Question

Topic: Advertising/PR

Seminar - Key Metrics

Posted by Anonymous on 6/18/2008 at 1:30 PM ET 25 Points
Hi guys,

Planning a seminar for the first time. Have been trying to research benchmark metrics (conversion rates, etc). Couldn't find any... Any advice regarding setting target metrics based on experience or established benchmarks?



Thanks,

V.

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RESPONSES

  • Posted by melissa.paulik on 6/18/2008 at 3:05 PM Accepted
    Are you asking about benchmark metrics for the seminar or is the seminar itself about metrics?

  • Posted by warnerc on 6/19/2008 at 11:34 AM Accepted
    A quick clairifcation might help: is this a LIVE, IN-PERSON seminar or an ONLINE seminar?

    I my organization (a B2B software company), we use the following benchmarks for ONLINE seminars:

    1. Click-through rates (from the email invitation to the webcast registration page): ~3-6%.
    2. Attendance rates for those that registered: 40-60%.
    3. Retention rate (i.e. do attendees stay for the entire seminar): 80-90%.

    These rates have held up for us for over 2 years. I hope it helps!
  • Posted by steven.alker on 6/23/2008 at 7:53 AM Accepted
    WE do this for Euromoney Business Publications plc

    Set out the chain of events from an enquiry or cold contact to a prospect
    Write them all down and estimate the conversion rate you desire from step to step
    Measure you performance against each step
    Bingo! YOU have the metrics you seek and the sales pipeline.

    Your next task is to manage the effectiveness of each stage such that you optimise your close rates, conversation rates and eventual take-up. (See www.symvolli.com for some hints)

    Steve Alker
    [URL deleted by staff]
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