The end of your event doesn’t mean the end of the event lifecycle. In fact, the end is arguably the most impactful part of the event, as that’s when your event analysis begins.
Without analysing the performance of your events, you won’t be able to optimise for the future. This analysis requires insights, survey results, and more. An event report should be a key step in your event management process.
What is an event report?
An event report can have many forms, but the purpose is the same: to measure event success.
The format can vary: it can be a report, a presentation, or even an email. The most important aspect of event reporting is to provide stakeholders with data on how the event met (and hopefully exceeded!) event goals.
Your event report can be considered the follow-up to an event proposal. Where the proposal outlines the event’s goals and budget, the event reporting guide is the follow-up. It is a document that reviews the success and impact of your meeting or event and identifies growth highlights.
Why do event reports matter?
Post-event reporting proves the effectiveness of your meeting and events programme to the C-Suite and links your programme to your organisation’s objectives.
Create a standardised event report
Not all events are the same. From small internal trainings to multi-day conferences, each event seeks to accomplish a different goal. But, even with different event types, the process for planning and reporting on events largely stays the same. Standardisation can help align your meeting and event programs to improve them. It can also provide a common language to speak about event success that stakeholders will understand. Event reports should cover the same points regardless of the event, with slight variations here and there.
Benefits of an event reporting template
- Consistency across meeting and event planners
- Clear expectation of how to close out an event
- Standard language to explain success
- Cuts down on time spent creating a report from scratch after each event
Don’t get bogged down in the details - focus on growth highlights
It’s natural to want to include all event details about the event, but the purpose of an event report is to convey to stakeholders why the event mattered, what the successes were, and what challenges to review for next time. It’s not about the details but about the big picture.
That doesn’t mean that details don’t matter but take care when editing what goes in the report. If you want the reporting guide to be a complete account of the event, utilise an appendix. Keep the high-level information at the start and the complete list of all sessions at the back.
What to include in an event report
The hardest step is creating a template. We’ve broken down the basic sections that could be included in an Event Report. Remember, data and analytics factor into every aspect of the report. While we’ve outlined a way to organise your event thoughts, always include data when possible.
Target Audience
Before writing your event report, it’s important to identify the target audience. Each stakeholder will want to know something different about the event and will define event success.
The target audience won’t be included in the actual report but knowing from the start will help you understand who should be in post-event meetings and receive the report.
Your job is to make the event matter to each stakeholder. To do that, you need to understand their motivation and the language they speak.
Who will read this report? Identify individuals from different departments.
- C-Suite
- Sales
- Marketing
- Event Team
Event Name
Include the event name, date, and location.
Team
Who planned the event and what were their roles? Showing who managed food and beverage or who was in charge of scheduling staff allows stakeholders to direct questions to the correct individual or give praise. The team worked hard, give them credit for the jobs they did.
Mission Statement or Event Objective
The event objective and primary goals should have been identified before the event in the early planning stages. Pull them into the report early to refresh the team on the measures of event success. They will guide the rest of the event report and show success or identify areas of improvement.
Attendee Demographics
Show who attended the event. Was the audience you were targeting who attended the event? Include the target demographic and personas, the various types of personas (sponsor, exhibitor, attendee), and any other interesting data gathered during the event.
Event Agenda
Include a quick overview of the event agenda or consider including it in the appendix.
Budget
Everyone understands the language of money. While your event budget is not the primary indication of event success, it is important.
So, consider including an abbreviated budget that highlights the basics. Did the event stick to the budget? Did what the event make money? Include the full budget in the appendix.
Data and analytics: Numbers to include
Your event report can take any form. Whether you lead with big wins or an event summary is up to you. There is no right or wrong way. Creating a concise guide that is easy to skim is the key. We’ve identified some data points that can be included in your event report. These help to prove success across many departments and functions.
Attendance
- Final attendance numbers broken down by demographic
- Final registration numbers
MQLs/Pipeline/Bookings
- Number of qualified leads
- Pipeline or bookings attributable to event
- Insights on products/sessions/event of interest
Trade Show Recap
- Number of appointments scheduled and attended
- Number of leads scanned
- Foot traffic to booths
- Number of meetings per exhibitor
Event Marketing
- Number of people reached on social media with advertising value compared to prior year
- Number of visits to social profiles from event posts
- Number of new followers
- Total reach
Attendee Satisfaction
- % satisfied
- % attending the next year (if repeat event)
- Testimonials
Event Content
- Highest attended and lowest attended sessions
- Session scores and survey responses
Sponsorship
- Budgeting breakdown of sponsorship
- Increase from previous year
- Sponsorship satisfaction and desire to sponsor in the future
Sample Event Report
Your event report should work for you. Below is a sample Table of Contents with one way to organise an event reporting guide.
Sample Event Report Table of Contents
Title Page
- Event Name
- Event Date
- Event Location
Executive Summary
- Event Summary
High-level achievements
- Post-Event Recommendations
Introduction
Event Planning Team
Event Mission Statement or Objectives
Event Budget
Event Information
- Venue
- Accommodation
Agenda
- Content and Speakers
- Staffing
Event Marketing
- Email Marketing and Event Promotion
- Social Media Outreach
- Advocacy Programs
Sponsorship
Exhibitors
Future Recommendations
Appendix
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