Companies enhancement through the effective events
Events should be effective. Trend of results estimate is gathering momentum in Russia and in the world both. Effectiveness of an event is behavior modification of its participators in the right direction chosen by a company. Consequently, it is not only return on investment, but company enhancement. Presently it is an obvious point for every professional organizer: experts and clients are speaking on that subject, agencies are completing tools of results estimate. By implementing the estimate of efficiency in our company we have understood that the main purpose is the use of incoming information for permanent improving such parameters as quality and aims of client’s events whether they are internal corporate projects for employees or marketing communications for consumers, rather than to report on a single event. The main benefit of understanding the effectiveness of each project is concluded in a tool for planning the entire system of company events aimed at achieving the goals of the client’s business.
So, for us the ideal work seems to be:
- The event planning stage is the time to determine the target indicators, e.g. to answer the question – What results do we want to achieve within the framework of the event? Synchronize with our client; agree on indicators and tools for achieving results, set KPIs for the event
- Project preparation stage - we compare ideas and solutions with the expected results: in this case, the KPIs are as a kind of guideline and a clear criterion of the necessity and expediency of the proposed solutions and tools in the event program.
- During the event, we evaluate the results, and also catch valuable observations of the audience's response, collect feedback from guests, check hypotheses and solutions and mechanics efficiency.
- After the event collected information lets you do several important things: to take an objective assessment of the event, to identify the most successful practices, to analyze errors or unexpected difficulties, to elicit growth areas and, most importantly, to lay these conclusions as the basis for planning the next event.
Thus, in order to achieve permanent enhancing in any company, where events are one of the tools, it is necessary to provide 2 conditions:
1. The presence of the broad outlines of global purposes in the company (at least for a year). This item lets you correctly carry out the planning stage of events: determine how many events and what type of events we need to carry out in a year to achieve the planned indicators, as well as set the KPIs for each of their projects in the annual plan. If they are not fulfilled, it is possible to immediately adapt the plan, adding activities as necessary.
2. The relationship between past and future events, which is achieved just at the stage of evaluating the event due to the identified growth areas or consolidation of successful practices and the introduction of the information in the next event preparation.
The estimate of efficiency of each event helps the client to adjust the annual action plan – to reduce inefficient formats, to add intermediate cross-sectional projects to improve results, etc. For us, as an agency, any long-term client’s planning of events lets us build more effective partnerships. Joint discussion, understanding of the broad outlines of goals and objectives, synchronization according to client expectations, feedback on the received project’s estimate makes the tandem much more coherent and successful, which leads to improved results from project to project and brings pleasure to both the client and us. Let’s do useful activities together!
