Page 278 - DMGT304_EVENT_MANAGEMENT

Unit 13: Monitoring, Control and Evaluation

13.2.3 Coding Notes

Make certain that you assign a unique code to each marketing response item.

Example: if you allow your attendees to register by mail, phone, newspaper, radio, and
Internet, each marketing channel should have a separate code.
Code track each response. By identifying the response ratios from each marketing channel, you
are better able to adjust your marketing efforts during the promotional period prior to the event
and evaluate where to place your marketing dollars in the future. Determining the return on
your event accomplishes several fundamental purposes that are critical to your future marketing
success. First, you are able to track where your responses are being generated. Second, you are
able to compare investment versus actual marketing performance by each channel. Third, you
are able to compare return on marketing with other economic performance indicators, such as
risk management, labour, and utilities, on an annual basis and determine whether or not you
need to increase or reduce the budget accordingly to achieve your revenue targets in future
years.

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Caution Always assign a unique code to each marketing response item. There should be no
duplicacy.

Self Assessment

Fill in the blanks:

1. .................................. is an important part of the event management process.
2. Evaluation allows .................................. criticism and feedback which helps build on
improvements for other events.

3. The size of the event and information you have regarding your audience will determine
the .................................. used but the best option is a quick debrief shortly after the event.

4. One should also try and receive .................................. from caterers, venue staff, other parties
involved, for e.g. Sponsors and media articles, as they are often useful in the event
evaluation.
5. It is recommended to prepare a .................................. report that may assist with managing
future events by avoiding mistakes and building on successes.

6. The ROE is a ............................. system for evaluating marketing response.
7. Using a ............................. to review marketing promotional campaigns, including ink colors,
logo design, and copy, will help you fine tune your visual impressions to match the tastes
of your prospective event attendees.

8. You may also wish to use ............................. to determine why non-attendees refuse to
accept your invitation to participate in your event offer.
9. ............................. can reveal important information that will help you in marketing your
event in the future.
10. A ............................. may reveal that they have trouble finding a babysitter.

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