Want to make sure your corporate event delivers?
Auditing your event is the best way to ensure your investment pays off, that attendees have a positive experience, and that it aligns with your business objectives.
Not only does this process highlight successes, but it also provides valuable insights to help you refine future events.
Get a free event audit with a customized action plan covering budget allocation, agenda optimization, location recommendations, and more.
Now, let’s dive into the step-by-step process of evaluating your event across these nine key areas:
1. Arrival experience.
First impressions matter. The arrival process sets the tone for the rest of your event, so it’s important that your attendees feel welcomed, informed, and stress-free.
Key questions:
- Was registration easy and well-communicated?
- Was there a clear FAQ to guide attendees?
- Was it easy for attendees to navigate transportation from the airport?
- Were hotel check-in processes smooth, and did the front desk staff have event details?
- Was registration clearly marked and easy to find?
- Were attendees able to pick up their badges quickly?
- Was the agenda clearly posted in the event space or on an app?
- Were there welcome amenities (branded room key, gift bag, or digital greetings)?
How to improve:
- Enhance event signage and wayfinding.
- Train hotel staff to answer event-specific questions.
- Reduce registration wait times with digital check-ins.
2. Event staff.
Your event staff are the face of your event. Their attitude and efficiency can make all the difference for event attendees.
Key questions:
- Were staff members welcoming and knowledgeable?
- Were there enough staff to assist attendees?
- Did the staff appear calm and prepared?
- Did they go above and beyond to create a special experience?
- Would attendees notice if something was going wrong?
How to improve:
- Provide better training and preparation.
- Ensure sufficient staff coverage at key locations.
- Encourage a positive and welcoming attitude.
3. Branding and signage.
Your event branding should be clear, professional, and consistent throughout all touchpoints.
Key questions:
- Was there sufficient signage for navigation?
- Was sponsor branding visible and professional?
- Was there a consistent look and feel across materials?
- Was it clear which company was hosting the event?
- Were branded elements modern and engaging?
How to improve:
- Upgrade signage for better visibility and cohesion.
- Utilize reusable branded materials to maintain consistency.
- Ensure all signage aligns with your brand’s message.
4. Agenda and flow.
A well-planned agenda keeps attendees engaged and ensures a smooth transition between sessions.
Key questions:
- Was the schedule clear and easy to follow?
- Were networking opportunities available?
- Were there enough breaks and meals?
- Was there too much downtime?
- Were session spaces comfortable and accessible?
- Were attendees engaged in the content?
How to improve:
- Balance session length with breaks.
- Provide clear access to agendas via an app or signage.
- Offer interactive formats like Q&A or panel discussions.
5. Production and A/V.
Great production keeps attendees engaged and makes sure your message comes across clearly.
Key questions:
- Could attendees see and hear clearly in all rooms?
- Was the event space visually impressive?
- Was music or background sound used effectively?
- Were speakers trained and prepared?
- Were slides clean and easy to read?
- Was the show well-produced, even in breakout spaces?
How to improve:
- Test audiovisual quality before the event.
- Provide speaker training and support.
- Use an MC or "voice of god" to maintain energy.
6. Food and beverage.
Food and beverage (F&B) is one of the most talked-about elements of any corporate event.
People love food—it brings them together, sparks conversations, and creates natural networking moments. F&B is a key part of the attendee experience, yet it’s often one of the most overlooked components.
Key questions:
- Was food readily available between sessions?
- Was seating comfortable and accessible?
- Were bars easy to reach during evening events?
- Were dietary restrictions accommodated?
- Were food stations well-organized and easy to navigate?
How to improve:
- Improve food service speed and organization.
- Ensure clear signage for allergies and dietary options.
- Offer a variety of seating and networking spaces.
7. Sponsor & exhibitor experience.
Sponsors and exhibitors play a crucial role in event funding and engagement. Their experience should be seamless and rewarding.
Key questions:
- Were attendees engaging with sponsors/exhibitors?
- Was the exhibit hall easy to find?
- Were sponsorship opportunities clearly visible?
- Were exhibitors active and present at their booths?
- Were there interactive sponsor activations beyond standard booths?
How to improve:
- Design exhibitor spaces for better engagement.
- Offer more interactive sponsor opportunities.
- Ensure sponsor branding is clear and visible.
8. Attendee experience and engagement.
Ultimately, your attendees’ experience defines the success of your event.
Key questions:
- What feedback did attendees give?
- What complaints or confusion arose?
- Were all sessions well-attended?
- Were there unexpected challenges or issues?
- Did the event encourage networking and engagement?
How to improve:
- Gather and analyze post-event feedback.
- Adjust the agenda to better suit attendee preferences.
- Implement real-time communication to address concerns on-site.
9. Overall event impact.
Taking a step back, how did your event perform as a whole?
Key questions:
- Was the first impression positive?
- Did the event align with brand goals?
- Were all logistics well-executed?
- What are the biggest areas for improvement?
- What were the standout successes?
Next steps:
- Identify quick wins for the next event.
- Document feedback and lessons learned.
- Communicate findings with your team and partners.
Get your free event audit.
Want to ensure every detail of your conference or corporate event is covered?
Fill out our quick form for a free event audit and receive a customized action plan tailored to your event’s success.
Your audit includes:
- Budget allocation: Identify possible areas of savings or re-allocation to get the most out of your event.
- Agenda optimization: Review your main session, breakout sessions, networking opportunities, flow, content, and more. Compare to the latest trends in event design and find ways to improve attendee engagement.
- Supplier contracts: Identify potential areas to adjust your contracts or find savings.
- Location recommendations
- Strategy recommendations
Conclusion.
A thorough, structured event audit helps you refine and improve future corporate events.
It highlights successes and identifies areas for improvement, whether it's an internal meeting or a large-scale conference.
By evaluating the attendee journey, staff performance, branding, agenda, production, and more, you can create a more engaging and successful experience for your attendees.
Want expert help in auditing and improving your corporate event? GoGather specializes in event strategy and execution—let’s talk about how we can make your next event even better.