Being an event planner and organising events is no easy task. It needs a great deal of patience, event assessment, and a host of other qualities to ensure both attendee satisfaction and an exceptional experience for business participants.
Often, new event organisers mistakenly believe that once their last guest leaves, the event is officially over. You need event feedback even if the event is over.
But, the reality is quite different. It’s important to note that the success of an event cannot be solely measured by ticket sales, registration numbers, or the sheer number of attendees.
To truly understand the impact and outcomes of an event, a post-event evaluation is crucial. But what exactly is event evaluation?
In this article, we will explore the concept of event evaluation and the tools to process it.
What is Event Evaluation?
Law Insider showed that event evaluation process refers to the happening of any of the subsequent events relating to any qualifying collateral obligation.
The outcomes of the evaluation conducted after your event can serve various purposes, including generating positive public relations (PR), attracting more attendees, and enhancing customer engagement.
Further, these results can be used to persuade sponsors, companies, or stakeholders to provide support for your future events.
A commonly asked question in event organisation is, “Did the guests or attendees have a positive experience at the event?” If the answer is affirmative, then there is minimal need for further follow-up.
Why is conducting a post-event evaluation important?
Post-event evaluation holds significant value in terms of continual improvement. It guarantees the effectiveness of your strategies while aligning them with the broader objectives of your company.
By conducting a thorough evaluation, you can identify any ineffective tactics and justify the need for a strategic shift if necessary.
One article from the University of Oxford explains that post-event evaluation presents an opportunity to thoroughly examine the event’s objectives, evaluate its achievement in fulfilling those objectives, and emphasise both areas for improvement and successful aspects of the event.
The evaluation of the event should encompass an assessment of the activities preceding the event, the proceedings during the event, and an analysis of the event’s logistical aspects.
Further, you can analyse the performance of suppliers and contractors, an evaluation of the guest list, and post-event activities.
How to Process Post-Event Evaluation?
1. Preparing for Evaluation
Before conducting a post-event evaluation, set goals that align with the objectives of the event. Then you can guide the assessment process.
Further, identifying key metrics that will be used to measure success is crucial. These metrics can include attendance numbers, participant satisfaction rates, social media engagement, or any other relevant data points.
2. Social Media Monitoring
Typically, attendees share numerous event photos, occasionally accompanied by captions, on social media. It is advantageous if you have promoted the use of a specific event hashtag.
However, even without one, you can still visit platforms like LinkedIn, Instagram, Twitter, Facebook, and other relevant channels to gauge the level of attendee engagement.
This approach not only provides tangible feedback but also offers a holistic understanding of attendees’ enthusiasm towards your event.
3. Data Collection
To gather comprehensive feedback, event organisers can employ various methods.
One common approach is the use of surveys and questionnaires distributed to attendees. These surveys can cover aspects such as event metrics, venue, speakers, and satisfaction.
Further, social media monitoring like the point above can provide valuable insights into participants’ online conversations.
4. Analysing the Results
Once the data is collected, you can analyse it effectively. This involves interpreting the feedback received and identifying patterns.
For example, event organisers can gain a deeper understanding of the attendees’ experiences and pinpoint areas that need improvement.
It is crucial to focus not only on positive feedback but also on constructive criticism to drive positive changes.
5. Implementing Changes
You can use the insights gathered from the evaluation process to enhance future events.
For example, an event organiser should consider the feedback we mentioned in the previous point and implement changes accordingly.
This can involve refining event logistics, adjusting programming, or incorporating new features based on attendee preferences.
By actively applying the evaluation findings, event planners can deliver more successful and satisfying experiences.
What Tools to Use for Event-Evaluation?
When it comes to event evaluation, there are various tools available to help you and other organisers analyse data effectively.
Here are some tools commonly used for event evaluation:
1. Surveys and Questionnaires
Online survey platforms like SurveyMonkey or Google Forms allow organizers to create customized surveys to gather feedback from attendees. These tools make it easy to design and distribute surveys, collect responses, and analyze the data.
2. Social Media Tools
Tools like Hootsuite, Brandwatch, or Sprout Social enable event organizers to monitor social media platforms for mentions, hashtags, and sentiments related to their event. This helps to gauge attendee engagement and gather real-time feedback.
3. Website and App Analytics
Using analytics tools like Google Analytics or event-specific apps can provide valuable insights into attendee behaviour, such as website traffic, session duration, and popular features. This data can indicate areas of interest and engagement.
4. Registration and Ticketing Systems
Event registration platforms such as Eventbrite or Cvent often provide built-in reporting features that allow organisers to track attendee numbers, ticket sales, and demographic information. These insights contribute to evaluating event success.
5. CRM Systems
One such tool that can greatly help in event evaluation is the CRM system Membership.ninja. This robust CRM platform offers valuable features and functionalities that can enhance the evaluation process and provide insights.
A comprehensive CRM system like Membership.ninja can be invaluable for event evaluation. It helps manage attendee data, track engagement, and gain a holistic view of the event’s impact.
Wrapping Up
Post-event evaluation is a fundamental aspect of event planning. It allows you to assess the success of their events, gather valuable feedback, and make informed decisions for future improvements.
By setting clear evaluation goals, collecting comprehensive data, and analysing the results, event planners can continuously enhance their events and ensure exceptional experiences for participants.
If you need to boost your event and get valuable insight post-event evaluation, you can try a CRM system platform that helps you to gather all you need. Try Membership.ninja here to feel these experiences for planning the events!