Organizing an event is an opportunity to increase brand awareness and attract new customers. One of the most important factors of any event is measuring its success. These considerations will help you when planning your next trade show or company event.
When setting goals, ensure they are realistic, achievable and measurable. Consider how you will record and collect goal measurements such as:
Quantitative measurements are all about numbers. Before and after the event, track and review numbers, such as the number of opened email invites, the number of inquiries you received by phone, and the amount of social media comments. Whatever can be counted and totaled will be the measure of your quantitative goals. These measurements will help you benchmark your prior and post event goals.
Qualitative measurements are taken by gathering feedback and communicating with customers or event attendees. It can be taken formally, through comment cards and surveys, or informally, through conversations or monitoring social media comments. It’s about identifying whether your guests thought the event produced value, whether it increased brand awareness, and to check for problems that might arise.
Ensure your materials and content are targeted toward the event attendees. Don’t assume the same content will work for every event. For example, if your event is being held in another country or is mainly targeted towards guests who don’t have English as their first language, then translation is important. Information available in their native language will make potential clients feel comfortable and engaged with your brand.
Measuring your ROI will help you to decide whether to repeat the event in the future. In simple terms, ROI can be measured by dividing the amount of money spent on the event by the revenue generated or anticipated. Over the weeks following the event, track your sales. Are purchasing customers existing or new? Has brand awareness increased? Are there new markets to explore based on the event feedback?
Success is not an accident. These considerations will help you plan and measure a profitable event.
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