The success of a relationship event can be measured in several ways. Not everything can be directly expressed in monetary terms, but there are clear indicators.
Quantitative: attendance rate (aim for 60–70%), Net Promoter Score after the event, number of follow-up appointments resulting from the event, customer retention rate in the months following the event, and any new business or cross-selling opportunities.
Qualitative: the atmosphere and energy during the event, the quality of the conversations, spontaneous feedback from business contacts, and whether the event is being discussed within your guests’ professional networks.
Tip: Send a brief survey to your guests within 48 hours. Keep it to 3–5 questions. And schedule a follow-up meeting with your key contacts within two weeks: the event is the start of the conversation, not the end.