How to evaluate the work of the event: 5 ratios, which you did not know
1. the engagement Index (EEI)
Why is it important?
Leading research and consulting companies Gallup Media, Aon Hewitt, Hay Group has long been recommending business leaders follow the extent to which employees are included in the life of the company. It is necessary, in particular, to improve the efficiency of the staff.
All the big name companies proved a direct correlation between involvement and efficiency.
And if 30% involved in the life of the company people will show high results with a probability of 41%, involved in 80% p 65% likely to achieve the highest performance.
How the EEI is used in event industry?
Before and after the event are anonymous surveys of participants. One of the traditional techniques (Q12) contains, for example, only 12 questions that should be answered "Yes" or "no", and the ratio of positive responses to the total number of replies gives an idea of the percentage of staff involvement.
There are, of course, more complex techniques that can be used on request. As a result, comparison of polls it becomes clear how the event has increased the level of involvement of staff.
2. Rate of return on investment (ROI)
Why is it important?
Still, many believe that the holding of events is always only costs aimed at achieving "ephemeral" benefits like company image in the eyes of consumers or employees, and therefore does not yield to digitize and inevitable. Meanwhile, it's not quite true.
ROI is quite a specific return on investment in the event.
It shows the percentage of profitability or unprofitability of investment in a particular project. For this indicator uses data about product costs, revenue from sales and the amount of investment in the promotion of the product. Ideally, of course, revenues exceed expenditures. In our case, the product is, in fact, the event. With this amount of investment promotion is calculated only for external events. In its simplest form, the formula for the calculation of ROI vygljadIt read as follows:
(revenue-cost)/investment amount * 100%
How ROI is used in event industry?
Investment in each event are known-they are fixed in the estimates. Income from activities is calculated with the subsequent sales. When comparing these data easy to calculate payback produced event.
For example: presentation of a new car worth 12 million rubles cost the company in 2.5 million rubles. Two thousand guests 60 persons in six months purchased this model. If the net profit from the sale is 10% of the cost of the machine, then profit from the events amounted to 12 million rubles (and ROI-408%).
3. The index of employer attractiveness (EAI)
Why is it important?
We will not repeat the "alphabet" truth that any business depends on the team. Therefore, for the development of a breakthrough or even the best specialists are needed in the market. The modern generation of employees-so-called generation Z (born in the death of people who do not represent life without gadgets and Internet) is very picky about its tenants.
If earlier applicants competed for a place in the Advanced Office», today all over the world are already struggling Corporation the right to employ young professionals with a fresh perspective on the industry.
A significant role in shaping the image of the employer played already attracted specialists-loyal employees of the company. Exactly they run Word-of-mouth and make available information on the average income in a company of social packages, the psychological climate (i.e. factors that directly affect the decision applicants on the desired place of work).
Improve the attractiveness of index employer quite feasible, including through the holding of special events.
How the EAI is used in event industry?
By analogy with estimation of EEI, before and after the event held two poll workers (or external participants of the event, if we work with the target audience of potential clients). HR professionals constitute narrowly focused questionnaires (which can also be varirovatcontact), held anonymous questionnaires and then replies "before" and "after" are compared. As a result, the employer appears idea about whether and how improved search factor.
4. customer loyalty Index (NPS)
Why is it important?
The index shows the commitment of consumers or employees to the company, product, service. And this commitment is expressed in willingness to recommend your company or favourite product/service to others. For any business fair will be the adoption of brand reputation and Word-of-mouth is the best and most efficient channels of promotion.
The higher the customer loyalty index, the more likely your company to attract new customers, the best employees.
How the NPS is used in event industry?
This rate is considered to be everywhere alike on the basis of a simple poll with only point: "what is the likelihood that you would recommend company/product/service to your acquaintances, friends, and colleagues?" Score on a scale of 10 (where 10 is required recommend, and 0-"not recommend in any case") gives an idea of how much your company active supporters (female 9-10 points) as neutral belonging to you consumers or employees (8-7), and how many so-called critics (6-0).
After the event on such a scale, you can evaluate how the project itself (liked/disliked event) and track changes for staff or clients to the company.
5. Constant monitoring
We would like to draw the attention of corporate executives on the essential condition for the work under the name of the KPI. All miscalculations and analytics are possible only when employed by the Agency does not complete the project by the fact of the event. Moreover: the postprodakshne case also should not stop there.
Analyse and evaluate event can only when working with an audience actively conducted activities both before and after the project.
I am sincerely convinced that each event should be a minimum of three peak period activeSTI (rather than one as in most projects directly on a holiday).
- Teaser campaign (deliberately podogrevajushhaja emotions, look forward to the event)
- Apotheosis (the event)
- Engaging the audience in a live chat about the project within six months after the event
It is the presence of these three periods of activity allows for systematic work with guests both before and after the holiday.