Planning an event doesn’t end with the event itself. Instead, it is after the event that you are able to assess its effectiveness, and reap the benefits. These metrics should be determined during the planning phase to facilitate convenient analysis post-event. The goals of every event may differ from one another, so consider what the event strives to achieve. Whether it is sales, publicity, or branding, set your Key Performance Indicators (KPI) such that you are able to measure them in figures. Here are 5 examples of general KPI that you can utilize in measuring the success of your event:
Social media engagement
Social media engagement as a KPI / Source
Social media is a great platform for communicating to the public, giving your brand a personality, and raising publicity for the event. Hence, social media engagement is a good indicator of brand awareness and customer sentiments towards the brand. Creating a hash tag for your event is a great way to track mentions and comments. While it may be difficult to assess sentiments due to its qualitative nature, you may derive figures from the increase in followers, number of shares, mentions, likes, and views.
Actual day attendance
A high interest level in your event does not equate to outstanding ticket sales, and the number of actual day attendees will differ greatly, especially for free events. Attendance is a good gauge to evaluate the success of every event, as attendees are vital components.
With real-time analytics and data capture points in GEVME, you are able to monitor the actual turn out rate at your events – live. Compare the number of people you reached out to and the number of people who expressed interest to assess the effectiveness of your pre-event marketing. Differentiating the number of people who registered and the quantity of attendees that showed up during the event can also measure your success in drawing the crowd. In the long term, track the progress of your number of attendees for recurring events in order to establish realistic goals.
A digital survey for gathering attendee feedback / Source
Event success also relies heavily on attendee experience. A positive experience helps elevate your brand personality and awareness, and encourages your attendees to return for future events.
An example of survey questions set-up in GEVME
Measure your attendee’s satisfaction with a survey sent via a cloud solution after the event. Keep the questions short and specific for the convenience of your attendees, and make sure you are able to gather quantitative results from the questions. Yes or no questions or asking attendees to rate their satisfaction for different components of the event will allow you gather comparable figures.
Sales figures are tangible indicators of event success / Source
If the goal of your event is to generate monetary outcomes, sales numbers during your event and in the weeks following the event will be a good indication of your success in promoting your products or services. You can also measure your event success through monitoring your customers and the conversion of sales leads generated from the event. Did majority of the sales come from repeat customers or new consumers who made their purchase after attending your event?
Press and media coverage
The amount of media coverage can indicate the success of your event’s publicity / Source
Press and media coverage are valuable to every business, and positive reports, especially, helps build trust and knowledge about your brand and event. Whether is pre or post event, any coverage will help boost your brand recall in consumers’ minds, and increase sponsorship opportunities for future events. If one of your event goals is to raise brand awareness, the amount of press and media coverage can be a good indication of your event’s success. This includes any outlet from print and online to television and radio.
Measuring your event success after each event grants you the privilege for more accurate estimations for your future events, and allows for better planning in other to improve in your management. In order to facilitate your measurements, it is best to determine the goals of your event and establish your KPI accordingly. Subdividing each component of your event to measurable indicators helps you to achieve more specific measurements for your analysis. What are KPI that you use in measuring your event success? Let us know in the comments below!