Events can be expensive and take a lot of time and resource to organise. So how do you know if it’s all been worthwhile? It’s all about measuring the events return on investment (ROI) – assessing the value from the event against what was put in.
This doesn’t have to be complicated. It’s about understanding from the outset what the main objectives of the event are – why are you running it?
Whether it’s to generate sales or qualified leads, launch a new product, engage with your employees or suppliers, or training, they will all have an end goal or result.
Once you’ve established your objectives – it’s time to look at the metrics. What can you measure against each objective?
For example, if your goal is to build brand awareness around a product launch, then key measurables would include:
It’s important to set specific goals for each metric from the outset. Here are a couple of examples of how you would measure the above:
…as long as you understand the objective and you set the target from the outset. For example, if you want to gauge employee engagement, carry out a poll prior to the event and repeat after the event and measure the difference. Just remember to use the same set of questions and seek quantitative feedback.
We love a statistic and to demonstrate ROI in events to our clients. So let us work with you on exceeding your goals and show you the true value in the events you’re delivering. Get in touch with the team to find out more.