Order 1368007: products and services

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3. REVIEW AND REPORT ON PROMOTIONAL ACTIVITIES 3.1 Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services

3.2 Assess effectiveness of planning processes to identify possible improvements in future activities

3.3 Collect feedback and provide to personnel and agencies involved in promotional activity

3.4 Analyse costs and time lines to evaluate the benefits accruing from the promotional activities

3.5 Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of promotional activities

3.1 – Analyse audience feedback and data to determine the impact of the promotional activity on the delivery of products and services

3.2 – Assess effectiveness of planning processes to identify possible improvements in future activities

3.3 – Collect feedback and provide to personnel and agencies involved in promotional activity

Feedback

As with many other areas of promotion, events or public relations that a company undertakes, feedback is now regarded as essential to make informed and future planning. It could be in the following forms.

In the case of promotional activity

Thank you for taking the time to complete this survey. Your feedback will allow us to improve our events in the future.

Please rate this event on the following:

Excellent Above Average Average Below Average Poor

Overall agenda Excellent Above Average Average Below Average Poor

Keynote speakers Excellent Above Average Average Below Average Poor

Informational presentations Excellent Above Average Average Below Average Poor

Networking opportunities Excellent Above Average Average Below Average Poor

Social events Excellent Above Average Average Below Average Poor

Excellent Above Average Average Below Average Poor

Entertainment Excellent Above Average Average Below Average Poor

Event location & venue Excellent Above Average Average Below Average Poor

Food served at event Excellent Above Average Average Below Average Poor

Promotional Event Feedback Survey:

Thank you for taking a few minutes to complete this survey about [Name of Event]. Your response will help us to plan future events. We appreciate your feedback.

Overall, how satisfied are you with the event?

1 2 3 4 5 Very Dissatisfied

Very Satisfied

How satisfied were you with the event’s registration process?

1 2 3 4 5 Very Dissatisfied

Very Satisfied

How satisfied were you with the event’s location?

1 2 3 4 5 Very Dissatisfied

Very Satisfied

How likely are you to attend a future event?

1 2 3 4 5 Very Unlikely

Very Likely

What did you like the most about the event?

What can we do to improve future events?

Additional comments or suggestions

Comments only

What were the strengths of the event? What did you find most useful or enjoyable?

Which parts were the least useful or enjoyable?

Comments and recommendations:

How did you hear about this event?

Would you like to hear about similar events in the future? If so, please provide your email address here:

Extracting the information is just as important as collecting it.

Assess effectiveness of planning processes

EVENT ITEM %

POSITIVE %

NEGATIVE %

UNCERTAIN ACTIONS

Overall agenda

Keynote speakers

Informational presentations

Networking opportunities

Social events

Entertainment

Event location & venue

Food served at event

Compare objectives with feedback results

EVENT ITEM BRIEF OBJECTIVE DESCRIPTION ACHIEVED NOT

ACHIEVED

Overall agenda

Keynote speakers

Informational presentations

Networking opportunities

Social events

Entertainment

Event location & venue

Food served at event

Communicating results to personnel and agencies involved in promotional activity:

Once the feedback has been gathered and extracted, there will be several areas of further communication required to complete the cycle.

Messaging

Before and after.

Advising stakeholders prior to the event with your intended outcomes will give them at the end of the event a comparison to base their own findings. If you are the only one who has knowledge of your objectives, the outcomes can be suspected as being clouded.

You don’t need to advise a Business Plan; the key points you want to convey is sufficient.

Distribution of the results. There are several methods you can use to get the word out:

The very basic includes emails and faxes, but it’s one dimensional and sometimes gets misunderstood, particularly if the feedback is negative.

What is the most effective format in which to communicate the message: text, video or multimedia?

The more detailed your reporting, the more effective your communications will be. News releases are good for positive reporting and if it’s suitable, you can do this publicly. This will likely increase your chances of it being picked up by other agencies and spread wider. Technology such as Blogs and Tweets can be interesting to some stakeholders who embrace this method. It is becoming more acceptable than a standard press release distribution.

more and more for business feedback distribution; however, they are also public platforms and can be open to criticism which also can get picked up and distributed.

Basic items to use in communicating results to personnel and agencies involved in promotional activity include the following:

A solid media list should be in place. Media lists can be created from within the organisation or you can obtain

them online. Expert sources or contractors. Individuals within the company who can then discuss the feedback and relate

to future changes. Selected online networks which can also connect your with industry experts. Blogs offer a forum for you to voice your feedback should that be the desired

option.

