The simplest way to measure it is to look at which marketing vehicles enabled you to fill seats in the fastest, most cost-efficient way possible.
In last month’s column I briefly touched on how we’re not just meeting planners anymore, we’re also event marketing managers, which means we have to prove ourselves through ROI. This month I want to share a specific equation and other techniques on how to accomplish this very difficult task. Since ROI is the World Record-setting […]
It’s no secret that the recent American economy is affecting the events industry. Budgets are being slashed; event attendance is dramatically down; attendees are less willing or able to travel; and those attendees who do show up are feeling the effects of the current economy. As a result, exhibitors are being forced to scrutinize every […]