23. How will you measure the results of the event?
Let’s go back to question 1 on why you exhibited. This should help answer the best way to measure your events success. Brand awareness can be measured in a few different ways, but it is not always concrete measurable numbers. You can send out a survey, look at the website traffic, look at search volume data, or use social listening. This is great information to have, but how do you measure how this affects your ROI?
If you do measure brand awareness, you may also be interested in also measuring the number of appointments completed or leads generated. Measuring revenue based on the leads from the show can be tricky depending on your sales cycle. You may have met someone at the show, but if you have a longer sales cycle you may not close with them until 7 months later.