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ROI (Return on Investment) for events & meetings has gone from a “nice-to-have” philosophical discussion to a “need-to-have” survival strategy. Planners must understand & be able to explain what purpose an event serves, think through how to measure its impact, and proactively guide internal or external clients on how to make their event more effective in achieving its goals.

Learning Outcomes

  • Be able to develop of a set of tools to help understand, and be able to articulate, the value of a given event, to clients and stakeholders.
  • Understand the steps involved in identifying goals, means of measurement, reviewing costs and calculating ROI.
  • Be able to identify outcomes from 3 sample case studies of how different events calculated their ROI.
  • Understand the importance of post-event reporting that truly captures the impact of your event.



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Course Information

Estimated Time: 40 mins

CMP Credit Hours:

Instructor: Howard Givner

Course Instructor

Howard Givner

With over 20 years of industry experience, Howard Givner is a widely recognized expert and innovator in the field of events, business growth strategy, technology and education.

  • Educator & Thought Leader
    Howard is the Founder and Executive Director of the Event Leadership Institute (which launched in April 2011), provider of best-in-class training and education for the events industry, through online, on-demand video classes, interviews with industry leaders, white papers, webinars and live events.
  • Event Agency Owner
    He is the founder of Paint The Town Red, Inc., and the former CEO of North America for Global Events Group, the 13th largest event agency in the world, which acquired Paint The Town Red in 2008. During his tenure the company won over 30 industry awards.
  • Industry Leader & Expert
    Howard is a Past President of the ILEA (International Live Events Association) NY Metro Chapter; has served on the board of directors of MPI (Meeting Professionals International) Greater NY Chapter as VP of Education; is a member of the BizBash NY Advisory Board; has served on the Advisory Board of Special Events Magazine; been a judge of the Gala Awards & HSMAI’s Adrian Awards. He is a frequent speaker at industry conferences on a wide range of topics. He has been profiled in The New York Times, The Wall Street Journal, CNBC, National Public Radio, ABC News, The Apprentice, and USA Today, in addition to numerous trade media.
  • Consultant
    Howard is a consultant to companies in the hospitality, meetings and event industry, specializing in strategic planning, sales growth, management, and mergers & acquisitions, and selectively consults with business owners on a limited number of engagements.
  • App Developer
    Howard is the creator of the SuperPlanner Mobile App, winner of the 2010 BizBash Event Style Award for Most Innovative New Product, and the 2011 Special Events Magazine Gala Award for Best New Product / Service.