Was your event successful? Find out with these KPI’s
Regardless of what industry you are in, evaluation is key to determine the success of any project. It is no different when it comes to Event Management. Evaluation greatly influences the planning of your next event, what you did best, what could have been avoided, what would you have done better and much more.
Before we go into further details, let’s have a quick look at what KPIs are. KPI stands for Key Performance Indicators. Simply put, a measurement used to evaluate the success of a particular activity. Don’t confuse KPIs with ROI, as ROI is calculated to determine the financial success. Where as KPI takes in to account the qualitative aspect as well.
Now that you have the understanding, let’s head straight to KPIs.
1. Email engagement rate
How you attract audience through the content plays a major role to a successful event. Engagement with your content says a lot about how successful you have been. Whilst pre event content can help you understand the audience better and even customize some aspects to cater your audience, post event engagement gives you an understanding of the elements that captured at your event. Both helps you understand your success rate.
You are able to use tools such as click-through rate, reaction to a call to action or email open rate.
2. Total registrations
Just above we discussed about the click-through rate. You can compare the number of clicks to the actual number of registrations, and if the click-through rate is higher, it could mean that they direct to your registration but do not want to register, in this case, you might want to evaluate the registration process.
TIP — Always have a registration process and MAKE IT SIMPLE.
3. Social media engagement
Whether it is before the event, during the event or after the event, you can measure the engagement, from impressions to comments to mentions and shares.
All these are super easy with the advancements of social media. Always use the Social media Add-on’s such as Ad manager and campaign manager to measure these easily.
4. Total attendees
Pretty straight forward, isn’t it? What you mustn’t forget here is to compare the total number of registrants to the total number of attendees. If it’s more, well done! If not, don’t panic. There is a very high probability of this happening but if the attendance is very low comparatively you might have to see what went wrong.
Always expect a give or take and if an exact number is a must, always invite a few extra, we can tell you from experience that people drop out last minute.
5. Sponsorship satisfaction
Satisfying your sponsor/s is very important, because it will make your life so much easier when looking for sponsorships for the next event. Companies see how you endorse a sponsorship brand throughout the event and before, which attracts the attention of potential sponsors.
We suggest you at last send out a feedback form to the sponsors and ask if they got leads, what worked well, the engagement, or what could have been improved and work on them in future.
6. Event surveys
Feedback from the attendees is very important to determine if they enjoyed the event, if the content was insightful, the activities were engaging, or if the food and drinks were good. You can hand over a feedback form or simply share a link or QR code for a Google or Microsoft form. If you have a company app you can make use of that too or whichever platform you are comfortable with. This would be the vital KPI.
Wrapping up, which KPIs must be measured to determine the success is a completely personalized process, depending on the type of event and your objectives. However, what we discussed above will work as a great guideline for you to better understand what measurements are most relevant to achieve the desired outcome.
Signing off for today, hoping you find this information useful.
