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VICTOR NEYNDORFF
T +31(0) 23 512 55 55
M +31(0) 65 396 74 11
T @neyndorff #howtoMOVE
HOW TO
ROI in events
Leka nosht
50.000 thoughts
a day
ROI?
• How do events create value?
• How can we set better objectives?
• How can the ROI methodology help?
Case Study:
How ROI principles helped changed the future
of a brand in 1 event
Topics
““I already use
a ROI approach for my events“
Agree or diasagree?
What do you think?
Participant Centric
Emotional & Personal
Change behaviour
TELL ME, AND I FORGET
SHOW ME, AND I MAY REMEMBER
INVOLVE ME, AND I WILL UNDERSTAND
Confucius BC 450
Satisfaction?
Contribution!
“The more digital communication we use, the more valuable
live communication will be. “
Agree or diasagree?
What do you think?
HUMAN FACTOR
People are
the best media
Lower costs
Higher value
TECHNOLOGY IMPROVES ROI
Digital is becoming a part of our body
IS OUR MOBILE
6th SENSE
“The more digital communication we use, the more valuable
live communication will be “
Agree or diasagree?
What do you think?
• visual van mensen/voorwerp die niet
verder komen
• of iemand die zichzelf tegenhoudt
• Mensen in modder, aan een touw
WE KNOW THE COSTS BUT KNOW TOO LITTLE
ABOUT
THE VALUE
Satisfaction?
Contribution!
F O C U S :
VALUE
Dr. Elling Hamso European RIO Institute
ROI?
• tankstation\
• Overheid
• Communicatie: hanteer campagne aanpak
• Content: creëer onderscheidend vermogen
• Vorm: kies voor een eigentijds karakter
(blijf weg van het old school congres)
EVENT PRINCIPES
F O C U S O N R O I
WILL INCREASE THE ROI OF EVENTS
WITH THE
END
START
WANT WHAT DO YOU
TO ACHIEVE
CLOSE YOUR EYES
1. Everybody is enjoying themselves
2. Logistically everything goes well
3. Within budget
OBJECTIVES
“If you’re looking
for better
answers,
start asking
better
questions”
1. What should participants do different
after the event that will create value?
3 GOLDEN QUESTIONS
Smile
1. What should participants do different
after the event that will create value?
2. Why don’t they do this already?
3 GOLDEN QUESTIONS
1. What should participants do different
after the event that will create value?
2. Why don’t they do this already?
3. What do they have to learn to act
different?
3 GOLDEN QUESTIONS
4 types of
learning
Informational
Skills
Attitude
Relationships
Influence participants
To DO something
Which adds value for stakeholders at
the lowest possible price
THE PRINCIPLE
OF VALUE CREATION
CLOSE YOUR EYES
“What are the behavioural objectives
of your event? ”
Goals
Turnover Costs
Volume Frequency Price
Think Feel Do
Learn Motivate Network
Business
Marketing
MarCom
Event
Relevant
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI Methodology
ROI
Impact
Behavior
Effect
Action
Learning Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI
Impact
Behavior
ROI Methodology
Measuring
Learning
Target Audience
Content, experience, environment
ROI
Impact
Effect
Action
Learning
Information-Skills-Attitude-Relationship
Behavior
ROI Methodology
“level of impact”
0
1
2
3
4
5
Level of success:
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI
Impact
Behavior
ROI Methodology
Target Audience
ROI Methodology
Target Audience
Content, experience, environment
ROI Methodology
Learning
Target Audience
Content, experience, environment
ROI Methodology
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI Methodology
Learn
information
knowledge
attitude
skills
motivation
contacts
celebrate
obligation
building trust
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
Behavior
ROI Methodology
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
Behavior
Impact
ROI Methodology
Learning
Target Audience
Content, experience, environment
Information-Skills-Attitude-Relationship
ROI Methodology
ROI
Impact
Behavior
WHAT GET’S MEASURED
GET’S DONE
Measuring
Learning
Target Audience
Content, experience, environment
ROI
Impact
Information-Skills-Attitude-Relationship
Behavior
ROI Methodology
(meeting results -/- meeting costs)
meeting costs
* 100 = ROI
• Participants value the added value of the event with an 8,5
• Participants are applying the new methodology in 90% of the
cases
• 80% of the participants indicated that they will apply the new
procedure within the next two months
• The average order size of existing customers has increased by 10%
within one year after the event
• Participants are able to name on average 8 of the 10 basic principles
• After 6 months a 6% reduction on operational costs has been achieved
• The turnover has increased with five times the cost of the event, one
year after the event took place
Let’s practice
• Participants value the added value of the event with an 8,5
• Participants are applying the new methodology in 90% of the
cases
• 80% of the participants indicated that they will apply the new
procedure within the next two months
• The average order size of existing customers has increased by 10%
within one year after the event
• Participants are able to name on average 8 of the 10 basic principles
• After 6 months a 6% reduction on operational costs has been achieved
• The turnover has increased with five times the cost of the event, one
year after the event took place
1
3
1
4
2
4
5
Let’s practice
Isolate Event
Result
Estimate manager
Estimate
participants Trend lines
Use of control group
Which % of the improvement
is caused by the event? How
secure is this? Which other
factors did contribute as
well?
Participants event vs
non participants
Effect Measurement
Which % of the improvement
is caused by the event? How
secure is this? Which other
factors did contribute as
well?
ROI FOR GREAT RESULTS TO
MEASURE & PLAN
HOW ROI
CHANGED
THE FUTURE OF A BRAND
www.youtube.com/watch?v=O5l85WV_e7I
Youtube: Sol Independence Day by MOVE
1.”What did you learn and never
want to forget?”
2. “How can you apply what you have
learned in your own job? ”
What do you think?
“ I want to learn more about ROI
in order to apply it “
Agree or diasagree?
What do you think?
Dr. Elling Hamso European RIO Institute
F O C U S :
VALUE
Smile
Personal and Emotional
ROI
=
ACTION
F O C U S O N R O I
WILL INCREASE THE ROI OF EVENTS
ROI as mentality
BE A STUDENT
“
“ Mahatma Gandhi
Live like you die tomorrow,
learn like you have eternal life
Skills & Implementation:
Special ROI Training in Bulgaria by
Dr. Elling Hamso, himself
www.eventroi.org
Learning:
1. Proving The value of Meetings & Events
Jack. J. Phillips
2. Selection of reading materials attached
Start Now
LET’S MOVE!
VICTOR NEYNDORFF
T +31(0) 23 512 55 55
M +31(0) 65 396 74 11
T @neyndorff
HOW TO
