Events should always be measured to prove a build reputation, awareness, and relationships. A firm would be well served to make the event a brand-building experience for attendees. In other words, the goal is to ________.
Based on the information provided within the question it can be said that the goal of these events should be to deliver relevance. In other words bring attention and importance to the matter at hand, for which the event was created to promote. This would help build and grow a brand by bringing the attention of all the attendees towards the brand and what they are trying to accomplish.
