After reading chapter seven of Katie Paine's, "Measure What Matters", I realize a successful event is not measured by how amazing a company's product is or how great an event a company is sponsoring. What really matters is that you are reaching your objective. As a company you need to first reach an objective before you can determine if your event was successful. After determining the objective we can use Paine's other six steps in measuring an event or sponsorship. As I plan my event with my internship called "The Wedding Experience", I will be sharing with them these seven beneficial steps Paine has provided. As I stated previously, the first step is to determine your objective. Below you will see the six other steps to successful measurement of events and sponsorships.
2. Determine your measurable criteria for success- once you've agreed upon your objectives, establish the specific criteria of success that you will measure.
3. Decide upon your benchmarks- compare one set of results to something else. The most meaningful comparisons are between different events or between you and competing sponsors at one event.
4. Select a Measurement Tool- Find a measurement tool that will drive results from attendees. Paine says the in-depth phone interview using the Grunig Relationship Survey is most effective in reaching clients or customers.
5. Define Your Specific Metrics- Use statistical data to analyze if your goals and objectives were successful.
6. Choose a Measurement Tool- Use different forms of measurement to see how successful your event was. Paine suggests using counting tools, survey tools, sales tracking tools and web analytics tools.
7. Analyze Your Results and Use Them to Make Your Events More Effective- Always analyze your results. Whether you analyze your survey or combine your web analytics and CRM, you need to do this so you know how to be successful in the future.
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