The event report should include an executive summary that is a concise version of the more detailed full report. Think of the executive summary as being like an introduction.   You could create two reports – an executive summary designed for people who have some interest in the event’s outcome, and a more detailed fuller report for people actually involved in setting up or sponsoring the event. In the executive summary, you want to boil down and focus on the key objects and results. The executive summary should be brief – just one or two pages. It should summarize the key elements delivered by the event, and it should include a brief interpretation of the data. It’s often more effective to offer a chart illustrating statistical trends, instead of just presenting readers with a bunch of numbers.  If the event included a new product, you could present a photo of it.  Photos of the actual event could help illustrate the event report. Try to get photos of sponsors’ exposure on the site to document it for the report. Again, this is a task that can’t wait until after the event. Samples, reproductions, and other on-site examples are good to include. Report the number of people who received sponsor coupons, etc.  Document both on-site and off-site exposure generated by the event, in the media, to the audience, for sponsors. You want to assess the media that was generated compared to the objectives outlined.  Focus on print ads and articles in which sponsors’ names and ads appeared, in addition to gathering circulation figures and advertising rates. Document television advertising, public service announcements, ratings and rate card values, and news coverage. Don’t forget to document radio, rate card ads, values for ads and promotions, audited reports, and so on. It’s really important to link the event’s objectives with its results, so make sure that you include a reminder of what the event’s original mission was and which goals were set.  You might include a listing of your event program. You should also discuss who the key participants were in the event at some point. Keep these sections brief, though. Make sure to spend the most time listing and discussing the specific key outcomes of the event and matching them to the outcomes that were listed. Be realistic, and don't try to sugarcoat things that didn't work. It’s important to provide a detailed discussion of the event’s budget and what was actually spent (or potentially brought in). Make sure to include a comparison of budgeted expenditures versus actual ones, as well as highlighting things that worked well and areas needing improvement.  You should detail all costs, including marketing and promotional activities, staff expenses, and sponsorship costs. It’s a good idea to include a detailed budget. Financial managers and senior executives will want to see evidence that backs up conclusions. Include an accounting of revenue, such as fees, sponsorships, and exhibits.  But make sure that you compare revenues to revenue projections. Compared to what? That's a good question to ask. You don’t want a report that’s packed with only feel-good information. The number of people who attended is one statistic you should include. It’s a good idea to provide data that has a measurable aspect to it.  Other pertinent statistics and data can include the number of sales leads generated and the number of visitors to a specific booth. Providing data gives more credibility to the event report. Provide participant/attendee information. Include demographics, attendance figures, and audience research results (such as purchasing habits). Report on the number of people who respond to sponsors’ campaigns, as well as donations to charitable organizations. Document the economic impact and employee participation. Your report should include some statistics, but you also need human quotes to provide contextual feedback.  Gather quotes and feedback from participants and event team members so that the assessment of the event's successes and failures doesn’t come only from the event report’s author. It will be seen as more credible. Consider including third-party research as well. Placing a value on media exposure is one example of something a third party could research. Assess the space and set ups. You should spend some time assessing the effectiveness of the location and the set ups from the vantage point of others. Discuss how space was used by the conference, event, etc.

Summary: Write an executive summary. Include visuals in your event report. Document all advertising and media exposure. Include a statement of the event’s objectives. Include financial information in the event report. Include statistics that will be relevant to the readers. Have a qualitative element that contextualizes the data.


Most liquid and cream foundations are water-based, which means that they’re a prime breeding ground for bacteria. Concealers have similar formulas, so they can turn just as quickly. Using old, contaminated foundation and concealer can lead to breakouts, as well as more serious skin irritations. Old foundation and concealer usually don’t perform as well either. You can wind up a streaky finish and poor coverage if your products are too old. Powder products tend to have a longer shelf life than liquids and creams because they don’t provide a moist environment for bacteria and germs to grow. However, over time the small amount of water that’s in powder products evaporates, leaving them crumbly and difficult to use.  If you powder products are old, you may notice that they’ve become more firmly packed in their pans, so it’s harder to pick up any color when you dip your brush into them. Because they contain water, cream eye shadows and blushes should be tossed after 6 months to a year. They’re usually oil-based, which means that they also provide a good environment for bacteria to grow. Add in the fact that you’re constantly applying them to your mouth, and you definitely don’t want to hang onto your favorite lip products too long.  When you use a lipstick that’s past its prime, you may notice that it doesn’t glide on as easily as it used to. That’s because it has a tendency to dry out over time. When it comes to lip liners, you usually have up to two years before you have to throw them away. They typically have drier formulas than lipstick or glosses, so they aren’t as likely to breed bacteria. These products usually feature a large amount of waxes, which aren't as conducive to growing bacteria as other ingredients. However, because both are used around the eyes, you should be careful and get rid of them after 12 months to prevent irritation. If your pencils are the type that you sharpen, you can hang onto them for up to two years. That’s because every time you sharpen them, you get rid of the top layer of the pencil where bacteria is most likely to present. Just make sure to sharpen before each use, and clean your sharpener with alcohol regularly. Of all the makeup products that you own, mascara and liquid liner are probably the most likely to grow bacteria. That’s because the inside of their tubes provide a dark, wet environment that’s perfect for bacteria. Cream liners are always a problem because they usually come in jars that you have to dip your brush into, so they’re easy to contaminate.  Mascara, liquid liners, and cream liners become noticeably dry when they’re more than a few months old. Using old mascara, liquid liner, or cream liner can lead to a variety of eye irritations, such as redness and itchiness. In more serious cases, it may cause styes and even conjunctivitis, more commonly known as pink eye.

Summary: Throw away foundation and concealer after a year. Get rid of face powder, eye shadow, and blush after two years. Toss lipstick and lipgloss after one to two years. Purge eyeliner and brow pencils after a year. Switch up liquid eyeliner, cream eyeliner, and mascara after three months.


It is worth waiting until you have a few reviews (a minimum of five) before telling the world about it. (If you are planning to do a KDP launch, you must wait 30 days before you can offer it.) You can download your Kindle book in .mobi format from the KDP desktop, and email that to prospective reviewers. There are many review websites to which you can submit your book. Consider popular review sites dedicated to helping you get book reviews such as Kirkus Reviews, Kindle Book Review.Net, and Goodreads. It is acceptable for a small percentage of your reviews to be written by people you know. However, you should encourage friends and family to mention their connection at the bottom of their reviews. You should upload a new version if necessary. If not, you can add one.
Summary: Avoid the temptation to officially launch your book the second that it's available on Amazon. Use forums to offer free copies of your book in exchange for honest reviews. Submit your eBook to select review sites. Get friends and acquaintances to write a few reviews. Correct any errors brought up during the pre-launch phase. Ensure that there is a page for your book on Goodreads.