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.
- 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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