Match the objective
Awareness, learning, trust and purchase are different goals. Attendance alone does not establish sales impact or ROI.
Make the offer concrete
For each benefit, specify what is delivered, how often, who is responsible and the measurement method. Avoid a long list of logo placements without a reason.
State limits
Use opt-in surveys or attributable actions where appropriate. Describe what the data can and cannot demonstrate. Do not guarantee results you cannot control.