Every organizer worth their salt learns by evaluating their work after an event. We ask ourselves what went right or wrong and what could be done better in the future. Comprehensive evaluations include interviews or questionnaires by organizers, participants, sponsors or partners but rarely does an event committee hear from attendees. I help event organizers maximize their efforts by seeing their events through an attendee’s eyes.
Two BAM clients received comprehensive event evaluations this year. An impartial event evaluation, from an outsider perspective, and when materials are available, to evaluate planning models from an insider gives organizers information about how events are experienced and how their business comes across. Sometimes the closer we are, the harder it is to see our opportunities or mistakes.
Attendees are most impacted by information provided (or the lack of). The way we use signs and the way traffic flows near activity areas, music or kids' areas. Other high impact areas surrounding food or sales tables can be critically examined through outsider eyes. Simple considerations include looking at the distance between activities or “rest” areas from a guest's perspective offers more improvement possibilities.
At a recent Oregon Main Street Conference, I spoke with several committee members who were in the planning stages of organizing upcoming holiday events. Across the board, evaluations from last year’s event were difficult to access. Those who had reviewed previous evals, did so immediately after last year’s events but couldn’t say what, if there were any, ideas to improve planning or implementing events.
My work primarily focuses on assisting Main Street Association organizers to help small business owners build community through events. Evaluations teach us through another point of view. We can learn how to increase attendance, actually engage attendee, enhance the likelihood of repeat business, plus increase volunteerism through better planning.
Find many more Experience Marketing ideas and event promotion techniques in Small Business Experience Marketing, an easy-to-use guidebook that shows how small business owners can benefit over the long-term by using detailed sensory stimulation and community connections to create experiences that make lasting memories and loyal customers!
Bridget Bayer is a top-performing consultant with 20 years experience in small business leadership. Currently serving clients in California, Washington, and Oregon, I am a highly motivated professional recognized for exceeding organizational goals, utilizing solid communication, mediation techniques, and community-building skills.
