There are multiple criteria for evaluating the success of an event from the event organizers’ point of view. These are over and above ensuring perfect reach and interaction for the client by networking on-time & at lowest cost. The client – event-target audience fit should match the clients’ brand/product/company image and personality perfectly, keeping the target audience as the focal point.
This is a very critical evaluation point. Ensuring the profitability of an event such that there is maximum profitability with minimum mark ups is another critical evaluation point. Since resources are also a major constraint for event organizers, the resource management efficiency i.e., resources committed and span of time for which it stays committed – financial, human, equipment and infrastructure should be a minimum.
The number of staff and volunteers involved should be appropriate to offer quality service. Logistics and efficiency of event execution for ensuring smooth proceedings without unnecessary delays and damages is another critical success factor.
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Creating avenues for lead generation & its proper management during the event is a critical factor. Each and every completed event should generate more inquiries and these should be responded to immediately. Opportunities for exploitation of available synergies and expansion of services offered to client to keep strategic integration and diversification options open is also an important factor.
Since an event is essentially a one-off affair and any last moment problem can convert an exceptionally well-planned event into a disaster, all care needs to be taken during the event execution. Yet, another important critical success factor is the degree of localization or customization accommodated in the concept to suit the demographic and other variables of various places where the event is to be carried out.