How to evaluate the effectiveness of the event? There are many opinions, but the techniques as such are not many. To understand this, let's start to divide the concept of Event Management and Event Marketing, which are often confused.
The notion of Event Management, we'll continue to understand the professional management exercise. In other words - how successful the event was sold, held at a high professional level and arranged without overlapping. In this case, you should assess how the script was implemented activities performed all tasks, observed a temporary plan, regulation, missed it in the agreed estimate. These indicators, primarily be interested in the professional event-agency, and its agency will report to the customer.
Here's an example of how to assess our activities undertaken for the Client in different cities of Russia. The quality of the event directly affects the agency's fee.

Quality criteria of the event.
Criterion Points

Relevance chosen venue the number of participants 10
Compliance with the rules of seating of participants 10
The presence of the logo of the Customer during the registration 5
Availability of customer's logo in Conference activities 5
Of content, correct salutatory 15 leading
Compliance with regulations 10
Compliance with the rules of the activities 15
Of content, the correct answers to the questions of participants 5
The timely sending of reports to the office of the Customer 15
Providing video reports 10
Total 100

The quality measures were directly related to the agency fee. Here, a slightly reworked part of the agreement:

1. Basic agency fees for activities in each of the cities is the equivalent of 1000 gold dinars (not including VAT) on exchange rate ruling at the date of payment.
2. In the case under the scorecard event conducted qualitatively, ie gaining 60 or more assessment points, the agency bonus amounting to 40% of the basic fee for the event.
3. In the event if the event is conducted poorly, ie gaining 30 and less evaluative points, the agency charged a penalty of 40% of the amount of the basic fee for the event.
4. In the event if the event is held and recruits from 30 to 60 assessment points, the sum of the basic fee for the event does not change

Whether the customer has achieved its goal or not - this issue is outside the competence of the agency. Not participating in strategic decision-making, without formulating an objective, the agency can not influence the final result of the activities for the customer. Agency can only recommend, as a part of this event, it is best to realize the goal, how best to attract audiences.

In addition, the result of events is unlikely to manifest itself directly at the event itself, it can only appreciate over time, and this can be done only by the customer.

The basic rule in assessing the quality of management event - the criteria should be defined in advance and fixed at the stage of negotiations. Include it in the contract or service does not include - depending on your arrangements, but the evaluation criteria in any case should be settled beforehand.
Event Marketing - slightly different phenomenon. This use of measures for implementation of strategic or tactical goals of the company. Evaluating the effectiveness of actions in this case will be other tasks and respond to other questions such as:

• What will be the return on investment in the event (ROEM, Return of Event Marketing) compared with other communications channels?
• Do I need to achieve through the activities, or should apply to other instruments?
• What budget should be allocated to the event
• What format of event should I choose?
• What audience-oriented event
• How the event will influence the future behavior of customers
• How the event will influence the opinion of Clients

These questions must respond, basically, himself a customer, event-company also may act only as an adviser and consultant. Also, these issues are agency event marketing, PR-agencies, marketing agencies.

Suppose the company aims to launch a successful sale of new motor oil. The budget for the promotion of new product in the first half - $ 20 thousand and increase in the second half. Marketers in the company weighs what you can get for this amount: advertise in the subject the press to place banners and contextual advertising on the Internet, to place advertising on outdoor advertising or to hold the event? Fairly modest budget, so the decision, you need a marketing event. What formats can I choose?

Here are choices:
• Joint BTL-action with partners - sales promotion in the exposition posters
• Participation in a special exhibition
• Sponsorship of profile events
• Presentation to the final customer
• Press conference for media case
• Presentation to potential major customers (fleets, taxi services, etc.)
• Training workshop for partners and distributors
• Training sales skills sales (sales staff).

And only when you select a format - draws the appropriate contractor: PR-agency, BTL-agency or event-agency. In this case, the effectiveness of the activities will be determined by rates of subsequent sales - cost of the event must be converted in subsequent sales, brand recognition, mention in the press or on something else. The main thing - the customer considers the event as an investment and will eventually receive his benefits.

See the difference? These concepts, Event Management and Event Marketing, should not be confused, they are very different!

In Event Management, we appreciate the quality of services sold, ie organizational effectiveness measures. In the Event Marketing - marketingovuyu efficiency.
Also separately can and should be considered marketing the event itself (Marketing of Event)
• How successfully advertising campaign events
• Have attract the necessary number of participants
• What is the quality of the audience? Does the status of members of the audience claimed
• What is the price to attract members
• How many participants were interested and how many registered participants came to the event
• What is the ratio of registered and really came to the event participants
• What is the percentage of non-participation
• How effective are the various advertising channels to attract participants

Price attract members - a very important value. The trend of recent years is that this quantity increases. People have already participated in many activities, and fight for their attention becomes increasingly difficult.
Depending on the type of event and the industry ratio of the registered visitors of the event and participants may vary considerably. Here are some averages, according to the observation of our observations:

• The presentation comes from 10 to 15% of the invited celebrities
• At the press conference usually come from 60 to 80% of the accredited journalists
• In a free conference for partners coming from 30 to 60% of registered participants
• The presentation comes from 40 to 70% of registered participants
So in the end even some indicators that can be taken into account to determine the success of the event.
• How stable is proved to the audience the event? How many people live to see the end of the event
• How participants rated the event as a whole (not only the organization but also useful for yourself)
• Is the activity consistent with their expectations
• As participants appreciated the accommodation, catering, theme activities, gifts and souvenirs
• How were prominent sponsors logos etc.

Actually, there are three main approaches to the assessment activities. Notice how differently we can assess the same event. By the way, organizational effectiveness, marketing effectiveness, and efficiency of marketing activities can be completely in opposition to each other. Which of these indicators are most important to you - depends on what organization you work, what part of the work of the organization of activities are carried out.