This document outlines six steps to create more ROI (return on investment) from events. It discusses how focusing on ROI can increase creativity and value. The key steps are to focus on behavior change among participants by asking questions about what participants should do differently after the event. This will influence participants to take actions that add value for stakeholders at the lowest possible price. The document also discusses measuring learning and impact through techniques like measuring levels of success. The overall message is that focusing on ROI will increase the effectiveness and value of events.

1. VICTOR NEYNDORFF
M +31(0) 65 396 74 11
T @neyndorff
E victor@howtomove.nl
HOW TO

2. TOON DE WAARDE
VAN JE EVENT
IN ZES STAPPEN

6. • How do events create value?
• How can we set better objectives?
• How can the ROI methodology help?
Case Study:
How a ROI attitude changed the future
of a brand in one event
Topics

7. ATTITUDE CHANGES
EVERYTHING
6 steps to create more ROI with events

8. How many
thoughts
a day ?

9. 50.000
thoughts
a day

11. FINISHED FILES ARE THE
RESULT OF YEARS OF SCIENTIFIC
STUDY COMBINED WITH THE
EXPERIENCE OF YEARS

12. FINISHED FILES ARE THE
RESULT OF YEARS OF SCIENTIFIC
STUDY COMBINED WITH THE
EXPERIENCE OF YEARS

13. FINISHED FILES ARE THE
RESULT OF YEARS OF SCIENTIFIC
STUDY COMBINED WITH THE
EXPERIENCE OF YEARS

14. What is difference
between
Bad or Good day?

15. ATTITUDE
IS A LITTLE THING
THAT MAKES A
DIFFERENCE

24. C R E A T I N G
EFFECTIVE
L VE
EVENTS PEOPLE

25. Participant Centric
Emotional & Personal
Change behaviour

26. TELL ME, AND I FORGET
SHOW ME, AND I MAY REMEMBER
INVOLVE ME, AND I WILL UNDERSTAND
Confucius BC 450

29. Satisfaction?
Contribution!

32. “The more digital communication we use, the
more valuable
live communication will be. “
Agree or diasagree?
What do you think?

34. ‘ live communicatie wordt
steeds belangrijker,
omdat digitale communicatie
steeds belangrijker wordt. ‘
Eens of Oneens?
WAT DENK JIJ?

38. PEOPLE
ARE THE MOST
IMPACTFUL
MEDIA

39. HUMAN
OR
ALGORITHM ?

41. Digital is becoming
a part of our body

42. I S O U R
MOBILE
6th SENSE

43. • visual van mensen/voorwerp die niet verder
komen
• of iemand die zichzelf tegenhoudt
• Mensen in modder, aan een touw

44. Dr. Elling Hamso
European ROI Institute

45. YOU ARE EXPERTS
O N C O S T S
B U T K N O W T O O
L I T T L E A B O U T
THE VALUE

46. F O C U S :
VALUE

47. ROI?

49. Satisfaction?
Contribution!

50. ROI?

51. ““I already use
a ROI approach for my events“
Agree or diasagree?
WHAT DO YOU THINK?

52. ”Ik ben al actief bezig
met ROI aanpak bij events“
Eens of niet eens?
WAT DENK JIJ?

54. F O C U S O N R O I
WILL INCREASE
CREATIVITY

56. WITH THE
END
START

57. WANT
WHAT DO YOU
TO ACHIEVE

58. CLOSE YOUR EYES

59. 1. Everybody is enjoying themselves
2. Logistically everything goes well
3. Within budget
OBJECTIVES

60. “If you’re looking
for better
answers,
start asking
better
questions”

63. Lower costs
Higher value
TECHNOLOGY IMPROVES ROI

64. • tankstation
• Overheid
• Communicatie: hanteer campagne aanpak
• Content: creëer onderscheidend vermogen
• Vorm: kies voor een eigentijds karakter
(blijf weg van het old school congres)
EVENT PRINCIPES

65. Influence participants
To DO something
Which adds value for stakeholders at the
lowest possible price
THE PRINCIPLE
OF VALUE CREATION

66. Smile

67. BEHAVIOUR

69. 1. What should participants do different after
the event that will create value?
3 GOLDEN QUESTIONS

70. W H A T W O U L D
STAKEHOLDERS MISS
IF YOUR EVENT
WOULD NOT
EXITS?

71. 1. What should participants do different after
the event that will create value?
2. Why don’t they do this already?
3 GOLDEN QUESTIONS

72. 1. What should participants do different after
the event that will create value?
2. Why don’t they do this already?
3. What do they have to learn to act different?
3 GOLDEN QUESTIONS

