Effective Strategies for Calculating Event ROI
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How do you determine if your event was successful? By the number of registered attendees, exhibitor booths sold or sponsor dollars generated, or connections built?
Return on Investment (ROI) is an effective measure to evaluate an investment’s efficiency. And in the case of event spending, designing an event with a solid ROI foundation is an important way for planners to set themselves up for success. This course will show you how to generate ROI calculations and understand the theory behind the computations. Plus, learn to recognize your event’s value, which contributes to the organization’s goals and the bottom line to eliminate the perception that event spending is discretionary. Finally, gain knowledge to guide your leadership in overcoming tradition and inertia to create significant events.
Learning Outcomes
- Generate ROI calculations while understanding the theory behind the computations
- Learn to recognize the event’s value, which contributes to the organization’s goals as well as the bottom line to eliminate the perception that event spending is discretionary
- Gain knowledge to guide your leadership in overcoming tradition and inertia to create significant events
Howard Givner
With over 20 years of industry experience, Howard is a widely recognized expert and innovator in the field of special events, meetings, and small business growth strategy.
Most recently, Howard served as SVP of Knowledge & Innovation with PCMA. Prior to joining PCMA, Howard was the Founder & CEO of the Event Leadership Institute, a leading provider of best-in-class training and education for the events industry through online, on-demand video professional development classes, interviews with industry leaders, white papers, webinars, and live events. In addition, Howard also was the CEO and 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. He is a Past President of the ILEA (International Live Events Associate) NY Metro Chapter; has served on the board of directors of MPI (Meeting Professionals International) Greater NY Chapter as VP of Education; has served on the Advisory Board of Special Events Magazine; been a judge of the Gala Awards & HSMAI’s Adrian Awards.
He as been 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.
