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Filling rooms, and keeping the people who filled them.
Google answers this query with five capabilities, and every one of them ends the night the event does. The sixth thing you needed sits in another category.
Everyone evaluates this category on show day, when the tool is busy and impressive. The real test runs on a Tuesday in February, when there is no event at all.
The cheapest audience for your next event is the one that came to the last one. Most organisers let it walk out of the door.