It is always a good idea to review your previous event experience, in order to make a better one. The question is that how can you measure your event successfulness in a systematic and organised way? And most importantly, what kinds of indicators are the best to measure the data chaos?
If you are preparing your very first event, setting Key Performance Indicator (KPI) will be a good start for your event organising path. If you are an experienced event holder, why not apply a more reliable method to determine the effectiveness of your events?
So, rather than number of guests, what else?
Event organisers may rely on the attendance rate to measure the popularity of the events. It might be a single number but if you could find its siblings, you can tell the whole story… To gain a clearer direction in arranging the next event, it needs more detailed information. Let’s have a simple example, there may be 500 guests participating your event, which largely exceeds the expected capacity. What we can know from this is that your event is attractive and you might have to find some ways to accommodate the exceeding guests. However, if you want a complete picture, there are 5 important metrics you should note to optimize your event planning.
1. Recycle the number of registrations from your bin
Did you take “the number of registrations” into your consideration after the events? Many of us focus on attendance rather than its “predecessor”, number of registrations. Actually, event organisers always have to prepare for the worst case: the one who registered your event may change their mind unexpectedly. Therefore, we need to calculate the difference between the total number of registrations and that of check-in. After calculating this difference, we can sort out a segment of absentees, and this group of people will help us to find out the reason of failure. Remember not to ignore this target group because they may be able to guide you the right way!!
2. Open rate = survival rate of an email campaign
Is subject line more important than the body?
One of the popular approaches to promote your event is using email marketing. Various data can be collected throughout the marketing process. Of course, you need to check whether your email service provider or digital event solution has this email tracking service.
The first stage is all about the content creation. It means that you need to have attractive contents to engage your target audience (the same as target attendance). It is the basic part of your email, so please make sure that you have a well- prepared content, i.e. Title, body, visual elements.
For the next step, you need to have an eye-catching subject line to attract the email receivers to open your email. At this stage, email marketing gives you a very useful data – open rate, to see whether your email subject lures your target audience to open the email. Just write the most touching titles to blow your audience’s mind. Otherwise, it will become another unread email that buries in mail box forever.
3. Hunt your target, then count the prey with click rate
Beyond your alluring content, there is one thing you shouldn’t miss, which is “call-to-action”. For example, you can place a button in the email linking to the registration page or a specific web page. Then you can find how many people decide to join your event from counting click rate. Making people clicking your button is the final goal of the entire email marketing.
4. Make it simple, why not ask your audience directly?
I believe that not every event organiser is equipped with a mind-reading technique. Then we need to figure out an effective method to measure the level of satisfaction. One of the simple yet direct approach is to ask the event participants directly, for example, send them a questionnaire. You can set up several questions to see their feelings about the event, like asking their perceptions towards the theme, duration, food & beverage of the event.
At this point, I would suggest using the digital questionnaire rather than paper-based questionnaire. It will be easier to manage and organise the data. Also, the ultimate advantage of digital survey is that people like tapping with their fingertips rather than holding a pen.
5. Are your attendees day-dreaming?
If you ask any event organisers about this, some of them may find the answer by observing; some of them may chat with the attendees; some may just throw out a wild guess. From these sources, we cannot have accurate data to identify whether the audiences are concentrating on the event. Don’t be disappointed, we can solve this problem with technology thankfully. Please put away your traditional and old-fashion approach.
Nowadays, with the advanced technology, some of these event managing apps support live polling function during the event. When the host is raising the topic on the stage, participants can respond to it by tapping the event app. After that, you can calculate the response rate from the polling results to see whether all of your guests have paid attention to your event.
Get your event solution ready – TAKE ACTION!
After realizing the need of your target customers, you need to ensure that your event solution can support the mentioned features. I suggest that you to find an integrated one-stop solution to perform these tracking functions, in order to better manage the database. Utilize technology to make your life easier.