Sandbanks Beach at Sunset

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This is currently an important subject of discussion in the meetings industry, but not always understood.

Return on Investment (ROI) is a measure of the return on the capital required to fund a new project.

ROI is defined as Events Contribution to Profit / Event Cost x % and provides a quantitative assessment of the success of an event.

Meetings and events create value to the stakeholders (these include the owner of the meeting, sponsors and exhibitors....) by influencing the future behaviour of the participants.

If a meeting does not make participants do something that they might otherwise not have been done, there is little value.

A meeting should be planned with clear and measureable objectives, otherwise measurement is meaningless.

In a corporate environment, the Contribution to Profit maybe as a result of an increase in Sales or a reduction in Costs over time.

A company must have a strong understanding of their costs to be able to derive the figures which must be isolated from other figures to be meaningful. It is not a measure that can be assessed at the end of a meeting?  

In an internal event, organisational effectiveness may be the goal.

For an association or government body, profit is not the objective and achieving a mission or a political purpose is the value.

Eventscape can assist with the post event evaluation of a meeting's more immediate effectiveness:-

  • Of the delegates invited, were those who had the greatest learning gap in a position to implement what they learnt?
  • Were delegates satisfied with the logistics of the event?
  • What have the delegates learnt?
  • What change in behaviour do delegates plan to implement as a result of the meeting?

Eventscape Ltd

Discovery Court, 551-553 Wallisdown Road

Tel: +44 (0)1202 853 202


Email: via our contact form

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Luxury Sunseeker and Princess Powerboat charter Solent & Poole

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Eventscape Ltd, Discovery Court, 551-553 Wallisdown Road, Poole, Dorset BH12 5AG UK

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Tel: +44 (0)1202 853 202, Email: via our contact form

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