3.4 – Analyse costs and time lines to evaluate the benefits accruing from the promotional activities

Analyse costs and time lines

Review: 1.4. Ensure that time lines and costs for promotion of activities are realistic and consistent with budget resources.

Summary: Define your objectives. What do you hope to accomplish? Can I afford it? Is the overall budget impacted? Create a follow up or feedback sheet to be completed at the event or online

at a later stage.

Using the event information

Depending on the type of promotion, there are varying ratios to express success based on industry expectations and your expectations.

Once you have completed a promotional event all factors should be recorded and the data compared against these standards to rank the results.

You will also need to compare your costs associated with the campaign versus the net results to determine your ROI (return on investment).

Ultimately, this should be the measure as to the success and effectiveness of a promotion.

Evaluate the benefits accruing from the promotional activities

Costs /Budgets:

These are fairly obvious assessments as they can be expressed in bottom line results or either profit or loss; however, there are areas within the budget results that may indicate a ‘benefit’ if not the overall result.

For example:

Revenue: Sponsorship was up from last year Lead generation was higher than previous years.

Expenses: Speaker costs were down Transport costs were lower than previous years.

The analysis of each line item in a budget will help you assess individual benefits that you could further concentrate on for the same or similar event or promotional activity in the future.

Know the objectives of the promotion: Pre determine how you will measure the success of the promotion.

Make sure your methods used can measure those objectives. Have a means to track each promotional aspect or area so that you can

attribute results to the right department or area. Consider the long-term with any promotion as a well executed promotion can

have a residual positive impact for future planning.

Assessment tools:

Promotional Activity

Cost Review / Budget results

Comments

Evaluation form – event organiser

Activity Name:

Location and Date:

Event Details: Name of Event: Date: Location: Event Objectives: Brief Description of the Event:

Event Promotion: Methods used to promote event (indicate all that apply)

Mail-out Posters Brochures Newspaper adverts Radio adverts

TV adverts Website Newsletter adverts other networks

Expected number of participants: Actual number of participants:

Media Attendance:

Were the media invited to the event? Yes No

Media Attendees Names

Radio

Newspaper

Magazine

Other

3.5 – Prepare conclusions and recommendations from verifiable evidence and provide constructive advice on future directions of promotional activities

From the promotional event analysis form above, there would be a natural flow to reach some conclusions and to then provide those stakeholders with constructive advice for future promotional events. You can use many formats, such as face to face, emails or other reporting mechanisms.

Using a flow on format from the data you collected is a good idea as it gives you first hand reference back to the verifiable evidence you are commenting on.

Constructive Advice

What worked well

What could be improved

Recommendations

Timing

Choose your words

Start with the positive

Be descriptive and talk about the facts

Collaborate to come up with ideas for improvement

Hints on providing constructive feedback

Timing: Make sure the time is right. The sooner the better, but if you’re upset about the situation – or your employee is – take a time-out.

Choose your words: The way you say something can have a great impact on the receiver. Depending on your choice of words, you can establish positive feedback without a hostile environment.

Start with the positive: Positive feedback acknowledges good contributions and work well done. Give specific examples of what the receiver did well. Doing so is more meaningful than just a general “Good job!”

Be descriptive and talk about the facts: When giving constructive feedback, discuss what happened, not how you feel about what happened. Focus on the situation, describe it, and stay objective. Give a reason why it’s an issue and state the impact it had on the rest of the staff, the organisation, or the customer.

Collaborate to come up with ideas for improvement:

It’s not up to you to come up with all the solutions by yourself – although you can offer suggestions that you think would be helpful. Make a point of involving the recipient in this crucial part of the feedback process. This way, the recipient has some ownership and involvement in decision-making, which will result in a greater commitment to see that it’s implemented. Working together finds better ways of improving the situation and will likely create a solution that is acceptable to both of you.

Activity 3.1

1. Discuss these FIVE areas in SUMMARY detail to fully appreciate the range of options. a. Analyse audience feedback and data to determine the impact of the

promotional activity on the delivery of products and services b. Assess effectiveness of planning processes to identify possible

improvements in future activities c. Collect feedback and provide to personnel and agencies involved in

promotional activity d. Analyse costs and time lines to evaluate the benefits accruing from the

promotional activities e. Prepare conclusions and recommendations from verifiable evidence and

provide constructive advice on future directions of promotional activities