How to measure event ROI

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Event ROI

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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.

Event ROI measurables 

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:

  • Number of people attending the event.
  • Level of press coverage.
  • Exposure across social media coverage.
  • Delegate feedback.

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:

  • If you want to attract 500 attendees, this is your initial target. If 600 delegates then attend the event, you’ve exceeded your goal by 20%.
  • If you want exposure in 5 press publications and you get 7, this is 40% increase of your goal.
  • An initial target of 100 hashtag uses across social media platforms and you get 450 mentions, you’ve exceeded your target by 350%. 

Everything is measurable…

…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.

Let us take the stress out of your event ROI

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.