How Do You Measure the Success of an Event?
You spend months planning an event, working to make it the best it can be, and then anxiously review the many details and decisions made as the date approaches. When the time finally comes, people line up at the venue to check in. They participate. They network. Everything appears to go well. But how do you really know? How do you measure the success of an event and show its value?
Tracking and measuring an event’s success is a process that ideally begins in the planning phase before the actual event. However, if you already hosted it, you could still use some of the following tips to gather data helpful in determining whether your event was successful, if goals were met.
Determining How to Measure the Success of an Event
Before you can measure and show an event’s success, you need to consider your goals, why you planned and hosted it, and how you will determine if those goals were achieved. According to Bizzabo, a fast-growing event technology company, event KPIs (key performance indicators) are the best way to track and measure an event’s success.
Defining an Event’s Success: What are Your Goals & KPIs?
People plan and host events for many different reasons. Organizations hold team building events to develop more effective, high performing teams in a unique and fun environment. A client appreciation event may be hosted to improve customer retention, build a stream of referrals, and set your company apart from its competitors. You could plan a launch party to generate interest in your new business brand or product, or an after-party to bring your conference to an exciting and memorable end.
Regardless of what type of event you plan, you are working to achieve specific goals and outcomes. Think about those goals and what KPIs you can set to track and measure the success.
To help you get started, Bizzabo offers 22 Important KPIs for Measuring Event Success. While some of the listed KPIs may not be relevant to your event and organization’s goals, you will find at least a few you can use.
When Should You Begin to Evaluate Your Event’s Success?
That depends on the KPIs you set, but you could begin evaluation after first announcing the event. Simply track engagement. Are speakers/exhibitors/sponsors signing up? Are potential attendees registering or purchasing tickets? Is your event creating a buzz? By tracking and evaluating pre-event success, you can make any needed changes in advance of the event to help ensure its success as well as collect data for post-event evaluation.
Collecting data throughout the process, from the first announcement until after the event ends, enables you to evaluate the event’s success, as well as your own, and show value while gaining actionable insights to help you make smarter decisions when you plan the next one.
Planning an Event in Houston? Let Imagen Venues Help Make it a Success
Imagen Venues, Houston’s premier full-service venues for events and entertainment, creates and executes a wide range of successful, fun private and corporate events. With three spacious onsite venues offering multiple indoor/outdoor event spaces custom configured to meet specific needs, we can help you select the best space for your event and manage many of the details for you. These are only a few of the benefits of choosing Imagen Venues for your event space in Houston.
If you are planning an event in Houston, we can help make it a success. Contact us now to schedule a tour and reserve your date!