I have always said, "if you cannot find 5 things wrong with your event (post-event), then you are not looking hard enough"! 

The best way to continually focus on the ongoing development of your event strategies is indeed measurement!  Measurement is the new must-have in event planning. Well, it’s not exactly new but it is an absolute requirement now versus it once being a selling feature/benefit offered on behalf of agencies. Nowadays, companies expect to measure and critically evaluate the effectiveness of all events, even events that are decorative and/or fun. Gone are the days of post-event success determined solely by the clients ‘happy meter’… we have to instead become scientists! 

Depending on the type of event, your ‘measurement meter(s)’ may be different. Measurements will vary from overall satisfaction of guests (click here to download a feedback form template), to post-event sales increases, to pre-event/post-event attitudinal measurement comparisons. As an event planner, you need to quickly establish what measurements are required and build infrastructures that can easily capture the necessary data. You will need to work closely with your clients if your results are tabulated on their side. More diligent follow up will be required to ensure that you receive the information post-event from your client to quantify the event success which is your success too!

Measurement begins with solid and detailed planning and it should be established alongside the overall event objective, right at the onset of your planning process. The follow up loop with your client and for your records is absolutely essential and should be captured in detail in your event post mortem. You may even need to pull your event post mortem document out of the archives to accurately record the information, as the data capture can be up to 1 year following the actual event. That information will serve you well in the future as you continue to plan exceptional events with quantifiable wins! 

It is important to celebrate your post-event success but also look hard and deep for potential improvements to absolutely ensure that your measurement is 100% final.  These documents will serve as precedents and as starting points for future ‘like’ events moving forward.