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How do you measure the impact of event entertainment on attendees?

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Event entertainment is a crucial element of any successful event, whether it's a conference, a gala, a product launch, or a team-building activity. It can set the mood, engage the audience, reinforce the message, and create lasting memories. But how do you know if your event entertainment is having the desired impact on your attendees? How do you measure the return on investment (ROI) and the return on objectives (ROO) of your entertainment choices? In this article, we'll explore some methods and tools to help you evaluate the effectiveness of your event entertainment and improve your future decisions.

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Inna Kutsak

PR | External and Internal Communications | IT | B2B | B2C | Active CIPR member | Mentor at Prjctr Mentorship Platform
Tyler Weekly

Host at Applebee's Neighborhood Grill + Bar

1 Define your goals

Before you can measure the impact of your event entertainment, you need to define what you want to achieve with it. What are the specific, measurable, achievable, relevant, and time-bound (SMART) goals that your entertainment supports? For example, do you want to increase brand awareness, generate leads, educate your audience, foster networking, or celebrate a milestone? Depending on your goals, you'll need different types of entertainment and different ways to measure their impact.

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Tyler Weekly

Host at Applebee's Neighborhood Grill + Bar
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When it comes to Entertainment it depends on the crowds being the loudest cheers when it comes to the performing arts and measuring the education of all the musical arts programs in the community it actually does Generate larger scales of a Network Milestone

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Donna Segura

Entertainment & Sports Publicist | ICON Football Hall of Fame PR Director
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Surveys and Questionnaires: Post-event surveys can ask direct questions about the entertainment's enjoyment, relevance, and whether it met attendees' expectations. Social Media Monitoring: Analyze social media engagement and mentions to gauge attendees' excitement and the buzz created. Observational Analysis: Note the attendees' reaction during the event, such as their level of engagement, participation, and whether they are captivated or distracted. Net Promoter Score (NPS): Use NPS to determine the likelihood of an attendee recommending the event based on their entertainment experience.

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2 Choose your metrics

Once you have your goals, you need to choose the metrics that will help you track and evaluate your event entertainment. Metrics are the quantifiable indicators that show how well your entertainment is performing. They can be divided into two categories: output metrics and outcome metrics. Output metrics measure the direct results of your entertainment, such as attendance, engagement, satisfaction, and feedback. Outcome metrics measure the longer-term effects of your entertainment, such as leads, conversions, retention, loyalty, and advocacy. Depending on your goals, you'll need different combinations of output and outcome metrics.

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3 Collect your data

In order to collect data about your event entertainment, you'll need to employ a variety of methods and tools. Surveys and polls, such as those from SurveyMonkey, Google Forms, or Eventbrite, can be used to ask attendees about their experience. Social media platforms like Facebook, Twitter, Instagram, or LinkedIn can be used to monitor and analyze online conversations and reviews. Analytics tools like Google Analytics, Facebook Pixel, or Eventbrite Insights can track website traffic and conversions. Additionally, Eventbrite RFID or Event Farm can measure onsite behavior and movements. Lastly, testimonials and stories from attendees, speakers, sponsors, and partners can be gathered through platforms like YouTube, Vimeo, or Wistia to capture qualitative feedback.

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Inna Kutsak

PR | External and Internal Communications | IT | B2B | B2C | Active CIPR member | Mentor at Prjctr Mentorship Platform
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Measuring the impact of event entertainment on attendees boils down to collecting your data effectively. This involves gathering feedback directly from the attendees through surveys or questionnaires immediately following the event. I focus on questions that gauge their enjoyment, engagement levels, and whether the entertainment met their expectations. Additionally, observing social media engagement and mentions can provide insights into how attendees felt about the entertainment. Were they excited enough to share it online? Did it spark conversations? Analyzing this data helps in understanding the entertainment's success and areas for improvement.

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4 Analyze your data

To analyze your data, you need to use a framework that will help you organize, interpret, and visualize your data. The Kirkpatrick Model is one of the most popular frameworks for event evaluation; it consists of four levels that measure a range of different aspects. The first level evaluates how your attendees reacted to your event entertainment, such as their satisfaction and enjoyment. The second level measures what your attendees learned from your event entertainment, including their knowledge, skills, and attitudes. The third level assesses how your attendees changed their behavior as a result of your event entertainment, such as their actions and decisions. And lastly, the fourth level measures the results that your event entertainment achieved for your organization, such as its ROI and ROO. You can use tools like Excel, Google Sheets, or Tableau to create and display charts, graphs, tables, and dashboards to show off your data analysis.

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Rui Pedro Duarte

Strategic Alliances | Stakeholder Engagement | Revenue Maximization | Corporate Communications | Government Relations | Market Expansion | AI Diplomacy
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To effectively analyze your data, employing a robust framework is essential for organization, interpretation, and visualization. The Kirkpatrick Model stands out as a popular choice for event evaluation, offering four levels of assessment.

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5 Improve your strategy

To improve your strategy, you need to use your data analysis to identify the strengths, weaknesses, opportunities, and threats (SWOT) of your event entertainment. You can use a SWOT analysis to compare your actual performance with your expected performance and to find the gaps and areas for improvement. You can also use a SWOT analysis to generate ideas and recommendations for your future event entertainment, such as new formats, themes, genres, or performers. You can use tools like Canva, PowerPoint, or Google Slides to create and present your SWOT analysis.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure the impact of event entertainment on attendees?

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3

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5

6

1 Define your goals

2 Choose your metrics

3 Collect your data

4 Analyze your data

5 Improve your strategy

6 Here’s what else to consider

Public Relations

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How do you measure the impact of event entertainment on attendees?

1

2

3

4

5

6

1 Define your goals

2 Choose your metrics

3 Collect your data

4 Analyze your data

5 Improve your strategy

6 Here’s what else to consider

Public Relations

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