Home' micenet eMag : micenet February 2018 Contents EVENT CONTENT | PETA MOORE
s an industry there are many
tools and metrics available to us
to measure the success and
impact of our conferences and
events. We can gather and analyse data for
hours, even days if we wanted to! Yet, given
the investment in both time and money a
conference or event takes, I question if it is
wise to wait till it’s all done and dusted before
we determine if it was successful?
Post-event surveys and onsite feedback is
terribly important, however, as author Arthur
Conan Doyle (of Sherlock Holmes fame) once
said, “It is easy to be wise after the event”.
I believe the integration of a key
measurement step during the event planning
phase is essential if we are serious about
designing conference programs that have a
lasting impact on our delegates.
Create a ‘Picture of Success’
As always, being clear on your event
objectives or what your ‘picture of success’
will be at the beginning of the project is the
starting point to all successful planning. This
is when you think about the behaviour you
want to drive, the audience you want to
engage and identify the business, social,
and/or industry impact you want to achieve.
Drilling down on these objectives, clearly
articulating them and making them
measurable, should always be part of the
initial event plan which is signed off by all key
stakeholders. Of course using previous event
Don’t wait too long to measure the success of your event, warns
Peta Moore. In fact, make it a part of your pre-planning
process to give delegates a better experience.
TO BE WISE?
data as a benchmark is useful for setting goals, such as the number of delegates, sponsors and
exhibitors. This data may also tell you who the delegates are and where they came from; why
they attended and what they found most valuable. It will also shape your marketing and revenue
goals. All of this information can and should be leveraged to develop your ‘picture of success’
and enable you to craft a powerful event strategy. Once developed, we shouldn’t leave these
objectives in an event planning document only to be looked back upon when we are writing up
our post-event report. These should be the reference point for any major decision made
throughout the planning process and used to measure the potential success of your event.
Check the ROI
Once you have profiled your audience and mapped their journey at the event, you’ll have your
first draft program ready for review. Quite often, in my experience, this is where things can go off
track. Different stakeholders have different business or personal agendas that they bring to the
table and the program can shift in one direction, then back in another - losing focus and
purpose. I recommend that at this stage you do a preliminary check of the ROI with all
stakeholders. Go back to your event goals - will this program meet them all? Look at your
audience, brand, learning environment and behaviour based objectives and make the
adjustments to your program if it’s not meeting these. Leave things out if they are not
contributing to achieving the best outcome.
Allow time for change
Unfortunately, with reduced lead times commonplace these days, I don’t believe we leave
enough time in our pre-event planning timeline to go through this ROI checking process - more
than once if necessary. How many times are we pushing our teams to publish that program on
the website, lock in that keynote, get registrations open? We are so deadline driven that we
miss this opportunity to tweak and refine the event and ensure the greatest chance of success
BEFORE we’ve spent the budget and delivered onsite.
We always schedule in a ‘review’ with our team and our clients before we start locking
everything in and publishing. It’s important not just to be ‘wise’ after our events when, with
hindsight, it’s clear to see where we strayed from the plan. Don’t wait 12 months or two years to
implement change at your next event - be proactive and take control of the delegate experience
by designing the program for maximum impact now. m
Learn more about Peta Moore and Nectar Creative Communications at www.nectarcc.com.au.
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