Event Life-Cycles: Using the Past to Prepare for the Future
Emily Hook, CMP Conferences and Events Manager
AMR applies a “simple” but very effective life-cycle format for our event design and execution. Our post-event success is dependent on our pre-event structure and implementation. However, pre-event organization is only effective if the foundation laid from the previous post-event analysis is comprehensive and thorough. Hence, the life-cycle of AMR events.
AMR’s Conference and Events Team uses historical data as the best predictor of current association outcomes and future association success. By referring to said data, we collect evidence supporting best/worst practices, industry/attendee trends, and emerging ideas. These metrics allow our leadership to plot the best possible forward-thinking, innovative approach for an association’s success through the design, planning, and execution of future events.
AMR tracks three key elements in our post event reporting. The elements listed below allow us to intentionally set goals and metrics to achieve optimum results for the following years.
Three Key Elements to Post-Event Reporting
- Attendee Satisfaction:
- We evaluate programming and networking opportunities over a two to three year period.
- By setting goals prior to the event planning process we can use the data gathered post- event to determine if we have met those goals.
- Attendee Demographics:
- We evaluate identifying indicators of our attendees that allows us to determine the make-up of the organization.
- By using said indicators, we are more effective in designing an event around the predetermined needs and desired outcomes of the event.
- Attendee Commentary:
- We evaluate our attendees’ experience in an open response format.
- The additional commentary allows us to collect data that captures our attendees’ ideas, thoughts, and concerns.
- We become the pulse of the industry because we have direct insight into our attendees’ mentality, opinions, and preferences.
Avoid Information Overload
Analyzing these three key elements, there can be an overabundance of information. And, while insightful, not all information is helpful in obtaining the overall goals of the association or event. To combat this issue and to create a designated location for all data gathered, AMR took the necessary steps and developed a comprehensive Post Event Report (PER). The PER allows us to eliminate information that is not pertinent for future events while still capturing information that will change the scope of future event design.
Centralize Your Data
The PER pulls information from different associations, committees, and team reports. It summarizes the wide-ranging data to make sure it is cohesive and aggregated into one place. This allows any outliers to be identified and addressed, if needed.
AMR’s Conference and Events Team uses the PER as an assessment and big-picture tool. The PER provides essential information and overall blueprint of an event, which enables our team to effectively and efficiently cross-train between associations and association team members. It also allows us to design and plan for future events, so we can continually provide a significant ROI for current and potential association partners.
The historical data to form the PER is only part of our successful event lifecycle. Allow AMR to show your future based on your past!