Sponsors, exhibitors and boards each ask a different question after an event, and the answers depend on data you decided to collect before it began. A sponsor wants to know who saw them, an exhibitor wants leads and meetings, and a board wants attendance against target and what it cost. This guide sets out what to measure for each of them and how evenclo collects it.
Agree the measures before you sell
Write the measures into the sponsorship and exhibitor packages: qualified visitors, sessions sponsored, meetings arranged. A sponsor who agreed in advance that success means meetings with buyers reads the report differently from one who expected footfall.
Attendance is more than registrations
Report registrations, attendance and the share who came, split by attendee type, ticket and day. A conference should also report attendance for each session, because the sponsor of the afternoon track wants to know how many people sat in it. evenclo records check-in at the door and at each session, and reports in the venue’s time zone so the hours match what happened in the room.
Leads and cost per lead
For each exhibitor, count leads scanned, product enquiries and meetings held, and divide what they actually paid by their leads. Use the price paid, since a stand sold at a discount should not show a cost per lead the exhibitor never had. Where a stand has no leads, say so plainly; a cost per lead of zero reads as free leads. evenclo produces this for each stand and for the whole floor, and exhibitors see the same numbers in their portal.
Feedback from the people who came
Send the post-event survey only to people who attended, within a day or two while they remember. A survey sent to everyone who registered mixes in views from people who never came. Ask the same few questions every year so the results compare: an overall rating, the most useful session and whether they would come back. A question on whether they would recommend the event is easy to compare across editions.
Send the report while it matters
Send sponsors and exhibitors their reports within two weeks, before the rebooking conversation. Include the lists they are entitled to, in a format their CRM can import, and keep the summary to one page for each of them. For the board, put attendance against target, revenue against budget and the cost per attendee on the first page, and leave the detail for an appendix.
Common questions
How do you calculate cost per lead for an exhibitor?
Divide what the exhibitor actually paid for their stand and package by the leads they captured. Leave it blank where there are no leads instead of showing zero.
When should a post-event survey be sent?
Within a day or two of the event, and only to people who attended, so the answers come from people who were there.
What should a sponsor report include?
The measures agreed in the package, attendance for the sessions and areas they sponsored, leads or meetings where relevant, and the lists they are entitled to.
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