How do you know when you’ve had a success? What is it that we can measure to know exactly the impact our events have had on the audience and on the market. Why do we even run an event in the first place? If you do not know the answer to this simple question before you start to plan your next event, then you need to stop and re-evaluate everything you are doing.

There are many ways to look at an event or a conference and assume that we’ve had a really successful weekend. Is it because we have given away all the free t-shirts to the random people who walked passed our team? Is it based on the audience laughing at the right time during the twenty-minute presentation on the progress of your key orders? Or is it that you had over half of your supplier and customer base attend one of the sessions?

One of these will directly result in a change to your business and the other will just see some people wearing a free t-shirt.

It is the quantifiable data from events which mean you can argue for a bigger budget, longer sessions and more staff time for the next one.

Imagine if you could walk into your boss’ office and simply state that 73% of your department’s clients from Project A, had attended four or more of your sessions and engaged with 80% of your research. The stats alone should be enough to finally get your boss smiling, but you know they will love the next financial meeting where they can immediately explain the sharp rise in the figures and then they can shout out the very same stats to their boss.

It is the very definition of a no-brainer and all you need to do is to capture the data. Well, actually you don’t even need to do that as there is already excellent event planning software waiting for you to use, which will do all of the hard work for you and just leave you the time to memorise the stunning figures.

It’s up to you if you and your boss are happy having just given away your profits n t-shirts to randoms, then stick to what you are doing. If you’re not happy with that and you want to change then the solution is easy and right in front of your eyes.