What makes an impactful event?

No one wants their events to fizzle. Quite the opposite. But what is an impactful event? And how do you make sure yours is one? Meetings asks some successful organisers for their take on these questions.

Impact means memory – that take-home feeling or memory we all have after an event. It’s obviously important for all delegates to have a positive feeling or experience, but the one that counts most is that person who will either give you next year’s event or not. So, rule number one is to make sure you know what their impact criteria really are! I’d also recommend having a ‘wow’ factor. It’s that something special that everyone will talk about for a long time after the event. Just make sure it’s not a negative. (Like the moment the waiter dropped the lamb shank on the MD’s head!)

Simply put, the event has only one primary outcome and this is measured in the achievement of the objectives as set by the client. The challenge to any events person is to nail down these objectives so that they are clear and achievable, and that they can be measured fairly. By way of example, a client could want an awards evening for 10 awards to be given out, accompanied by a good meal and for everyone to have a good time and feel special. This is a typical brief and appears very simple. However, there are curve balls in the detail! For example: how the awards are given out is critical. Which is the most important? Are the guests expecting them? Is there an element of surprise to be shown? How are the nominees to be introduced? The list goes on. The key to this is getting proper answers from the key person/s in the company that owns the event. If they have not considered the answers, make sure you sell the best solution to ensure the event works. This later input comes from experience and ensuring the event doesn’t flop or fizzle out.

Overall impact is driven through the delegate journey. And that should be a seamless one that comes as a result of a seamless online registration process and payment solution – integrated to the on-site registration experience. This is further enhanced with cutting-edge technology and access to information through a curated website. The information flows further to the on-site experience via a custom-designed mobile app. Once on-site, the programme, content and speakers are also critical impact ingredients. Access to industry leaders and great networking opportunities also deliver high value for attendees.

Surveys and polls give you a true understanding of the experience of exhibitors, sponsors, delegates and speakers. And, of course, as a business, client retention and repeat business are proof of success. We have strong relationships with clients where we have partnered with them for over 12 years.

Corporate social investment (CSI) is another area where events can have a positive impact on their communities. At Scatterlings, we like to include a CSI impact in our events, which can range from showcasing start-ups to donating excess food, stationery and clothing to reputable charities, or planting trees through Greenpop’s sustainable urban greening and forest restoration projects. In addition to the above, we also support local job-creation initiatives wherever possible by sourcing items that are locally produced and make an impact on job creation.

There are many factors to measure event success; for each event stakeholder, this varies. It is often dependent on the objectives decided on. But to assess the impact, we need to start by setting measurable objectives; this allows for more reliable data rather than hearsay. The measurable data allows stakeholders to track and compare event-on-event or year-on-year success.

We tend to use the following KPIs: • delegate/visitor attendance • exhibitor stand sales • sponsorships • media coverage • stakeholder feedback • social media engagement and reach • competition entries • exhibitor engagements • exhibitor rebooking • seminar theatre attendance.

This is a difficult one to point out, as we always use a multitude of indicators to measure success, and they are often dependent on each other. Measuring success is easiest when quantifiable objectives are set. It’s also important to listen to your stakeholders; for exhibitions, attendees and exhibitors are the key stakeholders. Understanding their reasons for participation and what they want to achieve is vital in delivering a successful exhibition. This is a good foundation to utilise when setting exhibition KPIs. Each of the listed indicators above has its own methodology for measurement. When assessing an exhibition’s KPIs, essential factors to consider include historic data, industry averages, the state of the economy, and environmental factors.

Skift Meetings and Webex published The Complete Guide to Event Data Strategy earlier this year, which shares some great best practice advice for designing your post-event surveys (among other things). One of their tips puts the meremeasurement effect to good use. This effect is defined by Pallav.io as: “Merely measuring the intent of a person to engage in a behaviour makes them more likely to act on it. More specifically, the mere act of measuring a person’s intent to buy a product will increase their subsequent purchase behaviour, if they hold a positive attitude about the product.” In the context of event attendance, if your survey asks attendees if they plan to attend your next event, the mere act of saying they will makes it more likely that they actually will! (Don’t forget to include the date of your next event, to help keep them on track.)

To download the full Skift Meetings and Webex report, go to: https://meetings. skift.com/reports/the-complete-guideto-event-data-strategy