evaluation
methods, you maximize the chances for enriching your client base in the future. Check out the essential
aspects of event organization which you should measure to understand the performance of your
strategy:
  Attendee satisfaction

The most meaningful feedback that you can get comes from the people attending your event. You can
leverage post-event surveys and email communications to find out how the attendees respond to your
event. Try to embed only short and comprehensive questions which capture honest responses and
demonstrate how your event guests really feel about the event. If possible, offer numeric options for
responses to minimize the time spent on filling out the surveys.

 Monetary outcomes

The efficiency of planning your event is also dependent on how the budget that you spent on event
organization relates to the generated revenue. To measure your monetary outcomes, calculate
anticipated cost vs. anticipated revenue at the stage of event planning, as well as actual cost vs. actual
revenue after the event. This way you get the necessary data for the analysis of your budgeting strategy.
Still, keep in mind that monetary revenue isn’t always the principal indicator of event success. For
instance, if your primary focus is maximizing sign ups, some budget uncertainties can be allowed if they
helps attain the key goal.

 Registration numbers

The level of actual attendance is a fundamental aspect of event efficiency:

1. The comparison of the number of registrations with the actual check-in rates helps identify the
performance of your marketing strategy.
2. The estimation of the preferred payment methods shows the key payment channels you should use for
ticketing.
3. The analysis of check-in choices demonstrates the optimal registration setups for your events.

 Media and press hits

Public recognition and media coverage define the success and importance of an event. From small
events to epic meetings, the organizing parts usually require attention from media and business press to
make the highest impact. Event coverage is also a great metric for measuring event recognition. Monitor
media feedback to your meeting by checking the local press, as well as the press platforms leveraged by
your sponsors and partners to find out what the public notice is. To automate the process, you can
employ a monitoring service like Google Alerts or Mention.

 Social media mentions

When social media is talking, it means your target audience is kept tuned in. Set up pre-event online
contests and make riveting announcements to build anticipation before the event. After the event,
stretch the dialogue on social media by posting video interviews, recounting the funniest moments, and
providing statistics. By tracking the contents that other users spread about your event, you get first-
hand views that can help you sharpen your strategy.

https://www.mbaknol.com/marketing-management/event-evaluation/

https://www.gevme.com/blog/how-to-evaluate-an-event/

EMERGING TRENDS IN EVENT MANAGEMENT

https://www.slideshare.net/CreationAmit/emerging-trends-challenges-in-event-industry

https://medium.com/eventogy/event-industry-trends-in-2018-6d127d3e0d24

CAREER IN EVENT MANAGEMENT

(REFER PDF)

https://www.socialtables.com/blog/event-planning/event-planning-careers/

https://www.jagranjosh.com/careers/event-management-1286445822-1

http://www.apm.edu.au/careers/event-management