Return on Investment

Topics: Meetings, Management, Business development Pages: 11 (3392 words) Published: February 12, 2015


Table of Contents
1. Introduction2
2. Trends and developments3
3. The ROI methodology5
3.1 Why use the ROI methodology?6
3.2 The alignment process6
3.3 Measuring and reporting7
4. Action Learning Matrix8
5. Data Collection Plan10
6. Questionnaire (example)11
7. Sources13

1. Introduction

As mentioned in the Event Design Proposal, the conference programme will take place in a venue in Milano and is dedicated to the six sub-themes of the World-Expo. German political delegates and German and international company delegates who operate or do business that is related to the theme will be invited to attend the conference programme. In addition to that, a number of students will be given the opportunity to join as well.

Each conference will host approximately 200 attendees who will follow a mirrored programme. The event will last for two days and three nights, while the conference programme itself will last for half a day. During the conference several seminars, workshops and break out sessions will take place. This will allow the attendees to obtain new knowledge and give them the opportunity to extend their network. More information regarding the programme of the conference programme can be found in the Event Design Proposal.

In addition to the Event Design Proposal, this report focuses on a method that can measure the Return on Investment (ROI) on this large-scale event. As ROI has become a pressing matter, especially in the event industry, this is offers a perfect opportunity to implement the ROI methodology. All staff members of iVents have been involved with the ROI institute and in the year 2012 we have been awarded with the prestigious ‘Best Practice Implementation Award’ of this institute.

This report will provide an insight into the ROI methodology, why this methodology is worth investing in, what the long-term benefits are and how it will be implemented into your event.

2. Trends and developments

Several trends and developments are highly influencing the ever-changing industry of meetings and events. First of all, a study by Mair and Thompson (2009) shows that there are three top factors motivating professionals to attend conventions and conferences. These factors are location, networking and costs. Their research has shown that these factors have not changed significantly in the period of 1985 and 2007, therefore it can be assumed that these factors will still be relevant in the future. As costs will remain an important factor, it highly influences the meetings industry with the current economic crisis that the world economy is in at the moment.

Pine and Gilmore (1999) wrote a theory on ‘the experience economy’. They stated that there is an increasing demand for adventure, excitement and action during both business and holiday trips. The main reasons for this development are the growing disposable income and the growing time consciousness of consumers. In addition to that, Getz (2008) reasons that the expectations attendees have of an event rise parallel to the distance they have to travel.

Another relevant trend that can be found in the meetings industry is the raising awareness of the environment. People are becoming more aware of their impact on the environment and realise that travelling leaves a significant carbon footprint. Creating a large-scale event has a negative impact on the environment, however the question is whether this exceeds the advantages of the meeting. In addition to that there are solutions to reduce the carbon footprint such as using sustainable energy, educating attendees on sustainability and many more. (Bergmann, 2012)

A relatively new trend in the event industry is the growing demand for security. The globalisation has brought together different cultures that have clashed and resulting in terrorism and extremist groups. When the event has a political, social or economic significance, terrorism has become a major...
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