What is Event Evaluation?
Event evaluation is the process of assessing the successfulness of an event held by an organisation. The evaluation should also explore the areas for improvement and should measure the event across a range of key metrics important to the organisation and stakeholders.
Types of Events
- New Year, Christmas, Etc
- Art and Gallery exhibitions
- Touring, visiting exhibitions
- Community events such as festivals presented by city councils
- Fashion galas
- Music festivals
- Gaming events
- Product launches
- Festivals run by city councils
- Live Theatre
- Fund Raising Events
Why do it?
- Assess visitor / customer experience and satisfaction
- Target areas for improvement
- Plan for Future funding and future needs
- Assess the successfulness of each aspect of the event. i.e. entertainment, presenters, brands, transport, food & beverage
- Understand the target market. Who attended the event and what are their demographics?
- Benchmark against competitors
- To test price tolerance
- Ergonomic impact
How it is done – the typical process and the technology used
The first step is to define the objectives of the evaluation, what do you want and need to measure? Then a survey is developed to measure these objectives and programmed into a collection tool. For events, tablets are ideal as they can easily be hand held and the screen can be both hidden from and shared with the visitor at different stages of the questionnaire to measure awareness and brand recall. The tablets are a sleek and seamless fit into the atmosphere of the event. Once your event is completed the research consultant will deliver you a custom data file or table set to start evaluating your event.
3 Things to Avoid
- Misleading your visitors, be transparent about how the data we collect will be used and assure the participants of strict privacy guidelines.
- Don’t be defensive constructive criticism from visitors will generate learnings and highlight areas for improvement at your next event
- Putting pressure on visitors to give feedback. While it is ideal for all visitors to be willing to participate in research some will not want to for various reasons. It is important to set realistic research targets and to ensure the experience of visitors is not compromised by their decision not to participate in the research.
4 Things that will make it work well
- Know your target
Who should be included in your study and who should be excluded? Full fee payers, pre booked tour groups? Will there be overseas visitors that need a survey in their native language?
- Be Agile
Events involve many moving parts and they don’t always go to plan be prepared to adapt to changing conditions and adapt how the evaluation needs to change to suitably measure the outcomes of the event.from visitors will generate learnings and highlight areas for improvement at your next event.
- Offer Further Engagement
Event visitors often want to know more about the event and the organisation running it. Offer a take away such as a Brochure, sign up to e news, social media sharing or a future gig guide where visitors can engage with your brand and share their experiences with friends and family.
- Have the right event staff
The evaluation staff you engage should understand your objectives and have the skillset and attitude to engage your visitors to gain key insights into your events.