A Failure to Plan Is a Plan to Fail

Prior to committing to an event, list your goals and objectives.

  • Who is your ideal client avatar (ICA)?
  • What are their issues? What solutions can you offer?
  • How much are you willing to spend for one ICA?
  • Do you have the time and energy to commit? What impression do you want to leave?


Immediately following the event, put aside time for a thorough post mortem.

  • Return on Objectives
    • Event Revenue including but not limited to books, products, services
    • Email contact list
    • New referral partners and strategic alliances
    • New client follow up-Are they ready to commit?
  • Return on Opportunities
    • Save the dates
    • Future event registration
    • Engage with new contacts

Be clear and honest when determining your Return on Investment (ROI) for a show. Did you move the needle?