How do you measure the ROI of an event?

Question

Accepted Answer

You calculate ROI in three steps. First: add up all costs, including venue, catering, technical production, speakers, staff and your own team's hours. Two: determine the revenue. At commercial events that is leads and deals. At internal events that is metrics such as strategy comprehension or staff satisfaction from your survey. Three: set revenue against investment. A client event of 40,000 euros that yields two assignments of 50,000 euros has an ROI of 150 per cent. Within a week, make a one-pager with the key figures for your client.