How to Conduct Effective Post Event Evaluations

Define Your Specific Goals

Make sure that you state your goals and define them in detail. Don’t write a goal like, increasing brand awareness. State exactly what it is you want to happen. Like give out 1500 sample products to consumers within x area at x event.

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Make sure you’re specific in defining the timing

You don’t want to state a goal as, “follow up with consumers after event”. Instead, state how you will be following up with consumers, through which means, and specifically how long after the event will you begin, and then state when you will end your follow up communication?

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Make your goals measurable

Evaluation of results requires comparing calculations, so make sure they’re measurable. Here are some goals you might want to consider.

  1. Generate Actionable Leads
  2. Create Buzz
  3. Generate Press Coverage / Earned Media
  4. Generate brand awareness in specific areas during specific times
  5. Improving brand image or recognition
  6. Giving out product samples
  7. Selling product
  8. Lead generation
  9. Product Demonstration

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What are the best ways to Evaluate your events?

1.) Listen and Observe 

Make sure to track the performance during your event by listening and observing consumers and brand ambassadors alike. Give a digital feedback form to everyone who is involved in the event. These are great to hand off to brand ambassadors to evaluate attendees. These feedback forms can even be in the form of a contest or something more form than a survey. Give them some incentive!

Here are some ideas that you may want to include in your feedback form:

  1. How was the location? Do you feel that it helped to accomplish the goals of the brand? Why?
  2. Was the event footprint sized well enough for the number of people in attendance?
  3. What worked well during the event?
  4. What didn’t work so well during the event?
  5. What should be done differently next time?
  6. Were the giveaways valuable? why or why not?
  7. Were the marketing tools used for this event effective?
  8. Are you satisfied with the event’s overall performance?

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2.) Calculate your ROI

  1. Leads converted to sales ( Which leads generated eventually led to sales? )
  2. Buying and selling process ( What was sold?)
  3. Product demonstrations ( Which demos resulted in sales?)
  4. Product Sampling ( Connect the dots between your sampling and sales, ie: coupon code)

3.) What was the return on your objective?

  1. Perception: The one factor that will continue to attract potential customers during and after your events is your company’s brand image. There are a lot of things that can greatly affect your image. The most important people are the ones that make first impressions in front of potential customers, these will be your brand ambassadors.
  2. Earned Media: Get the media involved in your event if you can, if not find a way to get their attention organically. This can provide high level opportunities for your event ot reach far more customers. Measure the event’s media coverage by the number of interviews and appontments scheduled. Measure the brand impressions generated online.

What should you include in your evaluation report?

  1. Basic Summary
  2. Goals and Objectives
  3. ROI Report
  4. Return on objectives
  5. Event Effevtiveness
  6. Promotions and activities
  7. Data Analysis
  8. Brand Ambassador Performance
  9. Budget
  10. Conclusion


If you have questions about Experiential Marketing or the best practices on Event Evaluations contact BeCore today!