Was That a success? I Think So?

February 8, 2015

Often we get sucked into tracking the obvious measures of success for an event (e.g. Likes, Followers, Opens, Visitors, etc.). However, we should be asking ourselves, “Does this really matter to us?”  Do you really care if you have 10,000 likes on your Facebook page if those likes came from 10 year olds who will never attend your event? Probably not.

Keeping your business goals in mind will help you uncover the metrics that do matter to you. Do you just want live bodies in the seats or do you want engagement and interaction from the audience?  The number of attendees may not matter, but the number of questions and discussions started during a session could be very valuable in measuring the success of a session or guest speaker event.

Once you figure out what you would like to measure, you can put tools in place to capture this data.  Often we are so busy worrying about planning for an event, creating a marketing campaign or making a deadline that we never think about how we will know if the event is a success in the end. 

Thinking about this after the fact is too late. How to measure success should be discussed in the early stages of planning an event. Then the proper measurement tools and analytics can be put in place to track your predetermined success factors. 

However, tracking data doesn’t have to be a daunting task. If you are using event management software, a lot of data may already be collected about your exhibitor and attendee activities. You may be able to customize visual dashboards to show you how many exhibitors are updating their booth profiles, buying sponsorships and engaging with attendees. All of the collected data and dashboard summaries can provide insight on how your booth sales process, sponsorship sales and marketing campaigns are doing. 

Your system may also offer Google analytics tracking that can allow you to see where exhibitors and attendees are going on your website (and mobile app), along with how they are engaging on it.  This can be infinitely helpful in determining what type of content and tools are important to them.

There are many tools available for tracking data, including tools for tracking all of your social media activity. Determining what specific data will correctly measure your event’s success is crucial when it comes to selecting the best event management solution.  Make sure this is an essential step when setting your business goals.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact