Image Impact
Studying the image impact of events is relevant for hosts and organisers seeking the highest possible economic and social impact.
For example, large audiences from ‘out of town’ who may become visitors in future, or local viewing audiences may be inspired to make positive changes to their behaviour in future, potentially benefiting both public and private organisations investing in events.
ASOIF Common Indicators for Image Impact, and their links to the UN SDGs:
(Click table to enlarge)
UNDERSTANDING EVENT IMPACT DATA:
Benchmarking for Better Insights
Interpreting event impact data to determine whether a study result is favourable can be challenging, especially without access to historical event data or comparisons from similar events. After reviewing over 20 event impact studies, our consultants have created a benchmark database to help clients contextualize and better understand their impact study results. When looking at the NPS results of these events, we found out that the majority range from +20 to +80.
What is Net Promoter Score? (ASOIF Reference Code: IM-EE2.2)
Net Promoter Score (NPS) is a widely used metric across different industries that measures customer loyalty and satisfaction based on a single question: “How likely are you to recommend [brand/product/event] to a friend or colleague?” Respondents answer on a scale of 0 (not at all likely) to 10 (extremely likely), and they are categorised into three groups:
- Promoters (9-10): Enthusiastic customers who are highly likely to recommend the [brand/product/event].
- Passives (7-8): Satisfied but less likely to actively recommend the [brand/product/event].
- Detractors (0-6): Customers who are unhappy and may share negative feedback about the [brand/product/event].
The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. A positive score indicates more promoters than detractors, while a negative score shows the opposite.
Factors that influence a good NPS for an event
- High-Quality Event Presentation:
Well-coordinated production: Events with elements such as large screens, clear audio, smooth transitions between activities, and eye-catching branding will be more memorable. A polished, professional presentation elevates the fan experience, leading to higher satisfaction and loyalty.
Side entertainment: Pre-game festivities, half-time shows and other forms of entertainment keep fans engaged and create a full-day experience beyond just the main action. - Exciting Atmosphere with Close Fan Proximity:
Fan proximity to the field of play: Being close to the action heightens the sense of excitement and connection, making fans feel more involved. The ability to witness pivotal moments up close generates an electric atmosphere, which can lead to enthusiastic word-of-mouth.
Energetic crowd: A vibrant and passionate fanbase can be infectious. When the energy levels in the stadium are high, it enhances the overall experience and creates a lasting impression that attendees are more likely to share. - Accessibility and Convenience:
Ease of access to the venue: Fans appreciate a hassle-free experience getting to and from the venue, which influences their overall satisfaction. Convenient access to the event through public transport, well-organised parking, and efficient entry/exit points play a crucial role.
Effective signage and communication: Clear directions, schedules, and communication about the event help attendees navigate the venue with ease, reducing frustration and enhancing their experience. - Comfort and Amenities:
Availability of food and drink: Offering a wide selection of reasonably priced food and beverages in easily accessible locations contributes to fan satisfaction. Long lines or overpriced options can negatively impact their experience.
Clean and comfortable facilities: Comfortable seating, clean conveniences and well-maintained common areas ensure fans can enjoy the event without physical discomfort. - Staff and Volunteer Interactions:
Helpfulness and friendliness of staff: The attitude of event staff and volunteers can make a significant difference. When fans encounter approachable, knowledgeable, and friendly staff, they are more likely to feel valued, which improves their perception of the event.
Efficient problem-solving: Swift and professional handling of any issues, whether related to seating, security, or questions about the event, ensures that fans have a smooth, enjoyable experience.
Whilst every event is unique, these are common aspects which can significantly enhance the fan experience, drive higher levels of satisfaction, and result in an increased NPS score for an event.
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