How do you measure the effect of a dealer event?

Question

Accepted Answer

Measure on three timescales. Immediately: send a 3-line feedback question to every participant 48 hours after the event. Short term: measure sales of the products or services from the event. Compare the three months after with the three months before. Long term: a year later, look at dealer loyalty (churn rate) and growth per dealer. The effect of a good dealer event is usually only visible after months. If you don't measure, you'll never know whether it paid off.