An evaluation report is the most effective way to assess how well your most recent event went. Determine what went right (and equally importantly, what went wrong) before, during, and after your event to make the most of your learnings. You can plan future event summary report that are even more successful by utilizing important data such as sales data, attendee insights, and feedback surveys in addition to calculating your return on investment (ROI).
Making sure you have all the necessary data in one place when it’s time to start planning an event. It can be made simpler by presenting it all in a succinct and simple-to-reference event summary report.
Here is our helpful guide on how to create a strong report, make the most of your findings, and establish objectives for future activities.
Basics Of Event Reporting
Whether you intend to send your event report or post-event article to sponsors, vendors, or stakeholders, there are a few essential components you should never forget to include. A breakdown of how to write a quick report on an event is provided below:
Attendee poll: Asking the attendees themselves is the best way to determine whether your event was a success. You can do this by sending a straightforward follow-up email, posing queries on your social media pages, or creating an online survey. Your responses can then be categorized and presented in your report.
Speakers, performers, and exhibitors: Include a list of all the sessions and special guests from your event, from the food vendors to the musical performers. Which events drew the largest crowd? Which, both before and after, generated the most buzz on social media? This will make it easier for you to decide what to reserve for a future event and what didn’t go as planned.
Promotional and marketing activity: How did you promote your event in the days and weeks leading up to it? Include an evaluation of any significant sponsors as well as a summary of key metrics (such as website visits, social media engagement, and email open rates).
Assemble Your Data
You can evaluate the various aspects of your event thoroughly and objectively by using specific numbers.
Event summary report needs both quantitative and qualitative data. You can better understand the big picture of your event by gathering these data. Here are some significant data sources to consider when creating your report:
Attendee and registration numbers
The number of tickets sold and the number of attendees are two crucial metrics to track in order to assess overall success and provide insightful data. How can you increase excitement and enhance communication in the lead-up to your next event if you sold a lot of tickets but fewer people showed up than anticipated?
Social media engagement
Tracking important stats like shares, likes, and comments can help you understand the online “buzz” surrounding your event, which is important for increasing awareness and future attendance. Additionally, you can gather qualitative data by listening in on conversations and reading the comments made about your event. Was the majority of the information neutral or negative? Did it highlight anything you could do better the next time?
Creating content similar to this and tracking the effectiveness of any content you produced for your event can help you plan your subsequent digital marketing campaigns. You could gauge website traffic to blog posts, or the typical time spent on your website, for instance.
If your bounce rate was high (users left your site quickly after arriving), think about the value and applicability of your content as well as the methods you’re using to attract visitors to your site. The user’s journey might be made simpler.
When pitching future events to stakeholders, it’s crucial to include profit and ROI data in your evaluation report. Include a table or graph to show the financial commitment you made to the event. The amount you earned from ticket sales, as well as from the sale of food, beverages, and, if applicable, merchandise, can then be calculated. The event summary report can be useful here.
In your post-event article, it can also be helpful to list the costs and important contacts related to the venue. Think about the software and hosting platform you used if your event was virtual. Did it go as you had hoped? Is it worthwhile to investigate alternatives with more features?
Think about whether everything went according to plan during setup. What might be simplified? Was the number of employees sufficient, or will you need to hire more for your upcoming event?
Recognize Your Audience
One of the simplest and most effective ways to gather feedback from your attendees is through a post-event survey. This can be a good addition in your client management report. Their advice can help you assess every aspect of your event and make improvements for future ones.
If your event didn’t live up to attendees’ expectations, even if it sold out, you can’t really call it a success. Consider the following when designing your survey:
Keep it short and precise
Only include the most pertinent questions to maximize responses and prevent turning off participants. Ten questions at most should ensure attendees complete your survey and provide useful information.
Ask NPS (Net Promoter Score), questions at the beginning:
A crucial component of your survey should be getting your NPS so you should include it right away. On a scale of 1 to 10, ask your attendees how probable they are to suggest you event to others. An excellent way to assess the success of your event is to figure out the proportion of attendees who would recommend it.