How to measure the success of an event?

very powerful lever, events must be integrated into the company's communication strategy. Very often acclaimed, it is also sometimes criticized by some. His crime: the lack of tools for measuring its effectiveness. It is not so ! Today, events can prove its efficiency. Let's discover together the different indicators available for your next events ...

Why measure the effectiveness of your event?

Knowing the result of an event is essential at 3 levels:

How to measure your event?

Each event is specific. It responds to a particular problem. Thus depending on the format of your event, the ratios and KPIs selected will vary.

Remember that all events can be measured-even the small internal event tinkered by your employee. Just determine suitable performance indices.

measure the performance of an event implies being ready to hear results, good or bad-therefore not necessarily up to your expectations. The idea of ​​these measures is not to distribute good or bad points, but to verify that they have a strategic interest and respond to a real problem.

the measurement of an event n 'is not a punctual, firm and final exercise once the event has passed. It is thus important to:

Finally, before getting to the heart of the matter, last recall:

It is essential to analyze the profitability of each stage of the process - of design - and organization of the event (invitation, animation, communication, etc.).

and finally, do not forget to define a hashtag easily understandable and memorable for your event. This # will allow you to measure its social commitment among others.

#Monevenement

Objectives of your event

to obtain efficient results on the efficiency of An event, it is essential to:

Thus, the first step to measure the profitability of your event is to define objectives.

This work will have double efficiency:

Overall, we distinguish quantitative and qualitative objectives.

These objectives mainly revolve around the acquisition, loyalty and commitment of target audiences (internal or external).

Some examples of objectives related to your next event

The objectives vary according to the format and the type of event. They will thus be always specific. And it is always interesting to have a main objective and secondary objectives.

and the more your objectives will follow the method of SMART objectives (specific, measurable, achievable, realistic and temporally defined), the more your results will be Efficient.

Another advice: avoid the too "blurred, even conceptual objectives of the style" re -enchanting the teams "," bringing an experience ".

These objectives are certainly" flattering " And "benevolent", but certainly not sufficiently concrete.

How to calculate the king of your event?

Calculate the return on investment makes it possible to estimate the financial valuation of the event.

measure your performance is used to assess its effectiveness and thus to justify its investments with management.

define the king of an event: 2 visions

We can have a classic vision of the king. This conception is limited to measuring the return on investment by the equation:

classic king = event/turnover cost generated.

This classic vision seems limited. We prefer a global vision.

This conception will take into account the overall value of the event:

In this vision, the king's calculation becomes:

< P> Global king = (Investment profits-Investment costs)/Investment costs.

 How to measure the success of an event?

and the king must be calculated on each phase of the event to identify for example:

What is the cost of an event?

before To define kpis, it will be important to calculate the costs of your event, but the total cost of execution comprising:

  • The unforeseen costs.
  • how to measure the kpis of a Event?

    Digital has greatly favored data collection to measure events success.

    we have many event tracking tools such as:

    What are the event kpis?

    The event is a strong acquisition channel. It is the only communication channel allowing companies to find themselves face to face with their target audiences.

    they can thus:

    Despite these benefits, we can arise The following questions:

    To help you answer these questions and many others - and help you with the relevance of your events, we offer performance indicators distributed by data types.

    Thus, we have defined 5 categories of indicators:

    1 - Presence measurement on the event

    KPIS registered with your event

    Registration indicators are basics of event measurement. They testify to the attractiveness of your event - and/or the quality of your recruitment communication!

    A number of poor registrants can also come from an event website or a form D 'Little ergonomic or little intuitive inscription.

    This kpi is very often linked to the theme of the event, the quality and the expertise of the stakeholders, the contents that will be offered ...

    In the event of a paid event, here are the KPIs to follow:

    kpis event site

    Thus, it is essential to inform your target audience to design a mini-site dedicated to Your event.

    is also an exceptional measurement tool:

    As for any website, you can follow the performance of the dedicated site with the following KPIs:

    Total number of visitors, visitors / acquisition channel, number of visits, time spent by visit and according to the pages, number of conversion (registration after visit to the site) ...

    other kpi relevant Regarding your S Ite dedicated to assess its potential to capture attention:

    The number of registrants at the event is a general KPI. To estimate the most effective recruitment channels, segment this indicator by communication channel:

    also collect information on your emailing campaigns:

    a very interesting KPI is the number guests re -registering from one edition to another. This is proof of undeniable satisfaction.

    These recurrent registrants are an opportunity for you, because they are real ambassadors of your event, your brand, your business.

    < P> But this KPI must be compared to recruitment communication which can be insufficient on new prospects.

    The new registrants thus confirm the attractiveness of the event, but also testify to the good renewal of the format and content.

    kpis participating in your physical, virtual or hybrid event

    For a relevant result, do not limit yourself to flattering, reassuring and good morale kpis that at the ego.

    the kpi number of registrants is interesting. But more speaking is the number of participants and the report registered / present.

