How to Evaluate Event Marketing

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Kristen Luke

If your firm uses event marketing, then it is critical to evaluate the success of your efforts. I recommend asking attendees to fill out an evaluation form at the conclusion of each event. This feedback will help you make necessary tweaks to improve future events and collect valuable contact information from attendees. The following tips will help you create a useful event evaluation form.

The basics

Collect contact information for every attendee after each event you host so you can follow up after the event. Below is some standard information to collect:

  • Attendee's first and last name
  • Email address
  • Phone number
  • Address (optional)

Evaluation forms commonly ask attendees to rate different aspects of the event, which can help you establish the degree to which each aspect contributed to the event’s success or failure. For example, attendees are asked to rate statements on a scale of 1 to 5, with 1 (strongly disagree) being the lowest score and 5 (strongly agree) being the highest score.

Below are common statements used to evaluate an event:

  • The presentation increased my subject knowledge.
  • The presentation was relevant and worthwhile.
  • The presentation was appropriate for my level of knowledge.
  • The time allotted for the presentation was adequate.
  • The amount of information presented was adequate.
  • The presenters were effective at delivering the material.
  • The presentation met my expectations.
  • The facilities were comfortable and satisfactory.
  • The location was convenient.
  • The time and day of the presentation was convenient.
  • The use of technology was effective.
  • The food provided was satisfactory.
  • The audio and video materials were effective.
  • The handouts were satisfactory.
  • There was ample time for questions and discussion.

Sample Evaluation Form