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Session code:

53rd ICCA Congress

How venue business models and event-management practices influence clients’ ability to maximise ROI from their meetings

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Dr. Elling Hamso, Event ROI Institute

Cancel all events!

Don’t send staff to congresses!

[My message to senior corporate management, finance managers, procurement and general management. There is a good chance your events have a negative ROI, and if they don’ t, you could probably double the value for the same budget, easily]

1. How does your meeting connect to other strategies?

2. What exactly will participants do after the meeting in order to support our bottom line / mission?

3. Why are they not doing that already and how are you planning to make them do it?

[applies to customer meetings and internal meetings, to get their budget back they have to provide good answers]

1. What do we need to do differently to improve our bottom line or fulfil our mission?

2. What will you learn at this congress to enable you to do that?

3. In what other ways can we acquire this knowledge?

[applies to congress participation]

“I feel that the events we organise are without a clear vision about who are the target groups and what we should generate out of the events to justify that we organise them.”

Events manager in large Dutch company

Why do managers cancel meetings when they need them the most?

[when the economy turns down, meetings are cancelled or budgets reduced because management are not confident that they will return a positive ROI]

“It’s a declared objective of our company to focus globally on Communication Measurement, including our field of activity Live & Experience Communication”.

Head of Corporate Events, large healthcare company

Decision to measure value

Detailed and measurable objectives

Better meetings

The ROI Magic

Focus on learning and behaviour, not hospitality

Did you enjoy the venue, food, entertainment, etc.

Considering your direct costs and the value of your time away from the office, was attending

this meeting a good investment for your company?

Please rate the speakers on content, delivery, slides, etc.

How much new information did you learn in this session that you can use in your current

job?

Did you have opportunity to meet and network with colleagues?

Did you have opportunity to develop existing [new] relationships which will be

of value to you in your present job

I am confident that I can apply the new diagnostic procedure and save lives

I will use the ‘total cost of ownership’ model to compare products from different suppliers

I trust management to always make the right decisionsMy organisation provides high value to its members

How much do you agree or disagree:

“We set good objective and measure results, but designing good meetings has become more difficult, it is no longer enough that participants are satisfied, we have to make them learn and do specific things”

Anna Johansson,Congress and Events Manager Royal Institute of Technology, Stockholm

[and until very recently there were nowhere to go to learn good meeting design (still only today Meeting Design Institute and Mindmasters]

Discussion:“How can we change our event management practices and practices and business models to enable clients to maximise maximise ROI”

Ideas, comments, questions?

Hornstrup Kursuscenter, Denmark

“Develop your staff in the new mindset and professional skills that will help customers achieve their objectives”

Martin Monberg, Hornstrup Kursuscenter, Denmark