After the event is before the event

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Event follow-up: preservation of the important.

What happens when the project is completed? How do you recognize potential for improvement?

The successful completion of an event is largely responsible for whether a customer will book the event planning company again in the future. No matter whether corporate events or teambuilding events. Follow-up and critical analysis should not be foreign words for an event planning company.

A guide for agencies and clients

Accordingly, the necessity of an event evaluation seems indispensable. But before suitable methods and tools can be applied, it is necessary to define concrete goals and target states. Only when these are known can a critical examination take place. Without a target definition, an evaluation is useless. Moreover, evaluation represents one of the four phases of management (planning, analysis, implementation, evaluation). Thus it becomes clear that an event evaluation can never be obsolete.

What are the requirements for event follow-up?

In order to create a comprehensive, qualitative comparison from which a critical and constructive event evaluation can emerge, some important points should be recorded in writing or digitally in advance. Firstly, a clear outlook should be given on what makes a successful event.

First of all, it is important to draw up a plan that specifies the goal, the objectives, but also the target group as well as a professional competence and the corresponding financial resources. Ideally, the company adheres to the typical marketing instruments (product policy, pricing policy, distribution policy, communication policy).

Why is event follow-up important?

Basically, the importance goes hand in hand with the goals of the company. This means in the broadest sense that an evaluation only makes sense if the company has the ambition to develop further in the long term. Transparency, traceability, improvement and joint exchange are paramount. Above all, the right tools are crucial. In principle, every company is free to decide to what extent an evaluation is carried out.

SWOT and PEST send their regards

Suitable and common methods for conducting opinions and measurements are, for example, extensive market research, suitable SWOT analyses, on-site surveys or PEST analyses. An industry structure analysis can also be worthwhile if the event is integrated as a singular event into the large network of the entire event industry. Sounds complicated, but is trivial if an intensive occupation with the matter takes place.

After the event is before the event

After the evaluation, the final step should take place, in which the results are subordinated to the corporate goals and integrated into future events. Finally, lucrative measurements can be included in future event planning so that a continuous improvement process can take place. A communicative process between the management and all involved company groups should take place as soon as possible after the evaluation.

Conclusion

Identify and conserve improvement potential

In addition to the time-consuming preparation for an event, time should be invested for a recapitulation after the event. Mistakes, grievances, miscalculations can be avoided for the future. Besides the great potential for improvement that an event evaluation brings with it, it should not be forgotten that the customer can also enjoy the fact that his needs are satisfied by a fantastic event.

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