Whether you’re looking to make incremental improvements in your events program or trying to minimize the depth of cuts to your program budget – and who today isn’t faced with one or both of those situations? – a carefully constructed measurement and evaluation plan is one of marketing’s greatest management assets.
Where to start?
1. Pick an important trade show or a high profile meeting.
2. Determine the key indicators of event success.
3. Set up a data collection plan.
4. Communicate the results with all key stakeholders and executive management.
Follow-up questionnaires, especially web-based surveys, are relatively easy and inexpensive methods for collecting data. Submit the questions you’re asking to multiple reviews to be sure that they’ll produce credible, reliable results. Publish your findings in an easy-to-read, one page, executive-style report.
Finally, accompany your report with a list of recommendations based on the data collected. Suggest strategies to more closely align event objectives with business needs. Propose course corrections. Develop a plan for continuous process improvement. Data’s greatest value lies in its potential to guide sound business decisions.
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