Event ROI refers to the return on investment of holding an event. It is calculated as the benefit of achieving the event objective divided by the total event costs. To maximize event ROI, organizers should first set clear objectives for why the event is being held and how it will create value. Second, they should map out specific actions participants should take. Third, organizers need to measure and evaluate whether the objectives and actions were achieved, such as through sales or surveys. Finally, they should learn from the event to improve ROI for future events.

1. Event ROI
RETURN ON INVESTMENT
by Lyyti.com - event management software
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2. The three most important
questions regarding events are:
1. Why do we hold this event?
2. What’s the goal for this event?
3. How do we / participant / other
stakeholders benefit from this
event?

3. • Set clear and measurable goals for
the event
• Have a professional staff that can
lead you towards the GOAL
Focus on the BIG picture

4. • Return on investment means net
sales revenue minus costs
• ”net sales” can be actual sales or a
benefit such as a cost reduction
What is event ROI?

5. EVENT ROI= BENEFIT OF THE OBJECTIVE- EVENT COST
EVENT COST
”Net sales” can be as follows:
1. A tangible benefit that is directly associated with a value (e.g. average lead
revenue).
2. A tangible or intangible benefit that is indirectly quantified by comparison to
an alternative method (e.g. how much money would otherwise need to be
spent to achieve the same result in another way).
3. An intangible benefit that cannot be valued in monetary terms. (e.g. more
motivated personnel).
What is event ROI?

6. 1. SET CLEAR OBJECTIVES
• Example objective: ”Because it creates
value for the stakeholders”
• When the objective is clear ask ”HOW?”
 How will the event create value for
stakeholders?
Four steps to maximize event ROI

7. 2. MAP ACTIONS
• Action is the only way to generate value
• Make sure that everyone in your event
team is aware of the action participants
should take at each stage of the event
• Focus on the pre-event phase, since that’s
where most events fail
Four steps to maximize event ROI

8. 3. MEASURE AND EVALUATE
• ”If it’s not measurable, it doesn’t exist”
• Sales after an event can be measured
with the help of an CRM campaign
• Ask participants if they actually took the
actions you wished them to take
Four steps to maximize event ROI

9. 4. LEARN
• If you didn’t reach your objectives, then
ask yourself what should be done better
next time?
• Find the answer so you can improve your
event and ROI for next time!
Four steps to maximize event ROI

10. Thank you for reading!