Event Evaluations

Yesterday I put together a small event for COLORS (www.colorsalliance.org), an organization for local, independent busineses. It was small, but as big as we wanted it to be, and made a small profit for the group.

At the end of the meeting, we distributed a short (five questions), subjective evaluation. One hundred percent of the attendees gave it back, with varying lengths of response (thankfully, almost entirely positive). Collectively, the evaluations will provide a wealth of information as our group moves forward. For example, we asked for suggestions for programs the participants would like to see in the future, and we received some great ideas.

I find that this evaluation piece is too often forgotten, despite the fact that is so essential. First, because it provides information that can help future events. Second, because it helps people see that their input is valued by the presenting organization.

For this event, I added a second level of evaluation, and we are still seeing how that will work. I received an e-mail this morning from an events consultant I respect, Eugene Loj (www.eugeneloj.com). His suggestion came from someone else -- he said to send an e-mail immediately after the event, thanking people for attending and posing just one question, "What did you not like about the event?"

Loj says the question makes people think and communicates that you are serious about improvement. That makes sense to me and I'm already receiving great feedback that makes me want to make this a permanent part of my event marketing mix.

- sean

Sean Spence
Community Events
www.commevents.com
seanspence@earthlink.net