Ticket sales are important – no argument there. They keep the lights on and the snacks flowing. But if that’s the only metric you’re looking at, you’re missing the real magic that makes an event unforgettable. The good news? There’s a whole world of wins that show your event is hitting its mark, long after the tickets are sold. In this blog, we’re breaking down the 5 top ways to measure event marketing success beyond ticket sales. Keep reading to find out more.
1. Community: Your People Are Everything
It’s one thing to sell tickets. It’s another to create a crowd that comes back, talks about you to their friends, and genuinely feels part of something. Measuring community success can include repeat attendance, social media engagement, or even just the buzz people leave in your DMs. Some clever ways to nurture that community? Reward loyalty with VIP perks or early access, spotlight attendees on your socials, or create small interactive moments at your events that make everyone feel seen. These are the kinds of touches that turn attendees into superfans.
2. Email Growth: The Silent Superstar
A growing email list is more than just numbers – it’s a direct line to your audience for future events. Tracking sign-ups from your event campaigns shows who’s invested enough to stay in the loop. To make it count, try offering early-bird access to the next event, exclusive behind-the-scenes content, or fun competitions for subscribers. Each new email is a tiny victory that builds momentum long after the last guest has left.
3. Press Mentions: Getting Your Name Out There
Media coverage amplifies your reach and boosts credibility. From features in local newspapers to niche blogs and event round-ups, tracking press mentions is a key indicator of the buzz your event is generating. Even small mentions can spark conversations, attract new audiences, and build momentum for future events. At CLS, we maintain a database of PR contacts across Australia and globally, ensuring the events we work on not only get the attention they deserve but reach the right eyes in all the right places. Whether it’s crafting and distributing press kits, inviting journalists and influencers to experience the event firsthand, or curating shareable visuals that make coverage irresistible, there are plenty of ways to get your name out there when you know the right people.
4. Partnerships: The Power Moves
Events are better when you play well with others. Measuring the success of collaborations – whether with brands, venues, or influencers – is a smart way to see your impact beyond ticket sales. Look at cross-promotional reach, new audiences brought in by partners, or even the ongoing opportunities that come from strong relationships. Partnering with the right people can elevate your event, create unique experiences, and make the hype contagious.
5. Sentiment: The Real Feedback
Numbers are useful, but feelings matter too. Social media comments, reviews, and general buzz are key indicators of whether your event resonated. Sentiment analysis might include tracking hashtags, monitoring post-event surveys, or simply noting how people talk about the experience online. Positive vibes mean your audience is engaged, happy, and likely to return – and nothing is more valuable than that.
Wrapping It Up
Ticket sales will always be important, but true event success goes far beyond them. Community growth, email engagement, press coverage, partnerships, and sentiment all show that your event left a mark. By paying attention to these areas, you’re not just hosting an event – you’re building momentum, loyalty, and memories that keep people coming back for more.
At Creative Little Soul, we love helping brands measure success in all the right ways, so your events aren’t just attended – they’re remembered.
Ready to make your next event unforgettable? Get in touch with us today, and let’s create an experience people won’t stop talking about.
