Tips on how to measure event success using an event ROI framework

1. Page 1 Company Confiden/al. DO NOT DISTRIBUTE
H O W T O T H I N K A B O U T E V E N T R O I
www.convene.com#convenewhere people and produc0vity meet
RAYMOND CHENG, VP OF MARKETING @CONVENE
@RAY_JING

2. Page 2 Company Confiden/al. DO NOT DISTRIBUTE
A B O U T M E
1. Ultra-Amateur Event Planner
2. Born-Again Geek
3. Sushi Aficionado
4. ROI Value Calculator!

3. Page 3 Company Confiden/al. DO NOT DISTRIBUTE
“ I F Y O U C A N ’ T M E A S U R E I T ,
I T D O E S N ’ T E X I S T ”

4. Page 4 Company Confiden/al. DO NOT DISTRIBUTE
WHAT GETS MEASURED MOST TODAY?
1. Emails Sent
2. RSVPs Captured
3. ALendees Who Showed
4. Business Cards Collected
5. Event Sa0sfac0on Survey Results
6. Total Spent vs. Earned
$$
$$?

5. Page 5 Company Confiden/al. DO NOT DISTRIBUTE
W O U L D Y O U R C E O S A Y Y E S
I F Y O U W A N T E D T O S P E N D
D O U B L E O N T H E S A M E E V E N T
N E X T Y E A R ?

6. Page 6 Company Confiden/al. DO NOT DISTRIBUTE
S TA RT I N G W I T H
T H E E N D I N M I N D
WE ACTUALLY MADE MONEY THIS YEAR
A RECORD NUMBER OF TIER 1 MEDIA PUBS
COVERED OUR EVENT
THERE ARE 20 FOLLOW UP MEETINGS TO DISCUSS
NEW BUSINESS OPPORTUNITIES & RENEWALS
EVERYTHING RAN ON-TIME
AVERAGE ATTENDEE SATISFACTION WAS 9/10

7. Page 7 Company Confiden/al. DO NOT DISTRIBUTE
New Client
A S A M P L E E V E N T R O I F R A M E W O R K
Category KPI $ Value
INTANGIBLE
VALUE
Opera0onal Excellence • On-0me
performance
• Actual spent vs.
Plan
$ Saved vs. Plan
Brand Awareness • Social Shares
• PR Men0ons
Paid $CPM value
Overall Par0cipant
Sa0sfac0on
• Net Promoter Score
• VIP Praises
$ Value Per Highly
Sa0sfied Response
TANGIBLE VALUE Exis0ng Business
Rela0onships
Strengthened
• Customers
• Partners
• Sponsors
$ Value of Poten0al/
Actual Renewals
New Opportuni0es
Created
• Early Stage & Late
Stage Prospects
Cost Per Lead $Value
or New Deal Revenue
Value
Revenue Earned • Sponsorship
Revenue
• ALendee Revenue
• Revenue Post-
Event
Total Revenue
TOTAL VALUE Total Tangible Value + Total Intangible Value – Total Cost

8. Page 8 Company Confiden/al. DO NOT DISTRIBUTE
T H E C E O S A Y S “ Y E S ” L E T T E R

9. Page 9 Company Confiden/al. DO NOT DISTRIBUTE
H i [ C E O N A M E ] ,
[ E V E N T N A M E ] w a s a n o v e r w h e l m i n g s u c c e s s !
O v e r [ X ] a t t e n d e e s c a m e , [ Y % ] o f w h i c h w e r e
o u r V I P s . M o r e i m p o r t a n t l y , w e a c h i e v e d a n
o v e r a l l N P S s c o r e o f [ Z ] f r o m t h i s c a p t i v e
a u d i e n c e .
W e a l s o p e r f o r m e d w e l l f r o m a b r a n d a w a r e n e s s
s t a n d p o i n t . W e w e r e f e a t u r e d i n [ A ] t i e r 1 a n d
t i e r 2 m e d i a p u b l i c a t i o n s , i n c l u d i n g [ M A G A Z I N E
N A M E ] , [ N E W S P A P E R N A M E ] , a n d [ B L O G
N A M E ] . W e ’ v e e a r n e d o v e r [ B ] m e n t i o n s o n
s o c i a l m e d i a .

10. Page 10 Company Confiden/al. DO NOT DISTRIBUTE
M o s t i m p o r t a n t l y , w e r e c e i v e d [ $ A ] i n
s p o n s o r s h i p s , [ $ B ] i n r e n e w e d c u s t o m e r
c o n t r a c t s , a n d [ $ C ] w o r t h o f n e w p i p e l i n e
d e a l s , v e r s u s a t o t a l s p e n t o f [ $ D ] .
T h e t o t a l v a l u e o f t h i s e v e n t w a s [ $ E ] . I t i s m y
r e c o m m e n d a t i o n t h a t w e h o s t t h i s e v e n t a g a i n
n e x t y e a r , a n d s p e n d [ $ F ] , a s t h i s w o u l d a l l o w
u s t o f i n d a b i g g e r v e n u e , h o s t e v e n m o r e
a t t e n d e e s , a n d a t t r a c t m o r e s p o n s o r s a s w e l l
a s n e w d e a l s .
S i n c e r e l y ,
Yo u r f a v o r i t e e v e n t p l a n n e r

11. Page 11 Company Confiden/al. DO NOT DISTRIBUTE
www.convene.com#convenewhere people and produc0vity meet
T H A N K Y O U !
A N Y Q U E S T I O N S ?