Fundamentals of Event

Management

Module - 4

Event Evaluation
Importance and process of Event Evaluation

•  Event evaluation is an activity that seeks

to understand and measure the extent to
which an event has succeeded in
achieving its purpose. The purpose of an
event will differ with respect to the
category and variation of event.
Importance and process of Event Evaluation

• Event Evaluation is concerned with

assessment, which usually involves
measuring a set of key variables, as well
as monitoring those variables to
determine positive and negative outcomes.
It is a subjective determination that can
utilize objective quantitative measures
(Getz, 1997)
Importance and process of Event Evaluation

• To carry out an event evaluation and

measurement exercise it is essential that
the predefined objectives of the events
have been properly understood.
The Basic Event Evaluation Process

The basic event evaluation process involves

three steps:
• Establishing tangible objectives and
incorporating sensitivity in evaluation
• Measuring the performance before, during
and after the event
• Correcting deviations from plans
 The Importance of Conducting a Post Event
Evaluation

Conducting a post event evaluation is a must after

every event.
Here are the reasons why a post event evaluation is
important:
• To know if the event achieved its measureable goals
• To ensure the event met the expectations of all
attendees
• To collect data that will help you improve strategy,
logistics, and scheduling for sales and marketing
activities, including other events
• To know if brand awareness and image increased
among your audience
 3 Best Ways to Evaluate Results

• 1. Observation and Feedback

• 2. Calculating Return on Investment (ROI)
• 3. Return on Objectives (ROO)
10 Sections You Should Include In Your Post
Event Evaluation Report

• 1. Summary
• 2. Goals and Objectives
• 3. Return of Investment Report
• 4. Return of Objectives Report
• 5. Event Effectiveness
• 6. Promotions and Activities
• 7. Brand Ambassadors’ Performance
10 Sections You Should Include In Your Post
Event Evaluation Report

• 8. Competitive Analysis
• 9. Budget
• 10. Conclusion
Steps in Event Evaluation Process
Evaluation Measurement from the point of view of
Clients, Target Audience and Organizers

• From Client’s Point of View:-

– Whether value for money received or not (for
sponsors)
– Whether reach to the end customers
increased or not
– Whether social image enhanced or not
– Whether financially helpful for business or not
 Evaluation Measurement from the point of
view of Clients, Target Audience and
Organizers
• From Target Audience Point of View:-
– Whether expectations have been met or not
– Whether learned something new and
innovative or not
– Whether helped in networking or not
– Whether served for career prospective or not
– Whether overall experience is good or not
 Evaluation Measurement from the point of
view of Clients, Target Audience and
Organizers
• From Organizer's Point of View:-
– Whether predefined objectives achieved or not
– Whether return on investment (ROI) satisfactory
or not
– Whether brand awareness, brand value and
goodwill increased or not
– Whether return on objectives (ROO) is achieved or
not
– What is the economic or financial impact of the
event on firm
– What is overall media impact of the event