Evaluating event success

Evaluating event success

Understanding the Importance of Evaluation

• Realise that evaluating event success is a crucial part of the event planning cycle.
• Understand that the purpose of evaluation is to measure the achievement of objectives.
• Appreciate that through evaluation, future events can be made more effective and efficient.

Measuring Objectives Accomplishment

• Evaluate whether the event’s purpose and objectives were achieved.
• Compare the actual results against the set objectives.
• Make sure the objectives were in line with the SMART approach.

Collecting Feedback

• Implement a feedback process to engage with attendees after the event.
• Consider different methods of collecting feedback such as questionnaires, polls, interviews, or online reviews.
• Ensure feedback questions are clear and pertinent to the event’s objectives.

Analysing Financial Success

• Evaluate the profitability of the event - compare the actual costs with the budget.
• Analyse any financial discrepancies and identify reasons for cost overruns or savings.
• Evaluate whether the event was a good return on investment.

Assessing Attendee’s Satisfaction

• Gauge the attendee’s satisfaction levels, their experience should align with the event’s aims.
• Use feedback and observations to assess if attendees were engaged and entertained during the event.
• Identify any areas that particularly delighted or disappointed attendees.

Reviewing Marketing and PR Effectiveness

• Review if the marketing strategy was successful in attracting the right audience.
• Evaluate the effectiveness of all communication channels used.
• Assess the coverage the event received in press and media.

Applying Learnings

• Identify key learnings from the event - what worked well and what needs improvement.
• Use evaluations to make decisions for future events.
• Document learnings to provide a foundation for constant improvement in event planning and execution.