In-person events are coming back strong in Q3, so how do you get the most out of your conference investment?

Defining what success looks like is step-one for any marketing initiative. Here are the metrics we use at ScrappyAF to measure success for our clients when they attend, sponsor and exhibit at conferences and events.

For every conference that you pay money to sponsor, attend, or exhibit at, the best way to answer the question “was it worth it?” is with data.

At ScrappyAF we recommend setting goals for each of the measures above before the event to concretely define success for each area. Circle up with your team after the event, take a hard look at the numbers and decide:

  1. A) Rinse and repeat next year
  2. B) Revamp the strategy and try again next year
  3. C) Skip the event next year and allocate your budget in a different way

Are in-person conferences still worth it? Learn more to discover the most critical factors to calculate the ROI (Return on Investment) specifically for your company (put the link here to the other article – Was it worth it? How to Calculate the ROI of Sponsoring and/or Exhibiting at a Conference)


If you have other measures or tips for conference domination, we’d love to hear about them – drop in a comment below.  


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Closed business and new opportunities might dominate the ROI conversation for vendors that spend money on conferences, but there is a lot more to be gained at these events for those who know how.  At ScrappyAF we coach our clients on how maximize conference ROI by capturing hot industry intel for strategic positioning, solution road-mapping and competitor domination.

Here’s the basics:

If you send staff to a conference or tradeshow, set clear expectations for the intelligence you want them to capture.  Make sure each attending staff member understands their intel mission and how you expect them to go about achieving it.  Techniques include walking the floor, starting up conversations, attending conference sessions, asking questions, conducting surveys, talking with the event coordinators and tracking (and participating in) the event’s social media channels. Set a post event de-brief meeting to run through the topics and have the assigned team members deliver their reports.

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