As a marketing event manager, your main goal is to ensure the success of the marketing event that you’ve planned for months before its launch. If it’s a street team, for example, success can mean courting new loyal customers, generating leads or another outcome that your team has determined is worth investing in the event. It can also mean making company executives happy and showing them that your marketing plan is hitting its mark.
But, in this scenario, how can you confidently know that your street team event was a success? You can’t say that you’ve had good results just because your brand ambassadors attracted hundreds of passersby if only one person was interested in your offer.
It’s important gather and analyze data from every marketing event. Data can help to highlight your event’s effectiveness and provide insight as to how to improve performance in the future.
Once you have the data assimilated, you need to apply the results to your overall campaign by conducting a post event evaluation. This final step is one of the most detailed, and critical, parts of event management. Follow this step-by-step to ensure your evaluation is comprehensive, measured and, most importantly, insightful. This guide will speed up your process while ensuring you dot every “i” along the way.
The Importance of Conducting a Post Event Evaluation
Conducting a post event evaluation is a must after every event. Here are the reasons why a post event evaluation is important:
- To know if the event achieved its aforedetermined measureable goals
- To ensure the event met the expectations of all attendees
- To collect data that will help you improve strategy, logistics, and scheduling for sales and marketing activities, including other events
- To know if brand awareness and image increased among your audience
Setting Goals First
You can’t measure and evaluate your event’s performance without establishing your goals. Defining your goals lets you easily measure your success by comparing them to actual event results.
Every Goal Should Have These 3 Qualities
1. Make your goals specific
State what you want to accomplish, but make sure you define it well. Instead of saying, “to increase brand awareness,” make it specific. For example, a pen manufacturer may say, “to make 25% of typographers aware of our new series of metallic calligraphy pens.”
2. Be specific when setting time frames
Don’t say, “We will follow up with customers after the event”. Instead, say, “We will contact interested distributors and customers five days after the event via phone.”
3. Make your goals measurable
Evaluating specific results requires calculations and comparisons, so make goals measurable.
Here’s a list of some event goals that you might also want to achieve. Consider these, or similar examples, to help to shape your next event:
- Generate actionable leads
- Press coverage/buzz
- Create brand awareness
- Improve brand’s image
- Give out product samples
- Sell products
- Make your brand’s name recognized
- Add to a contact list of potential buyers
- Give a product demonstration
3 Best Ways to Evaluate Results
There are different ways to measure your event’s success. They should all be listed in your post event evaluation report.
1. Observation and Feedback
During the event, track its performance. Provide digital feedback forms to everyone involved in your event, from your brand ambassadors to the management team. Give your event attendees an easy way to provide feedback (and encourage them to include their contact information) both during and after the event. This can be a digital or physical feedback form, or you can utilize a contest or drawing as a way to collect their information. From there, send them post-event communication that includes a few feedback questions and maybe an offer.
Here are some of the questions you might include in your feedback forms:
- How was the location? Do you feel it helped the event accomplish its goals? Why or why not?
- Was the event footprint a good size for the number of people in attendance?
- What worked well during the event?
- What didn’t work well during the event?
- What should be done differently next time?
- Were the giveaways valuable? Why or why not?
- Were the marketing tools used for this event effective?
- Are you satisfied with the event’s overall performance?
2. Calculating Return on Investment (ROI)
How do you calculate your event’s ROI? Include the following major components in your evaluation:
Leads Converted to Sales
Street events can attract leads that later turn into customers. How many leads did this event generate? What is the average revenue your company will see with each lead generated? Compare the lead value to the event cost to determine ROI.
Buying and Selling Process
Don’t stop at brand awareness. Consider giving event attendees a way to purchase your product or service during the event, or provide them with a limited time offer to encourage them to buy shortly after the event. Use offer codes or event sales data to track every transaction and calculate into the event’s ROI.
A great way to attract more potential customers is to conduct a live product demonstration. Track which sales are related to product demonstrations to both calculate into the ROI as well as determine their effectiveness for your company.
Spend on sample products should be factored into the ROI calculation, however track sample effectiveness through consumer feedback if possible.
Now that you have calculated your expenses and revenue after the show, do you think your event made a profit? Answering this question based on your ROI will greatly affect your decision if your overall performance was a success.
3. Return on Objectives (ROO)
Return on Objectives is used for measuring certain marketing and sales objectives such as the following:
One factor that will continue to attract potential customers during and after an event is your company’s brand image. There are many things that can greatly affect your image. The most important people that will first make an impression in front of potential customers are your brand ambassadors.
Brand ambassadors’ effectiveness and performance can be measured in post-event attendee feedback. It can also be measured by having a mystery shopper visit and provide staff evaluations.
2. Media Coverage
Get the media involved in your event if possible. This can provide an opportunity for your event to reach more potential customers. Measure your event’s media coverage by the number of interviews and appointments scheduled and held as compared to the media outlets’ distribution data and consumer reach.
10 Sections You Should Include In Your Post Event Evaluation Report
Now that your event has activated and data has been collected, it’s time to generate a post event evaluation report.
Here are 10 sections you should include. Depending on your objectives and stakeholder requirements, you might have additional sections as well.
Your executives want answers right away. Was the event successful or not? So a summary of all the results from brand impressions to staff performance should be indicated. Recommendations for future events must be included too.
2. Goals and Objectives
This is where you should list the specific and measurable goals you first made before the event.
3. Return of Investment Report
In this report, include all data collected from the 5 main components mentioned earlier. Add leads, meetings, purchases, demonstrations, and samples.
4. Return of Objectives Report
In this report, include the number of press events, media coverage and mentions. Also add the costs calculated for advertising to build your product and company’s image.
5. Event Effectiveness
In this section, you can evaluate the event itself and include feedback details regarding location, product displays, traffic flow, etc. Don’t forget to include high-quality event photos.
6. Promotions and Activities
Review the product demonstrations and presentations during the event. Report the total number of participants as well as information surrounding giveaways (which were most popular, attendee feedback, number of offers redeemed, etc.)
7. Brand Ambassadors’ Performance
Indicate the number and type of brand ambassadors who worked your event. Report and analyze how they were hired, their training method and how effective it was, and their overall performance.
8. Competitive Analysis
Compare your event’s activities to a competitor’s. Also, add a comprehensive analysis of their products and events based on feedback.
Compare your estimated budget to the final investment. Include charges that affected the budget and indicate if budget was met or you went over the planned cost.
End the post event evaluation report by stating out how you see the latest event compared to the past same events. Was it better or worse? Moreover, don’t hesitate to mention any problems you had. Include your recommendations to improve your events in the future.
And with that, your post-event evaluation mission is complete. Creating this detailed report will help to ensure both the management of your next event is always improving, as well as the return on your marketing event investment.
Now you have a guide for your post event evaluation, but what about staffing your event? How do you find the best brand ambassadors to represent your brand to the public? Download The Ultimate Experiential Marketing Staffing Guide and Checklist, absolutely free. Click below!