How to Increase the ROI of Your Events
October 28, 2015 by Jaynie Schultz
In an October 21st article
The Event Life-Cycle
According to Hindman, pro
Involve Your Entire Organization
He also urges planners to think cross-departmentally, and states “the best marketers step out of their silos and make event planning a company-wide initiative.” A good example of the benefits of this approach is the guest list, which he claims is the most important part of the event. Instead of assigning the invitations to a single person or department, he recommends involving the entire company, and offering incentives for results.
Rethink the CPA
Hindman also recommends that event planners and marketers rethink the way they calculate the cost-per-acquisition of their events. Instead of calculating the CPA as the cost of the event divided by the number of attendees, he recommends focusing on making your events so “
As I mentioned in a recent post about the ROI of events a lot can be learned by observing the group dynamics during the event. It’s extremely important to hold retreats and events at locations that are conducive to the desired outcome. If, for example, the goal of the event is to promote deeper bonds with the host organization, or among the attendees themselves, try to find a retreat venue that offers the right amenities and activities in the appropriate setting.
Although the tips offered by Ben Hindman are targeted toward corporate sales and marketing events, the takeaways are applicable to virtually any type of event, and are well worth reading. Click here to read the Ad Age article.
By Jaynie Schutlz
Do you have additional tips you can share? Join our Open LinkedIn Group or visit our forum. We’d love to hear your thoughts.