How To Evaluate An Event
As an event manager, your duty is focused on delivering the best event possible for your client. There is so much to do in so little time. So many moving parts that have to be coordinated in tandem. And so much to keep track of in hopes of not making the same mistakes again the next time. Tougher than most businesses, how does one determine whether or not an event was a success?
As a matter of fact, there are actually two parts to evaluating an event. It starts before the planning of your event, the goal. These goals can be both quantitative as well as qualitative. Establishing your goals before the event allows you to easily measure its success by simply comparing it to the actual event outcome.
3 components of a goal
State EXACTLY what you want to achieve out of this event. Define the boundaries of your goals. Don’t be shy or hold back on what you actually want. At the same time, make sure that it is realistic.
Instead of having something like “to attract more potential customers”, go for something like “an increase of 25% of conversion rate within 6 months”. It will give a lot more definition to your goal.
Specific goal
In what ways do you want to attract more customers? Do you want to have more views on your website? Do you want more buyers for your product? Do you want more loyal followers on your social media?
Not having specific goals always causes the actions to stray away from the goal. Be sure of what you want to achieve and tailor your strategy to achieve that one thing and don’t try to hit multiple targets with one strategy.
Specific time frames
Is 6 months enough time for you to hit that goal or do you need a miracle for that to happen? Of course, you’ll need some prior experience to determine how long it takes to achieve that specific goal. Nonetheless, having a set time frame allows you to set more timely goals.
Measurable goal
“To attract more potential customers” is NOT a measurable goal. The reason for this is you cannot define the success of this goal. Is having one more client who believes in your product labels your event as successful? What is the difference between having one more client who believes in your product versus 20 more clients?
On the other hand, a number such as a 25% increase of something can clearly tell you whether or not you have achieved that target. Anything less is a goal unmet, anything more is an overachievement. Not just that, using a specific number like this can consistently push your team forward just a little bit at a time.
Breaking it down into objectives
Think of the goals that you set for an event as the end destination. Now let’s break that down into tinier chunks that can be turned into objectives. These objectives make it easier for management to collect information after the event. It also shines a light on “what is best” and “what is worst” in your event, allowing you to boost satisfaction and reduce dissatisfaction.
Each and every event is different, so you will have to design your own evaluation process. But here are some of the important things that need to be measured:
Attendee satisfaction
The most meaningful feedback comes from the people who attended your event. After all, they are the highlight of the event as it is constructed solely for them.
Use short and comprehensive questions on the most common platforms. Heck, make it as fun as possible if you can. You never want your attendees thinking that it is a chore to give their feedback or they will bail in the middle of filling out the form.
Monetary outcomes
Money does play a huge role too! If we are losing money on our events, we’re most likely better off doing other things that will cause us less stress. Talking about money in an event relates to the efficiency of your planning.
To measure this figure, compute the anticipated cost vs the anticipated revenue and compare it with the actual cost vs the actual revenue after the event. This not only helps you budget even better the next time, but it also tells you whether or not your event is worth it.
Social media mentions
Most people on social media like to post the things that they find cool as opposed to vice versa. So when your social media notifications can’t stop ringing, that’s an indicator that your target audience is tuned in.
Compare the numbers before and after the event. The followers, the engagement, and the shares. This is a great place to be as some of your attendees might have a huge amount of followers and reaching them is ultimately positive for your brand awareness.
Go get that feedback from your attendees and ask them what they genuinely think about the event. Don’t take too long to ask them and don’t annoy them. Make it as simple and easy as possible.
Evaluate the results based on whether or not it has helped you reach your desired goal. Compare the actual outcome with the goals that you’ve set. Then use this information to better your event next time.
Perfecting an event is like juggling 10 balls at once, it is not an easy task at all. But with that being said, there is no shame in making mistakes, just learn from them and you only get better over time. If after all of this information you would still like more, check out the beginner’s guide to event planning.
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What is Content Marketing?
Since the introduction of the internet, paid advertising has been a reliable strategy for businesses to gain exposure. It has helped businesses retain customers through its constant reminder, reduce customer churn, and also cart abandonment for e-commerce businesses.
However, those days are gone now. That strategy has already peaked and is currently on a downtrend due to market saturation. As of today, it is estimated that over 800 million devices have ad blockers on them, which also signifies trouble for brands who fundamentally rely on ads to reach customers. Due to that, it has enabled content marketing to step in as the new method to reach customer, all while providing them value in return.
What is content marketing?
You’re probably thinking about blogs on the official website and social media. In general, yes. But content marketing is much more than that. Content marketing is a weapon for businesses to use in order to build relationships with their audience, capture their attention, and improve engagement.
Paid advertising is all about pushing certain promotions with the hopes of converting the prospects into a customer, whereas content marketing is about providing value and giving something back to the audience so that they decide to come back next time.
There are so many types of content that can be used to fill up the editorial calendar. Ultimately, the goal should be to achieve the trifecta of success for content marketing: Consistency, quality, and quantity. The good news is that you don’t have to tackle every angle of an issue, you just need to find that perfect mix that works for your specific audience.
Does content marketing work for small businesses?
This is an absolutely fair question as most are concerned with the credibility of small businesses and whether or not they are qualified to talk about a certain topic.
We have all seen larger brands that produce an abundance of amazing content. Brands like Apple, Nike, Coca-cola, or BMW. These brands have deep pockets and a wide range of resources to tap into, so does that mean that small businesses have no place in the world of content marketing?
No. In fact, quite the opposite. Most brands actually see a positive ROI after adding content marketing to their arsenal because it doesn’t need a huge amount of initial investment.
Research has shown that more than 70% of customers would rather learn about the company through elaborate explanations and “behind-the-scenes” as opposed to getting the brand shoved in their faces through advertisements.
A content manager needs to be able to connect with the audience, manage resources, and target specific markets through funnelling techniques. With that said, there is no need to be intimidated by this section of your company. As a matter of fact, more than 73% of all brands choose to outsource for their content strategy rather than adding to their plates.
Conclusion:
In 2020, arguably every single business from any industry can benefit from content marketing. It would help a business beget more website traffic over the long-term and build trust and loyalty with its customers.
Not only that, it doesn’t really cost that much to produce good content for your audience. You just need to have researching abilities and a genuine desire to provide value for your audience. It will generate leads and traffic as momentum starts to pick up. Above that, it really is something your audience is actively looking for.
Content marketing is the next big thing for B2B business growth, so get started as soon as possible! After all, technology advancements and the increase of social media users are only pushing the world towards a value-centred market.
Contact Us
GET YOURSELF A TEAM OF PROFESSIONALS
Our capable project managers serve as your point of direct contact through every stage of event planning and execution while you focus on other things. We have trained personnel who will oversee the entire logistical management through with you.
CALL US NOW
+6011 1852 1386
Or fill out the Contact form and we will get back to you shortly and setup a casual meeting at your convenience to discuss your upcoming project.