    This participation rate vs registration rate is to be compared with the figures in the sector, your previous results and to estimate according to the typology of guests. Indeed, certain professions are customary because of the fact and require a booster to encourage them to move.

    a downward participation rate can also reveal insufficient content, negative customer experience, insufficient recovery communication …

    Indeed, the relationship with the registrants is essential and must not be limited to the sending of a few emails. It must follow a very precise diagram with thank you email, email of registration confirmation, email encouraging to participate by recalling the strong moments, the prestigious guests, media influencers ... without forgetting the recall emails before your event.

    2 - Participation and event commitment measure

    Measure the participation and commitment of your guests is an essential KPI.

    for info according to an EventMB study, for 39% of the professionals of the event, "the commitment of the participants" is the most crucial element of a live event (EventMB, 2019).

    In fact, this indicator allows us to really Understand the added value of the event for your target audience. He also provides information on the profiles of guests and their behavior.

    The quality of the information tracked here depends on the tools put in place (platform, app ...) and of course the type of event concerned.

    Finally, the data will be richer for participation in a vs vs a physical event. Just like on a virtual show, the data collected is richer than for a business evening!

    kpi events to follow

    These levels of participation in interactions constitute an invaluable indicator. They provide information on the participants' commitment and therefore on the interest of the event and its content.

    Some event platforms make it possible to note the proposed sessions. These evaluations are very relevant. They indicate the quality of a speaker, the interest of a subject, the power of content ... It is a very precious help to compose the program for your next event.

    the site or site The event platform here still finds their usefulness to measure the success of your event with the following KPIs:

    These KPIs also inform about the type of content that interests your audience the most.

    A community level of activity on an event is an indicator on the quality of your guests and their mutual interest.

    Networking is one of the major interests of a BtoB event. KPI that you can follow:

    This activity of the community, proof of its involvement, means that the event meets their problem and their expectations.

    3 - measurement of Business acquisition

    An event is a unique opportunity to create contact between participants and a company. Specific tools must be provided upstream to identify and harvest relevant data.

    Your teams must also be made aware of the importance of this data and encourage contacts to inform them as much as possible. >

    The registration and recording processes on the arrival of your guests must be thought UX to collect the maximum of information without creating frustration or nervousness, or even worse ...

    < p> During their journey on your event, it is possible to provide new information according to their behavior: participation in a demonstration or animation, product test, request for documentation ...

    The indicators of indicators Business will thus depend on the sales cycle, the sector concerned, the type of product and the format of the event. The kpis will be followed in the short term, but also in more or less long term.

    kpis Business event to follow

  • Kpis Acquisition Customers
  • Kpis Acquisition Prospecting
  • kpis renew
  • kpis post event
  • 4 - Média resonance measurement

    The success of an event also goes through its coverage media in the broad sense (digital and RP).

    An effective event is also:

    a positive opinion on a brand is very important. Indeed, it is also the one who will generate more or less short term purchase.

    as for previous measures, it is essential to define both qualitative and quantitative KPIS.

    Indeed for a relevant analysis, it is imperative to go beyond the simple count of fans or likes on a publication.

    Here again, it is necessary to Providing tools for measuring and listening to social media.

    kpi media event to follow

    This event buzz is measured thanks to social listening. It measures the impact of the event in guests as much as in non-participants. The measurement of engagement is indeed essential. It allows you to know in particular the content which caused debates, exchanges, satisfaction, even dissatisfaction.

    content and event

    faced with the profusion of events and in particular virtual events, The content becomes the cornerstone of any event. It is the content that will be able to position and differentiate your event- and your business or your brand.

    a relevant and enriching content strategy contributes to the success and attendance of your event- with a capital advantage- Undeniable brand!

    Make your event Instagrammable is to give unique opportunities to take remarkable photos. On your event, everything must be staged to encourage participants to share the experience of your event.

    5-Measurement of satisfaction of your event

    Whatever the objective of your event, it will only be successful if the participants are satisfied!

    For information, 91% of event professionals measure the success of their events thanks to the satisfaction of the participants. For 59% of them, the satisfaction survey is the acclaimed tool to measure this (Eventmbe study, 2019).

    kpis satisfaction measure:

    Measure the benefits of an event

    Event indicators

    at Prest'AgeNcy, these different indicators This allows us to measure the benefits of the events we organize.

    These different impacts on the company or the brand are real aid. They also allow us to permanently improve.

    while knowing that to succeed in an event, it is essential to:

    thus more than return on investment, we can mention a Roe: Back on emotion!

    And you, which kpis do you use to measure the success of your events and the satisfaction of your face-to-face or distant guests?