Page 282 - DMGT304_EVENT_MANAGEMENT

Unit 13: Monitoring, Control and Evaluation

Questions: Notes
1. "Other than the evaluation techniques mentioned in the case, how will you evaluate
the whole event?"
2. Write down the case facts.
Sources: http://webcache.googleusercontent.com/search?q=cache:http://www.ucl.ac.uk/public-
engagement/toolkits/event_guide

13.3 Summary

The ROE is an important concept for all event marketers, regardless of event size.
The overall benefits associated with marketing should not be focused solely on the
economic performance of an event.
Sticker printing can come in various shapes and sizes.
It is very convenient to reach the members of a particular profession through taking out
advertisements in trade journals, magazines and Newsletters to announce the conference
some months before its date.
Evaluation is an important part of the event management process.
Evaluation allows constructive criticism and feedback which helps build on improvements
for other events.
The size of the event and information you have regarding your audience will determine
the evaluation method used but the best option is a quick debrief shortly after the event.
One should also try and receive feedback from caterers, venue staff, other parties involved,
for e.g. Sponsors and media articles, as they are often useful in the event evaluation.
It is recommended to prepare a post-event report that may assist with managing future
events by avoiding mistakes and building on successes.
The ROE is a quantitative system for evaluating marketing response.
Using a focus panel 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.
You may also wish to use personal interviews to determine why non-attendees refuse to
accept your invitation to participate in your event offer.

Telephonic interviews can reveal important information that will help you in marketing
your event in the future.
A non-attendee may reveal that they have trouble finding a babysitter.

13.4 Keywords

Chronicle: A record of events that happened in the past, in the order in which they happened.

Advertorial: An advertisement in a newspaper or magazine that looks like one of its normal
articles.
ROE: The ROE is an important concept for all event marketers, regardless of event size.

Telephonic interviews: This can reveal important information that will help you in marketing
your event in the future.

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