1. RETURN ONRETURN ON
INVESTMENTINVESTMENT
Measuring theMeasuring the
SuccessSuccess
of your Eventof your Event

2. Step One:Step One:
Determine who yourDetermine who your
Stakeholders areStakeholders are
 Event HostEvent Host
 AttendeesAttendees
 Exhibitors & sponsorsExhibitors & sponsors
 Facility and vendorsFacility and vendors
 SponsorsSponsors
 Media PartnersMedia Partners
 Etc.Etc.

3. Step Two:Step Two:
Determine the ObjectivesDetermine the Objectives
of your Stakeholdersof your Stakeholders
For the Event Host/Client, these could be:For the Event Host/Client, these could be:
 Financial – income producedFinancial – income produced
 Marketing-related - who the “message” wasMarketing-related - who the “message” was
delivered todelivered to
 Performance-based - # of attendees, exhibitors,Performance-based - # of attendees, exhibitors,
sponsors, etc.sponsors, etc.
 Relationship-based or attitude changeRelationship-based or attitude change

4. Objectives of other Stakeholders:Objectives of other Stakeholders:
 Attendees: what did they getAttendees: what did they get
for their time and money?for their time and money?
 Exhibitors & Sponsors: how satisfied areExhibitors & Sponsors: how satisfied are
they with the marketing dollars they spent?they with the marketing dollars they spent?
 Facility & Vendors: was their ROI positive?Facility & Vendors: was their ROI positive?

5. Step Three:Step Three:
Develop ways to measureDevelop ways to measure
achievement of objectivesachievement of objectives
 Performance data:Performance data: attendance, # of exhibits & sponsorships, #attendance, # of exhibits & sponsorships, #
of attendees, revenue/profit,of attendees, revenue/profit,
sales of sponsor products, etc.sales of sponsor products, etc.
 Questionnaires, Surveys, Focus groups:Questionnaires, Surveys, Focus groups: what were thewhat were the
perceptions?perceptions?
 Learning:Learning: what did they learn from it?what did they learn from it?
 Business impact:Business impact: future financial results (usually sales)future financial results (usually sales)
 Intangibles:Intangibles: some impacts cannot be converted to monetary valuesome impacts cannot be converted to monetary value

6. Step Four:Step Four:
Compile your measurements andCompile your measurements and
report back to the stakeholdersreport back to the stakeholders
 Report both positive and negative resultsReport both positive and negative results
 Include recommendations forInclude recommendations for
improvement for future eventsimprovement for future events
Remember the “PEDL” approach:Remember the “PEDL” approach:
Plan, Execute, Debrief & LearnPlan, Execute, Debrief & Learn

7. Step Four:Step Four:
Compile your measurements andCompile your measurements and
report back to the stakeholdersreport back to the stakeholders
 Report both positive and negative resultsReport both positive and negative results
 Include recommendations forInclude recommendations for
improvement for future eventsimprovement for future events
Remember the “PEDL” approach:Remember the “PEDL” approach:
Plan, Execute, Debrief & LearnPlan, Execute, Debrief & Learn