As industry membership associations and trade show organizers find ways to address lost revenues from the postponement of in-person events, many are turning to virtual experiences. Some are doing so with success, but others aren’t quite sure of their results.
87% of industry trade organizations that have hosted virtual events said they were successful. However, the definition of success is unclear, as 39% did not set an official goal. Without setting clear goals for virtual or hybrid conferences and gatherings, associations cannot understand whether their approach is providing value for their members and partners.
To help understand whether your next virtual conference is a success, let’s review the top key performance indicators (KPIs) that measure the attendee and exhibitor experience during an industry trade show or membership association conference.
Example Goals for An Industry Association Online Trade Show
An industry association trade show involves two very unique audiences, each with different goals: your attendees and your exhibitors. Here are suggested KPIs for each audience, plus a few general event KPIs that can measure your event’s overall impact.
Attendee Satisfaction Goals for Trade Shows
Your association members or trade show attendees should be the primary focus of your event experience. How can you provide value to your attendees, connect them with the best resources to help them succeed, and foster long-term growth for them within your community?
Naturally, your team should focus on building an exceptional event agenda that directly addresses the needs of your membership. But to measure if your event was a success, we recommend focusing on these markers of the attendee experience:
- Attendee satisfaction. Conduct a post-event survey to understand your attendee satisfaction and, most importantly, whether they feel the event met their needs as an association member. Use these survey findings to develop an engagement plan to delight your association members after your event is over.
- Connections made. If your virtual event platform allows it, assess how many messages attendees exchanged with each other during the event.
- Conference material downloads. How many attendees downloaded assets from your conference platform? Examine download data before, during, and after your event to understand how long attendees engage with the event content.
- Educational credits awarded. Assess the success of your event training and certification programs by measuring the total number of educational credits awarded. You can further explore this metric by reviewing the number of attendees who received educational credits and the average educational credits awarded.
- Net Promoter Score (NPS). How many attendees would recommend the event to a colleague? Add a question to your post-event attendee survey to understand your event NPS.
- Next-year registrants. Host a flash sale for next year’s event tickets at this year’s price during your event. Monitor how successful this sale is to gauge whether your event experience generates immediate excitement for next year.
- Total attendees. How many people attended your event, in-person and online, and how does this compare to your year-over-year figures?
Exhibitor Satisfaction KPIs for Industry Events
Event exhibitors and sponsors are a vital part of industry trade show experiences. If you fail to meet their needs, they may quit supporting your event—which could be a major miss for your attendees.
Stay ahead of any potential exhibitor or sponsor dissatisfaction by tracking these KPIs:
- Number of sponsors/exhibitors. Is your team growing its network of exhibitors and sponsors? Or has this number declined year-over-year?
- Number of visitors to each booth. Regardless of whether the number of event sponsors grows, you need to ensure your attendees engage with these sponsors and exhibitors. What is the average number of booth visits? What does this data show about the type of exhibitors you should approach for your next event?
- Number of downloads of vendor collateral. Exhibitors and sponsors need to understand the quality of interactions they had with visitors. So check how many times attendees downloaded collateral from vendors, such as information sheets, product guides, or ebooks.
- Number of attendee meetings scheduled. How many attendees scheduled meetings with exhibitors?
- Number of qualified leads. What is the average number of qualified leads that your vendors gained by attending your event?
General KPIs To Determine Virtual Event Success
Beyond your attendees and exhibitors, your team should measure additional KPIs that showcase your more significant event impact. For example, was the event well-received by the media? Did you spark conversations on social media? Are you continuing to find new, diverse speakers?
At a minimum, we recommend tracking these trade show KPIs to assess your event success:
- Diversity of speakers or exhibitors. Ideally, your industry trade show community should reach new people and companies each year. As you build your event schedule and series of activities for your conference, assess how many speaker or exhibitor submissions you receive from individuals or companies that have previously expressed an interest in partnering with you on your event.
- Social shares/chatter. Monitor social media for posts about your event, and track the number of times that attendees used your event hashtag on social media. Ensure you have team members ready to support your event on social media, including answering attendee questions, encouraging user-generated content, and engaging with attendees.
- Press attendees. Did any members of the media attend your event?
- Post-event blog posts and press coverage. What content did people create about your event?
Choose a Virtual Event Platform with Built-In Reporting Capabilities
Each of the above sets of KPIs is simply a starting point to help your team refine its virtual or hybrid event strategy. We recommend you connect with individual event attendees, exhibitors, and sponsors to discuss their feelings about your event and ways to improve their next experience.
In addition to these one-on-one conversations, you will find that your event platform will either greatly help—or significantly hinder—your ability to uncover the KPIs you need.
We built Social hour to make it easier to track event metrics like total attendees, maximum concurrent attendees per session, how many attendees interacted with each other, and more. Learn why our customers say we’re an ideal platform for virtual industry membership association or trade show events.