‘After the event is the time to analyse the conference and your own performance.’

WINDING DOWN

After the busy period arranging and running the conference, it can be easy to lose the impetus to see the event through to the final stage. However, the days and weeks afterwards are very important as it is a time to analyse the conference and your own performance.

Ask yourself the following questions:

• 1.Did the conference satisfy the needs of the delegates?
• 2.Did the conference satisfy the needs of the organisers?
• 3.Did it serve its purpose?
• 4.Have the delegates taken on board what you wanted them to?
• 5.If they came to be educated, did they learn anything?
• 6.If they came to be informed, have they understood?
• 7.If they came to be entertained, have they gone away smiling?
• 8.Are the sponsors happy?
• 9.Are the exhibitors happy?

Newly formed relationships with delegates and sponsors can also now be consolidated, and post-event press coverage may be able to be obtained (see Chapter 10). Ensure that delegate details are passed on to those who may require them, such as sales and marketing departments, membership secretaries, etc, ensuring that data is strictly handled in accordance with data protection legislation.

DEVELOPING RELATIONSHIPS

Ensure you follow through any requests made by delegates during the conference. In readiness for this make sure that you take a full note of any requests at the time and put them somewhere safe where you are going to be able to find them again. A book specifically for this purpose is worthwhile.

Respond to any other queries that may follow promptly and courteously.

Remembering the speakers

Write to the speakers to thank them for their time and include payment for their services, expenses, etc if appropriate. Remember that the satisfaction, or not, of the delegates is largely in their hands and if it has worked out well they deserve to know about it. If you have used evaluation forms do pass on quotes to the speakers who may find them useful to use on other occasions.

Remembering the sponsors

Your agreement with your sponsors may have included a copy of the delegate contact details. If this is so, send them out promptly so that the company concerned can use them to their best advantage. Again, bear in mind data protection legislation.

EVALUATING THE EVENT

Don’t be afraid to ask delegates for their opinions on the event. By asking them to complete a simple evaluation form at the end of the conference you can gather much useful information for future events, as well as obtaining their thoughts on your efforts this time around. The questionnaires can help you to make a judgement on the standard of venue, catering, booking arrangements, quality of presentations in content and delivery as well as obtaining suggestions for future events. See the example in Figure 19.

Designing an evaluation form

Include an easy to complete evaluation form in the delegate packs. Ask the chairperson to highlight their presence as you have a much greater chance of having a substantial and worthwhile number returned whilst still on site than posted or faxed back after they have returned home. Most delegates will be happy to take a few minutes to complete the form, after all it is in their best interests to do so as its purpose is to understand the needs of the delegates better for future events.

The use of tick boxes or a simple marking system wherever possible enables swift completion of the form. You may wish to include a grading system for each of the speakers, based on delivery and content. This can be particularly useful for future events, and speakers who have scored well are able to refer to it when being considered for other events.

You may wish to include the delegates’ names and contact details, or you could make the forms anonymous (thus encouraging delegates to be rather more candid).

Professional research companies

Pre-event, on-site and post-event research can be undertaken on your behalf by professional marketing research companies using a variety of research methods. During the conference sophisticated and user-friendly terminals can be used that the delegates will be able to operate independently. Very useful data can be generated, and questions can also be included in the surveys on behalf of exhibitors, sponsors, etc. Professional reports will be provided that can be used to entice next year’s exhibitors and delegates. An added benefit is that the research is seen to be unbiased as it is compiled externally. Specialist research companies advertise in trade journals and at trade exhibitions.

WHERE TO GO FROM HERE

Firstly, give yourself a pat on the back. Remember that everyone has different ideals and that to keep the entire range of people – from speakers, venue staff, delegates and the rest of your organisation – happy is no mean feat. As said in Chapter 1, a seamless event belies the amount of time and effort that will have been put in. All those who have contributed to its success should be made aware of the value of their input, and to this end a letter of thanks to them and/or their respective managers would be appreciated.

As a final thought, give some consideration to the following questions, and make a note of your answers while the subject is still fresh in your mind.

• 1.Are there things that you would do differently next time?
• 2.Are there alternative types of venue that would have been more suitable?
• 3.Did anything occur that you were not prepared for?

You will now be in an excellent position to run your next event. Reflect on what you have achieved since you began the project, the people who you have come into contact with. Ready to start again?