You’ll probably want to put your feet up and turn your phone off for a year while you recover, but after a big event you need to do some evaluation. Woohoo.

Based on cold hard data (as well as some chatting), you can get to some gold dust findings. However great your event went, you’ll want the next one to be even better.

So here’s our three-step path from tired event planner to enlightened marketing guru.

1. Estimate

Be really specific pre-event, when deciding what you’re going to measure. Use past events, similar events and anything else you can think of to decide what ultimate success looks like to you. Make them stretch goals – be ambitious.

Then, in the crazy lead up to the big day, you can have these ambitions in mind – they’ll help inform decisions you make and keep you focussed.

Here are some metric suggestions, to get the ball rolling:

  • Invited guests
  • Attendees
  • Budget over/underspend
  • Social media reach
  • Press coverage

2. Calculate

To figure out if your event was a success, you’ll need to crunch some numbers. It’s not sexy. But someone’s got to do it.

We deliver granular reports to our clients after their events, so they can a) jump for joy and b) learn for next time. They’re always interested in different bits of the data: was Twitter or Instagram more popular? Who were the most influential guests? How many people saw content from the event?

Without fail, it helps them hone their future plans.

3. Ask

Numbers won’t ever paint the whole picture. You’ll need to speak to people.

Twitter will probably give you a pretty good idea of how everything went – people aren’t shy about voicing their opinions in 140 characters – but it’s also worth picking up the phone.

That way, you can ask about specific things, like:

  • The speakers: how were they? Who gave them goosebumps? Who was awful?
  • The venue: big enough? Too big? Too far away?
  • The facilities: Instagrammable lunch? dodgy wifi?

You might be surprised by how open to giving feedback your attendees will be, especially if you’re prompt and contact them soon after the event.

It’s in everyone’s best interest for the world to be full of even more exciting, inspiring and memorable events. So make sure yours is one of them.


How do you usually measure the success of your event?


Kiera Sweeney

Copywriter and novice hiker.

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