Eventex move roi victor neyndorff

VICTOR NEYNDORFF

T +31(0) 23 512 55 55

M +31(0) 65 396 74 11

T @neyndorff #howtoMOVE

E [email protected]

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

E [email protected]

HOW TO