Franchise conferences are more than just large gatherings—they are opportunities for franchise owners and corporate teams to connect, learn, and grow together. But how can you tell if your event was truly successful?
A great conference isn’t just about getting a high number of attendees. Instead, success comes from creating strong connections, providing useful insights, and ensuring that franchisees leave with the tools they need to improve their businesses.
This guide will walk you through how to measure your franchise conference’s success, the best ways to collect data, and how to use that information to make your future events even better.
Define What Success Looks Like for Your Franchise Conference
Success isn’t the same for every franchise event. While some companies may focus on networking, others may prioritize educational sessions or business growth. Identifying your key goals will help you determine how to measure success effectively.
Important Metrics to Track
Here are some common indicators of a successful franchise conference:
- Networking Opportunities – Did attendees build valuable relationships? Did they leave with contacts who can help their businesses?
- Return on Investment (ROI) – Was the money spent on the event justified by the benefits gained, such as increased franchisee engagement or sales growth?
- Franchisee Performance – Are attendees applying what they learned to improve their operations?
- Educational Impact – Were the sessions informative? Did franchisees walk away with practical strategies?
- Marketing Success – Have franchisees started using new marketing tools or techniques introduced at the event?
- Budget and Revenue Goals – Did the event stay within budget while generating enough revenue through sponsorships and ticket sales?
You don’t need to track every metric in detail, but focus on the top one or two that matter most to your business goals.
Set Clear Goals Before the Event
Before your conference begins, set measurable goals to help guide your planning. These goals will help you determine what to track and how to evaluate success after the event.
For example:
- Increase the number of franchisees using new marketing techniques by 20% within six months.
- Hold at least 100 one-on-one meetings between franchisees and corporate staff.
- Achieve a 90% satisfaction rate for educational sessions.
Clearly communicating these goals with your event planning team will ensure everyone is aligned and working toward the same objectives.
Collect Valuable Feedback from Attendees
Gathering feedback is one of the best ways to measure success. However, not all feedback is equally useful. While small issues like food quality can be noted, your main focus should be on information that helps assess your event’s key objectives.
Best Ways to Collect Feedback:
- Use Surveys – Design surveys with questions that align with your goals. Examples include:
- “Did this conference provide useful strategies for your business?”
- “How many valuable new connections did you make?”
- “What did you find most beneficial about the event?”
- Open-ended questions like “What would you improve?” can also provide great insights.
- Use Technology – Platforms like Cvent or Slido make it easy to distribute surveys and analyze results in real time.
- Gather Video Testimonials – Interview attendees on-site to capture their thoughts on the event. These can be useful for future promotions and provide immediate feedback.
Measure Networking Success
Networking is one of the most valuable aspects of a franchise conference. You want to make sure attendees are engaging with each other and making connections that will help their businesses.
How to Measure Networking Success:
- Track Attendance at Networking Events – Are people showing up and staying engaged? Or are they leaving early?
- Ask Attendees for Feedback – Did they find networking events helpful? Did they make valuable connections?
- Observe Engagement Levels – Take photos or videos of networking spaces. Do people look engaged in conversations, or are they standing alone?
- Use Event Apps – If you have an event app, track how many people exchanged contact information or scheduled meetings.
Evaluate Return on Investment (ROI)
ROI is a major factor when measuring the success of a franchise conference. While it can be challenging to measure, tracking the right data will help.
Ways to Measure ROI:
- Compare Costs to Revenue – Track all event expenses, including venue, travel, marketing, and logistics. Compare these to ticket sales and sponsorship revenue.
- Measure Business Growth – Did the event lead to an increase in franchise sales or renewals?
- Use CRM Tools – Link conference attendance to franchisee performance to see if those who attended had better results than those who didn’t.
For example, if your conference cost $1,000,000 but led to $2,000,000 in additional revenue from franchisees, then the event was likely a success.
Track Long-Term Impact
The success of a conference isn’t just about what happens during the event—it’s about what happens afterward.
Ways to Measure Long-Term Success:
- Send Follow-Up Surveys – Check in with attendees six months later to ask if they implemented what they learned.
- Analyze Performance Trends – Look at franchisees who attended the event versus those who didn’t. Did attendees experience more business growth?
- Monitor Engagement – Are attendees staying engaged with your franchise network after the event? Are they participating in follow-up programs or training?
Since franchise conferences are an investment in the future, tracking long-term results will help you improve each event and ensure continued success.
Final Tips for a Successful Conference
- Use Both Data and Personal Insights – Numbers are important, but personal observations and attendee conversations provide valuable context.
- Make Continuous Improvements – Use feedback from each event to make the next one better.
- Share Success Stories – Show attendees the benefits of participating by highlighting real success stories from previous events.
Are you ready to plan your next franchise conference? Let’s talk about how GoGather can help you create an event that delivers real value and lasting results!
