Enjoy this week’s guest post from conference production designer, Maxwell Donovan, and learn how to measure engagement at your event.
According to Adstage, 68% of business-to-business marketers utilize in-person events to aid lead generation. This is because personal connections and dedicated planning are great ways to attract more businesses to work with your company.
However, not every event is a sure-fire success. That’s why these proceedings take careful planning. Every detail has to be considered to ensure that what the company’s planning goes off without a hitch.
With all that planning and hope for victory, it’s essential to remember to gauge that performance through engagement.
The better an event fares, the more business will be conducted and the higher profits will be.
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To make sure that the company achieves this, these are some of the standards to consider.
Pay Attention to the Audience
During an event, one of the best ways to check engagement is to pay attention to audience behavior. Are they on their phones or paying attention to the speaker? Do they simply watch the event or is there participation in a form like questions? When B2B conferences are marked by participation, conversation, and attention, it’s more likely that the event-goers are engaged in what they’re experiencing.
Pay Attention to Drop-Out Rates
An event can be likened to a party. If the party is good, attendees tend to stay as long as possible. On the other hand, parties that are less appreciated will leave the host watching their guests shuffle out early.
As the event goes on, watch to see when people leave. If they stay to explore new business opportunities until the final moments of the event, planners can typically breathe easy knowing that some people were very interested in new business opportunities.
It’s not a good sign if attendees are leaving early on. Only staying for the length of a speaker’s seminar or cutting out shortly after introductions aren’t positive signs from an audience.
Some companies opt for extra incentives to keep attendees around longer to increase the chance of successful engagement. These usually include complimentary features like WiFi or novelty tactics such as raffles at the end of the event.
Watch Post-Event Website Traffic
There are plenty of ways that business can gauge how involved a crowd is at an event but the results afterward matter immensely. One of the best ways to track post-event engagement is to keep an eye on the business’ website traffic analytics.
This is an important step because no matter how great an event is, it’s the period afterward that makes a difference in profit. It can help to set a goal for the company during the planning period for the event. Then, after the event is over, the analytic results can be compared to the beginning goal to gauge success.
Use Social Media
Social media is something that can be used to surround the event to get an idea of attendee’s moods regarding the process as they go through it.
In the modern era, not many things are kept quiet. This is partially thanks to the public draw of social media. Now, whether out of an expression of support or simply to give daily insight, many individuals and companies use social media to share what they’re doing. This includes mentioning exciting, fun, or particularly lucrative events. Even if they aren’t talking about the event itself, increasing attention to mention a business by its brand is a victory.
The engagement during its occurrence and the rising engagement with the business after are the goals of any B2B event. Paying attention to signs like the ones discussed here are ways to see real time, public feedback on a business’ event and gauge how well it went.
Maxwell Donovan works in the Conference Production industry. His prime errand is to discover the right group of delegates for the gatherings and different business meetings. You can find him at Twitter, Facebook and this page.
The post How to Measure the Level of Engagement at Your Event appeared first on Melissa Forziat Events and Marketing.