Looking for ways to make your event more successful than the last? How do you know if your event succeeded? Event marketers are often tasked with finding the metrics that matter to their clients to prove the value of an event.
Before the start of an event, goals must be established – attendee satisfaction, registration numbers vs the actual number in attendance, the sales of a new product, amount of donations raised, etc. Knowing the purpose for the event will help you define key performance indicators (KPIs) which will help measure its success to enhance the next event.
“With your goal in mind, you’re positioned to do the consumer research needed to plan and execute events that are in line with your goals. After all, you’re not just putting on a great party, you’re building a brand.” –Forbes, “How To Know What Your Brand Experience I Worth”
5 Ways to Measure Event Success:
Social Media Activity
It’s important monitor social media activity leading up to an event, but also continue to monitor the activity generated during and after. According to EventTrack, nearly 77% of event marketers use social media as a key engagement strategy before an event, that number drops to 61% after the event. Is the level of engagement higher than usual before, during and after an event? Is the feedback positive or negative? Hashtags are a simple but great way to monitor social media mentions. A quantitative way to measure using social media would be to use audience growth, shares, mentions, likes and views.
Popular Social Listening Tools:
- Social Mention
- Google Alerts
Attendance is another great way to measure success of an event. Although event coordinators should be mindful that a high interest level in an event does not guarantee a high turnout, the number of actual day attendees will differ. For recurring events consider tracking progress event-to-event to aide in setting future goals.
Attendee experience is also an important factor; if guests have a positive experience they are generally more likely to attend future events and encourage others to participate. Social media is a great qualitative measurement tool, but simply asking event participants how they felt about your event through a survey is also a great measurement tool. Surveys also can help identify key areas needing improvement. You may have a sold-out event, but if guests felt the event was just so-so, can you really call the event a success?
Not only do surveys provide an avenue to improve your events, but they also help identify participant engagement with your brand. People that take the time to check-in via social media or to provide feedback via survey could become qualified leads.
Popular Survey Tools:
- Survey Monkey
- Google Forms
- Type Form
If the goal of your event is to meet a financial goal, sales numbers during and shortly after the event are good success indicators on the promotion of your product, service or mission. Set conversion goals for leads generated from the event. Were the sales from repeat customers, or were new consumers motivated to make a purchase after attending your event? If the purpose of the event is to generate revenue, it’s also important to measure the cost to produce the event against the amount revenue generated from the event.
Pay attention to publicity generated before and after your event. Positive coverage of your event is beneficial in building trust and awareness about your brand and the event. If one of your goals is to raise brand awareness, media coverage can be a great indicator of the success of your event and can increase attendance and monetary revenue for future events.
Media Monitoring Tools:
- Google Alerts
Measuring your event success after each event allows you to set attainable goals and make more accurate estimations for future events. In turn, this allows for more accurate event planning and improving on how your events are managed, translating to better campaigns and ROIs.