Event Planning for 2026: Budgeting, Measuring Success, and Building Long-Term Relationships
Jill Hamilton
October 28, 2025
As 2025 winds down and planning for 2026 begins, have you made space for events in your marketing strategy?
We’ve all heard the phrase, “It’s cheaper to keep a client than to find a new one,” and it continues to hold true. In-person events are a powerful tool for both client growth and retention. Hosting regular client appreciation events helps strengthen relationships, generate referrals, and build credibility in an increasingly competitive landscape. The numbers back this up: referrals remain the top source of new business for financial advisors, accounting for roughly 50% to 67% of new clients and new assets.
Incorporating events into your marketing plan might seem daunting, but it’s often more achievable than it appears. HubSpot recommends dedicating 10–20% of your total marketing budget to events, meaning that if your annual marketing budget is $75,000 and you allocate 15% toward events, you’ll have $11,250 to work with. That won’t fund a multi-day conference or gala, but it’s more than enough to create impactful, memorable experiences for your clients and prospects.
Measuring Event Success: Beyond Attendance Numbers
Whether you’re hosting a client appreciation dinner, planning a golf outing for prospects, or attending an industry conference, measuring success goes beyond counting attendees or collecting business cards. The right metrics help you understand what’s working, refine your approach, and build momentum for future initiatives.
Key Engagement Metrics:
- Attendance vs. RSVPs: Compare your registered list to actual turnout. A strong attendance rate indicates clear communication and event appeal.
- Repeat Attendance: Clients or prospects who return for subsequent events demonstrate satisfaction and loyalty.
- In-Event Participation: Pay attention to how guests engage. Are they asking questions, networking, or sharing feedback? These behaviors reveal genuine interest and connection.
- Social Media Activity: Track hashtags, mentions, and shares across platforms. When attendees engage online, it amplifies your event’s reach and reinforces your brand’s presence.
Post-Event Indicators of Brand Awareness
Not every event will yield immediate leads, but many drive awareness and credibility that compound over time. Keep an eye on:
- Website Traffic: Look for a post-event boost in site visits or content downloads, especially from your target audience.
- Follower Growth & Newsletter Signups: These reflect new interest generated by your participation or visibility at the event.
- Industry Mentions or Partner Highlights: When others talk about your brand post-event, that’s a strong sign of increased recognition and trust.
Long-Term Relationship Metrics
The best event outcomes often reveal themselves months later. Track:
- Client Retention: Engagement-driven events foster stronger relationships and long-term loyalty.
- Referrals and Warm Leads: Conversations at or after the event may lead to valuable introductions.
- Upsell Opportunities: Clients who feel appreciated and connected are more likely to explore additional services.
Success isn’t always measured in immediate sales. It shows up in deeper connections, stronger brand visibility, and the momentum you build for what comes next.
Need support with event strategy, budgeting, or execution? Get in touch with our team for more information about how we can help!
