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Event evaluation is necessary to make you and your team more efficient and effective, the next time you organize an event. It is all about finding your mistakes and learning from them. Event evaluation should be done immediately after the event is over or the next day. Conduct a meeting with your team members to evaluate your event. Following steps are involved in evaluating an event:
Step 1: Determine the extent to which event and advertising objectives have been achieved. If you are not able to achieve your event and advertising objectives through your event, then no matter how much people enjoyed the event or how much popularity your event got, it is a complete failure on a commercial level.
Step 2: Get feedback from your clients and target audience. One good way of getting feedback is through feedback form. To make sure that your clients give you feedback, make feedback form part of your Exit pass form. The exit pass form is required to get exit pass for security clearance, to remove exhibits from the facility. To get feedback from target audience/ guests, make feedback form part of your gift voucher. A guest can redeem the gift voucher only when he/she fills the feedback form and give it back to an attendant. These tactics are required to get feedback, as people are generally reluctant to give any feedback in writing. You can ask following questions in your feedback form:
Q1) Did you enjoy the event? If no, then please state the reason?
Q2) what do you like most in the event?
Q3) what do you like least in the event?
Q4) what are the problems you faced during the event?
Q5) what could have been done to make this event better?
Q6) How do you rate the various services provided by us (please check one of the option):
Hospitality: Excellent, good, average, poor
Catering: Excellent, good, average, poor
Transportation: Excellent, good, average, poor
Management Staff behavior: Excellent, good, average, poor
Management Staff Services: Excellent, good, average, poor
Q7) would you like to participate in our next event?
Note: Your questionnaire should not have more than 10 questions. You don't want to irritate your guests. Ask only relevant questions and keep the questionnaire short to 5-6 questions. Off course the type of questions you will ask may change from event to event. And don't forget to mention the following line in you feedback form: "Thank you for taking the time to complete this feedback form" .
Step 3: With the help of the feedback form from your clients and target audience, discuss the problems which occurred pre-event, at-event and post-event with your team members. Write all those problems on your notepad along with there possible solutions. Discuss how these problems can be solved or avoided in the next event.
Step 4: Evaluate the performance of the team members and the service providers. Find out how well they executed there duties and whether or not they should be hired in the next event.
Step 5: Determine the effectiveness of your promotional campaign i.e. how and why you’re promotional campaign succeeded or failed and up to which extent your promotional campaign succeeded or failed.
Step 6: Create an event evaluation report. The event evaluation report is the documentation of the activities carried out during the event evaluation. Whatever you did during the event evaluation will be a part of this report. It means this report will include the actual filled feedback forms from the clients and the target audience; problems identified and discussed during meeting; solutions to various identified problems; performance evaluation report of the team members and the service providers; promotional campaign analysis report etc.
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