The previous blogs reviewed the corporate reasons for having a conference, and how to plan and market a successful conference. There can be many business reasons why a company should consider having a conference, not least that events are an important part of the marketing mix. In this section, we will review the follow up after the conference is finished.
Review of a Conference
- Whilst on-site at the end of the conference you should organise a meeting with the venue to review how well the conference has gone, particularly with reference to the services the venue has provided and where these can be improved:
- Audio visual hire
- Room set up and services
- Food and beverage
- Venue staff service such as reception, responding to requests, helpfulness etc.
- Where delegates pay to attend the conference it is worthwhile doing a review of the no-shows to try and ascertain why they did not attend. This can help in determining how best to market future events and how to improve the following up of delegates in the invitation process.
- Make sure that you have a feedback form or questionnaire that the delegate fills out before leaving. The evaluation could be based on each individual session or speaker if you have different companies providing the content of the programme, or it could be a general overview of the event. The evaluation should be produced in cooperation with the client so that it includes questions relating to what they would like to know, and could include subjects such as:
- Ease of getting to the venue
- Programme standard
- Food & beverage
- Social programme
- Transportation if used
- Whether the delegate is likely to come to another event
- What improvements can be made
- Actions they plan to take
- How likely are they to recommend the event to a colleague
- What benefit they expect to gain from taking part
- Were their objectives met
- Once the questionnaire replies are received they need to be evaluated and presented in a statistical or analytical form. The results need to be combined with the information on the event from the event manager (see the first point about the Conference Review above) and a financial review of Return on Investment (ROI).