Part of your event planning should include steps taken to be able to evaluate the success of your event and return on investment. This isn’t only a requirement for this program but is crucial for understanding your event and determining avenues for improvement.
It is highly recommended that if your event is ticketed you include some simple questions to determine where attendees are form and if they stayed overnight, you could also have them check a box if they are happy to be contacted in the future, and this will assist you in creating a database.
Other measuring tools that may assist:
- Documenting the number of entry tickets sold / wrist bands
- The number of show bags given out
- Installation of gate counters
- A survey of a portion of attendees on the day/during the event
- Create a Facebook Event and use Google Analytics to pull data on reach.
- Monitor social media engagement on the lead up, during and post event to capture feedback
- Run a competition that allows you to gather simple data
- Event #hashtags can assist in gathering event photos and comments
- Introduce tracked promo codes for various marketing campaigns to monitor effectiveness
- Dividing the event space into segments and organising staff or volunteers to count number of people per segment at regular intervals, with the final estimate worked out using counts across all segments
- Calculating the maximum possible crowd size prior to your event and estimating the number of attendees relative to the maximum size (eg. if your event is approximately half-full, your baseline estimate would be 50% of the maximum crowd size).
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