74. 4 types of
learning

75. Informational

76. Skills

77. Attitude

78. Relationships

79. CLOSE YOUR EYES

80. “What are the behavioural objectives
of your event? ”

81. Goals
Turnover Costs
Volume Frequency Price
Think Feel Do
Learn Motivate Network
Business
Marketing
MarCom
Event
Relevant

83. Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI METHODOLOGY
ROI
Impact
Behavior

84. Effect
Action
Learning
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI
Impact
Behavior
ROI METHODOLOGY

85. Measuring
Learning
Target Audience
Content, experience, environment
ROI
Impact
Effect
Action
Learning
Information-Skills-Attitude-Relationship
Behavior
ROI METHODOLOGY

86. “level of impact”
1
2
3
4
5
6
Level of success:
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI
Impact
Behavior
ROI METHODOLOGY

87. Learn
information
knowledge
attitude
skills
motivation
contacts
celebrate
obligation
building trust

88. WHAT GET’S MEASURED
GET’S DONE

89. (meeting results -/- meeting costs)
meeting costs
* 100 = ROI

90. • Participants value the added value of the event with an 8,5
• Participants are applying the new methodology in 90% of the cases
• 80% of the participants indicated that they will apply the new procedure
within the next two months
• The average order size of existing customers has increased by 10% within
one year after the event
• Participants are able to name on average 8 of the 10 basic principles
• After 6 months a 6% reduction on operational costs has been achieved
• The turnover has increased with five times the cost of the event, one year after
the event took place
Let’s practice

91. • Participants value the added value of the event with an 8,5
• Participants are applying the new methodology in 90% of the cases
• 80% of the participants indicated that they will apply the new procedure
within the next two months
• The average order size of existing customers has increased by 10% within
one year after the event
• Participants are able to name on average 8 of the 10 basic principles
• After 6 months a 6% reduction on operational costs has been achieved
• The turnover has increased with five times the cost of the event, one year after
the event took place
1
3
1
4
2
4
5
Let’s practice

92. Isolate Event
Result
Estimate manager
Estimate participants Trend lines
Use of control group
Which % of the improvement is
caused by the event? How
secure is this? Which other
factors did contribute as well?
Participants event vs
non participants
Effect Measurement
Which % of the improvement is
caused by the event? How
secure is this? Which other
factors did contribute as well?

93. ROI FOR GREAT RESULTS TO
MEASURE & PLAN

97. • SOL CASE

99. EMPATHY
Participant Centric
EMOTIONAL
Personal
CHANGE
behaviour

100. TOON DE WAARDE
VAN JE EVENT
IN ZES STAPPEN

102. CHANGE
ATTITUDE
FOCUS
BEHAVIOUR

103. F O C U S :
VALUE

104. Smile

105. ACTION

106. 1. What should participants do different after
the event that will create value?
2. Why don’t they do this already?
3. What do they have to learn to act different?
3 GOLDEN QUESTIONS

108. “level of impact”
0
1
2
3
4
5
Level of success:
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI
Impact
Behavior
ROI METHODOLOGY

109. F O C U S O N R O I
WILL INCREASE
THE ROI OF EVENTS

110. F O C U S O N R O I
WILL INCREASE
CREATIVITY

111. C R E A T I N G
EFFECTIVE
L VE
EVENTS PEOPLE

112. “ I am going to learn more about ROI
in order to apply it “
Agree or disagree?
What do you think?

113. “Ik ga meer leren over
ROI om er straks
mee aan de slag te kunnen“
Doen of Niet doen?
WAT BESLIS JIJ?

114. Forgetting curve – Ebbinghaus

115. “ Ik ga meer leren over
ROI om er straks
mee aan de slag te kunnen“
Doen of Niet doen?
WAT BESLIS JIJ?

116. 1.”What did you learn and never
want to forget?”
2. “How can you apply what you have learned
in your own job? ”
What do you think?

117. Personal and Emotional

118. ROI as
mentality

119. BE A STUDENT

120. “
Mahatma Gandhi
Live like you die tomorrow,
learn like you live for ever

121. Vaardigheid & Implementatie:
Speciale ROI Training in Nederland door
Dr. Elling Hamso www.eventroi.org
Leren:
1. White paper en video over ROI methodology
2. Training: Event Canvas modeling
START NU

122. LET’S MOVE!

123. VICTOR NEYNDORFF
M +31(0) 65 396 74 11
T @neyndorff
E victor@howtomove.nl
HOW TO