How to Turn Event Experience into Positive ROI

By Jorge Lopez | Tips For Your Event

Feb 01
ASE Blog Post image with Clouds

Putting a great event together is one thing. Having people enjoy their time there and wanting to come back is another.

Since events take a countless number of hours of planning and logistical management, you are going to want to make sure that you can turn the event experience into some positive ROI. For the guest that means making the experience a memorable one. Completely removing the ‘work’ element. Giving them more pride and enjoyment with the brand.

The Experience at the Event needs to be Relevant

Who is this event for? Is the event for sales people, medical professionals, investment bankers, fashion stylist, fitness bloggers? There can be some trickery here, as most corporate events bring in people that all have very different views about many things including what they find to be enjoyable. Their taste and preferences on what they perceive to be good, of course will vary. But there will be qualities that your guest will have in common.

This is where you will want to find what is unique to the group. Thus allowing you to zone in on the type of event décor to use, the entertainment, what type of food would serve them best. For example fitness bloggers would require more attention to healthy foods and vegetarian dishes. Dishes that the sponsors can bring that would be a quick means for the active person’s way of life.

Choosing the right playlist for let’s say the fashion stylist event verses the salesman event will vary greatly of course. So it’s best not to just look at the guest list as a whole or a number of people. But rather a target market and bring the elements for that target market to the forefront.

So how do we turn this intangible event experience into positive ROI for future events?

Making People Feel Important at an #Event Increases #Brand Loyalty

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Personal Interaction at the Event to increase Brand Advocacy

It can be very difficult to get people to want to get up and ask questions to be a part of the presenter’s speech. Most guest just feel as though they're just part of the audience and just blend in. Quietly watching and listening. This time usually makes people feel unimportant. In turn, this can make people feel less supportive of the brand.

The opposite of what we are trying to accomplish.

So how do we cater to this basic human need of feeling important and seen? Yes being greeted at the door is nice, adding the first name to the face is a definite plus. Although that can be hard to accomplish for all of your guest. And gift bags are great but lack a bit in the personable area.

So using some of the newer tools that are at almost all of our finger tips these days can wake people out of their seats.

Apps like Crowdmics, and tools like Catchbox, microphones that have changed the game in audience interaction for asking questions and giving input really make it, not only more fun for your guest but makes them feel important.

More and more event apps come out, some are just for specific event types and some are made just for that brand for that event. But with this in mind you can look for apps that will tailor to your event to get the guest more involved. At the very least a twitter wall like from Tweetwall, TweetWall Pro, or LiveTweetApp.

Cutting Cost is Important, But Not Where it Detracts From the Event Experience

If money is tight then allow more room for parts of the event that the guest will have more interaction with. Perhaps with the entertainment, food, and or the décor. These are the parts of the event that people enjoy the most and get to touch, feel, taste, and see.

Like the fictional Mr. Gatsby, Go all out when doing your event planning. Of course within budget, but create a spectacle by using lighting and event design in different ways to maximize the atmosphere in addition to providing attendees with a high-quality experience.

Making sure catering is better than good can mask where budgets where cut a tinsy bit. Don’t forget that negotiating with vendors on reducing fees is fine as long as they get to, let’s say, have their services used for a future event. Or that partnering with say a beverage brand that fits the event will get extra exposer. They’ll love that.

Past Event Experience and Post Event Info Incites will Teach you a Thing or Two

The best time to follow up with event attendees is up to a week after the event. While it’s still fresh in people’s minds. This will allow for relevant critique and suggestions for improvement.

I few reasons why you’ll need this:

  • Collecting feedback from attendees will help you see what worked and what didn't. Without knowing this information from your attendees, you may never realize what needs to be improved. You could also be wasting money on areas of the event that the attendees didn't care about.
  • Take notice of last-minute expenses you did not foresee. Make a list of all of it even down to the permits, parking, etc. and budget for them next time.
  • Get your team and evaluate what was great about that venue. Where to possibly go for next year and what things to improve on or cut back on. THis will help kick start and target the planning process early.

And you're no stranger to the fact that events take weeks of planning and coordination, but once they’re over there is no denying the sense of pride.

So one of the most important parts of putting an event together is the feedback.

This is really one of the only ways to know how successful the event was from other people’s perspectives. This feedback is essential because it will be a powerful way to improve on the next one and make it better. Finding out what others think about it lets you know how much of a success it was.

Online surveys are best here. SurveyMonkey is a great way to get the info, download the answers and get some much needed research. Keep these short, 10 questions max and maybe only 1 or 2 open ended responses. We don’t want people to work too hard here.

Asking them “if they would invite a friend” to an event like the one they just attended will let you know if they had fun or not. We’ve all seen that question somewhere and that’s because it’s always an honest answer. Another good question to ask is, the weak moments that they experienced. See enough of these and you’ll know what to avoid for the next one.

#SocialMedia at an #Event is like water in the dessert. Gotta have it

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Let’s get more Social

By now, the importance of this topic has been beaten over the head time and time again but what works, simply works!

Just about everyone with a smart phone is on some form of social media these days. It’s almost weird to not be. And truth be told, we all get a little burned out of one social media platform or another from time-to-time but from a business standpoint it’s a must.

And well, events are social so we must be to, all the time. Staying ahead of the curve here is of the utmost importance. Knowing what people are going to want to do with which app is going to be something you’re going to want to stay on top of.

So it’s an awesome idea to use event #Hashtags. These will allow your guest to add a level of fun to the experience. And this is also a great way to gage the fun people are having as the event is taking place.

Commenting on event hastaged images/video and post-event pictures will really encourage people to follow you and to give you some feedback without having to ask for it.

Doing this will definitely make your audience grow.

Post Event Interactions

Make sure to put in as much personal interaction in post-event as you have on the event itself. And make sure to emphasize the fact that the brand recognizes and appreciates every single guest.

Doing all these things and making the event as engaging as possible will personalize it for so many and result in some wonderful positive ROI for feature events to come.

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