Event Planning - Event Management (Part VI)

Feedback loop and improving event quality

Event organizers often have a biased perspective, believing that the events they host are exceptional. While it is undeniable that organizers dedicate significant effort, planning, resources, finances, and passion to their events, it is crucial not to fall into the trap of thinking that there is no room for improvement. External praise and personal satisfaction should not lead to complacency in enhancing the event. Considering your work as "good enough" is a surefire way to maintain mediocrity.

Although it is important to take pride in your work, it is beneficial to adopt a mindset that there is room for improvement in your events. Continuously strive to identify areas that can be enhanced and determine how to achieve that.

One effective method to gather feedback and identify areas for improvement in your events is by engaging with your attendees. By having conversations with them during the event and specifically asking for feedback, you can receive valuable constructive criticism. While attendees may initially offer positive comments, encouraging them to share their honest opinions can lead to suggestions for enhancing the event. In fact, encountering a dissatisfied attendee can be beneficial as they may provide valuable insights into areas that need improvement. Addressing the concerns raised by one individual can have a positive impact on the overall event experience, potentially increasing attendance rates and revenue.

Additionally, you can collect further feedback post-event by distributing an anonymous survey to your participants. While many individuals tend to overlook such surveys, there are those who are willing to offer their input. To encourage more responses, ensure the survey is straightforward and user-friendly. Consider incentivizing participants by offering a reward upon completion, such as a discount for an upcoming event or entry into a surprise gift raffle.

While feedback can sometimes be painful, such as when I receive negative reviews of my book, I make it a point to carefully review each critique in search of constructive feedback that can guide me in making improvements for future editions. I regularly update the book with enhancements every year or two, with approximately half of the insights for improvement coming from readers' feedback. Although my aim is to provide readers with a 5-star experience and receive 5-star ratings, I acknowledge that there is always room for improvement, and my objective is to continuously enhance the book. The same principle applies to organizing events. In essence, rather than letting negative feedback dishearten you, use it as a valuable tool and source of motivation for ongoing improvement.

At times, issues with your event may arise that require attention but remain unaddressed. For instance, if incorrect marketing strategies are pursued or excessive amounts are spent on venue or catering, these mistakes may go unnoticed by customers. Similarly, using the wrong type of napkins, while seemingly insignificant, can still impact the success of your events. Therefore, it is essential to seek feedback and guidance from sources other than customers. One effective approach is to seek input and evaluation from a mentor or coach with experience in organizing successful events. Such individuals can readily identify mistakes and provide valuable direction. Another suggestion is to assign a staff member to observe the event and its operations to gather improvement ideas, rather than focusing on a specific task. Additionally, having an impartial staff member collect feedback may encourage attendees to provide more honest and constructive criticism, as this approach may be less intimidating than approaching the main event organizer.

Finally, you have the most in-depth knowledge of the events' specifics. It's essential to be self-reflective and impartial. While it may be challenging, through thorough self-evaluation, you will uncover numerous areas for improvement. Consider if you would find the event enjoyable as a participant. Is it worth your time and money? How could your experience be enhanced? What elements are lacking? What steps are necessary to achieve that? What would entice you to attend a similar event in the future?

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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