When it comes to event sponsorship and exhibiting, the first question most companies ask is, “What’s the return on investment?” Understandably so. While the immediate measures of success – like the number of attendees, leads generated, or booth traffic – are often the first metrics that come to mind, a true understanding of ROI goes beyond these. At EMS, we specialise in creating meaningful experiences and outcomes for our clients, helping them see the bigger picture.
The Basics of Event ROI
ROI is about more than just tracking pounds, pennies, dollars and cents. It involves measuring how your investment contributes to the larger goals of your business. ROI can be evaluated on both qualitative and quantitative levels, depending on the objectives you’ve set for your event.
For instance, if your goal is to increase brand awareness, the impact may not be immediately measurable in terms of sales. However, metrics such as social media engagement, media coverage, and attendee interactions with your brand are crucial to understanding the long-term value of your sponsorship or exhibit.
Metrics to Consider for Event ROI
1. Lead Generation: The number of leads generated is one of the most obvious and effective ways to measure ROI. Attendees are typically your primary target audience, and collecting their information through interactions at your booth or during presentations is crucial.
2. Brand Visibility: Consider the exposure your brand gets throughout the event. Are you the sponsor of a high-profile keynote speaker or a featured exhibitor? Is your logo prominently displayed? These visibility metrics contribute to the long-term value of the event for your brand.
3. Customer Engagement: The level of engagement your team has with event attendees can be a significant indicator of ROI. Personalised conversations, product demonstrations, or Q&A sessions can lead to valuable relationships, which may not show immediate sales results but create lasting connections.
4. Sales Impact: For many, the most important aspect of ROI is the impact on sales. If your goal is to drive direct sales, tracking how many deals were closed following an event is essential. Keep in mind, though, that the true ROI may come in the form of post-event sales over the long term.
5. Content Creation: Events provide ample opportunities for content creation, from social media posts to videos and blogs. This content can continue to bring value long after the event has ended, boosting your brand’s visibility and search engine rankings over time.
Qualitative Benefits of Event Sponsorship and Exhibits
While the quantitative data is important, it’s essential not to overlook the qualitative benefits of sponsorship and exhibits. The face-to-face connections made at events can foster trust and loyalty – elements that are invaluable but difficult to measure directly. Additionally, they often position your brand as a thought leader or industry innovator, providing lasting effects on brand perception.
Why Partner with EMS?
We don’t just measure ROI; we help you optimise your event strategy to achieve your specific business goals. From enhancing attendee engagement to maximising brand exposure, our expert team of professional conference organisers ensure that your sponsorship and exhibit packages deliver the value you need. By working with us, you’ll gain a deeper understanding of how these can align with your broader marketing and sales strategies. Ready to maximise your ROI at your next event? Contact us today to learn how we can help you achieve lasting success.