When you have been commissioned by your company or organization to attend a certain event directly relevant to what the company or organization does, it is important that you make a report about what transpired during the said event and what has been discussed.
This is an important task because executives and other employees will know and understand how the information discussed during the event can affect or can be applied to how the company or organization operates. Through the report, you can relay feedback with regards to the activities, tasks and discussions during the event.
Although it may seem like an additional task and not nothing but hassle on your part, it is the best way to inform people who were not able to attend the event about the discussions on the event. Aside from that, it is also a good way for your superiors to know that you were in fact attending the event and were paying attention to the information that has been shared especially because you were given financial support by the company. The event report is an essential informative document that enables you to share your experience and what you have learned while attending and event.
When you look at it on another perspective, when your team is responsible in planning, managing and conducting an event a post-event or event report will discuss and present how well or how bad the event went. In addition to that, this will also present the data and information with regards to the outcome of the event. Was their a return of investment? Did everything go according to plan? Were issues resolved? How were issues and conflicts escalated? What were the attendees feedback? These are just some of the topics that are thoroughly discussed when making an event report.
An event report is a document that contains a thorough and clear assessment of the entire event after its duration. The report assess whether the event goals and objectives were met. The report basically puts into perspective how event went, presents data and numbers of participants present, how it was managed and operated, and so on. It also discusses if targets were hit or not and what was the action made that led to the result. Furthermore, it also relays the feedback the attendees have concerning the entirety of the event.
The report is a good tool to use in refining the planning and management of event in the future. And since it contains information and data about all the aspects involved in the event, it is a key document that enables the company or organization make assessments as to whether changes in their operational procedure are needed. If your company or organization is not in charge of the event, the person who attended in behalf of you will have to send the event report to the sponsors of the event and should be tailored towards the needs and interests of the sponsor.
In addition to all of that, an event report contains the statistics, logistics, programme review and so on that will aid the company or organization’s assessment of the event. The data are then used to analyze what could be done better on the next event. Since it is basically document dedicated to review the entire event, it is factual and comprehensive. An single event has a lot of aspects to consider, the report must be able to logically present all the key data and information to each aspect in order to have a better understanding of what transpired during the event.
Once your company or organization hosts an event it is important to justify all the resources spent on organizing the said event. However, ROI is complex and imprecise and difficult to measure. Besides return is not only measurable with finance. Some experts say it is better to measure the return of objectives (ROO) to measure an event’s success. The objectives will set forth the metrics to determine the success of event on realistic terms. With that, are some of the information that is important to include in an event report:
The executive summary of your report should be a standalone document, it should make perfect sense even if there are no other supporting documents. It should highlight the most relevant statistics and findings that can be read through the rest of the report. It should make the reader understand why the event was conducted in the first place, what goals and objectives did it want to achieve, how was the goals and objectives met, and so on. Although it is a summary it should be more than just summarizing the entire report, instead it should cover and highlight key information from the other sections of the report.
Before you even conduct an event, you have already set a list of goals during your event planning process. These goals are specific and will serve as you guide on how to manage and conduct the entire event. Since these goals are specific, it should allow for a tangible demonstration of of return on objectives; they should be measurable and actionable in order to gain benefit for your future events. If in any case the event was not able to meet the goals you have set, you can make use of this section to discuss how you will be able to achieve them in future events, or that you will revise them for the next event.
The registration information you have gathered at the beginning of your event is an invaluable data point. Audience metrics pertains to the total numbers of visitors, sponsors and exhibitors you have collected during the event. That data must also be specified and should include their demographics, job titles and responses in order for you to have an easier way to analyze final data that can help you managing future events. These data you have collected will help you in tailoring future events to audience needs as well as in collecting relevant statistics which will be vital in encouraging future show partners.
Your key engagement for before, during and after the event is social media. You can build awareness and positive sentiment in aspects your event is concerned through proper investment in social media. However, if you are investing time and money on it, it must have measurable results. One of the easiest way to measure the total number of posts and mentions for your event is through hashtags. Not only will it give you a concrete total number of posts, it will also help you in monitoring your follower numbers, shares and likes can demonstrate engagement levels.
Using various analytics tools will help you have an insight into website visitor numbers, page views, time spent on site and interactions at key times surrounding your event. Through the analytics tool you will be able to demonstrate where in the world your web visitors came from, how they found your website, and which content has proved the most popular. In this section of your report you will be able to present how useful it has been to invest in a website for your event. Furthermore, this section can also include information about the usage of your event app, if applicable. The information about the app you should include are as follows: the number of downloads and the key parts that were used. These information will enable you to target your investment on your event app down the line.
This section is intended for the review elements such as your overall satisfaction with your venue and suppliers. This is where you talk about how you venue was, if the AV systems performed as it should, if the catering arrangements were successful, if the participants found it easy to go to your event and so on. This section is dedicated entirely for your review of the people, facilities, supplies, etc. you have coordinated and used for your event. In addition, you should also include an logistics review from an exhibitor’s viewpoint in order to have an insight of what they thought about how you managed the event to ensure rebooks in the future.
If your event allows vendors to have a stand and sell their products or stands for sponsorships sales, it is important to include this section. This will allow you to have an analysis of sales performance that will provide useful information for your future events. The following questions can be used as your guide in writing this section of your report: How long did it take for stand space and sponsorship opportunities to be filled? Were you happy with the pricing strategy, or did client response suggest that prices were set either too high or too low? Was enough time given to sell the space required? Was any discounting required, and what were final stand holder numbers like: is there a requirement to increase or decrease the size of your event space for future events?
Through discussions with delegates, speakers and exhibitors, as well as from any post-event surveys you can have a clear, objective and comprehensive programme review. The data you have gathered through such activities can be used to analyze the sentiment towards your event programme, and understand whether attendees were satisfied and happy with the timings and format of the sessions, the content the event offered, and the suitability of any keynote speakers. You can also include the suggestions you have had for such aspects in this section, this will help you have a basis for deciding and planning for your next event.
The conclusion of your report should sum up all the major points made in all the sections of your event report. You can also discuss what strategies worked well for the event and what should be done to improve other aspects for your future events. You can also include a summary of all the relevant and important recommendations you have gathered that you think will benefit your future event.
Since you already have an idea on what to include in your report and how to write them, you should have to know some important pointers that will make your report more understandable and informative. With that, here are some tips you can use as guide in making an event report:
An event report is a useful document that will assess the overall success of your event. It can be used to improve the events you will plan and manage in the future. Aside from that, it can help you attract more partners for your next events.