How do you measure whether a client event was successful?

Question

Accepted Answer

Not by how enjoyable the evening itself was. Measure on three things. Direct feedback: 48 hours after the event, send a short three-line question to all guests. Behavioural change: follow the contact with attendees in the three months afterwards. Is it increasing? Are new conversations coming out of it? Commercial effect: how many attendees placed a new order or expansion within 6 months? That last one is hard to attribute to the event. But if you don't try to measure it, you'll never know whether it pays off.