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A hashtag allows you to follow and identify all activity around the hashtag and the event, making it a useful tool when measuring social media presence.

Create an event hashtag and incorporate it into all marketing initiatives.

Objective: Increasing social media presence and engagement Define your target market and approach the proper businesses with high value and engagement opportunities. Sometimes the end goal is not more exhibitors and sponsors, but better quality ones with increased revenue opportunities.

Define your target market and approach targeted sponsors and exhibitors.

Not only will this allow you to increase cash flow for the event, but it will help with overall marketing tactics.

Offer sponsorship deals, special promotions and/or incentives for sponsors to sign early on.

Get creative! Offer unique and attractive sponsorship packages to entice repeat and new businesses to contribute to your sponsorship initiatives and increase the overall revenue of the event.

Objective: Increasing sponsorship/exhibitors

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If you record attendee details correctly on the registration site or during the on-site process, the chances of properly identifying attendees, following up with them for future business, adding them to your mailing lists, etc., allows for greater prospecting and recording of data. Capture the right information for future increased attendance.Effective online technology also leaves less room for error when tracking final attendance, therefore allowing for more accurate historical attendance patterns. User friendly registration sites can help encourage guest registrations.

Use effective online registration tools for increased attendance and better attendee tracking.Also identify others who are not on the invite list but may benefit and/or be interested in the event. Look for patterns on those guests who are being invited but not participating and engage them. Track invite lists and compare them year to year.Increase the budget! Although not always possible, if you find yourself planning an event that consistently comes over budget because of added expenses, try convincing the client to increase the budget and set realistic expectations of what can be achieved within that number.If the budget is dependent on event revenue, finding ways to increase or expand revenue opportunities and quantifying these can help justify expenses and balance the budget.Sometimes a net amount of savings may not be feasible, but preventing costs from going up and the budget from increasing can be just as, if not more, valuable. Compare year after year budgets and reach concessions with hotels and other suppliers.Don’t just show the client that you saved them money, show them where and how you saved it and how it will impact the bottom line. Track negotiated cost savings for a great value-add.Develop an accurate estimated budget and consistently track spending throughout the event process to allow for increased cost saving opportunities and control overspending.The following examples will serve as a small guideline for the multiple ways of measuring event success, and hopefully help your clients better understand the positive net effects of their investments. We as industry professionals are constantly being asked to measure the success of events, but there are several ways of doing that according to the objectives of the event. The success of an event can be defined in many ways whether by number of attendees, information retention, cost savings, new customers, attendee engagement, negotiated costs, etc. Decision makers want to see the significance of the money they are investing, and that is when event professionals can add even more value, by showing the results, proving the success, and impacting the bottom line. This time around, people are spending the money, but they are much more aware and conscious about where the money is going and how it is being spent. We have come a long way since the recession, and the event industry has started to boom once again. All of a sudden, measuring the ROI and the overall quantifiable success of events became a top priority in order to show the real value of face to face meetings and their positive effects on the bottom line.

Then more than ever, event industry professionals had to consistently prove their value and the value of business events to executives and decisions makers. Companies went from having lavish parties and extravagant events to cutting down to the bare minimum. After the 2008 recession, the events industry took a major hit.

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