Calculating ROI for your event, how do you do that?

There are various models to calculate ROI. A popular model is the Event ROI model, which not only considers financial returns but also other success factors such as customer satisfaction or contribution to brand value. This model can be useful when you want to gain deeper insights into the overall impact of your event.

ROI-formula

There is a simple formula to calculate ROI: (Revenue – Costs) / Costs x 100%. The result indicates the percentage you earned relative to your investment. For example, if you invested €10,000 and generated €15,000 in revenue, your ROI is 50%.

Why is it important to calculate ROI?

Knowledge is power. By calculating the ROI of your event, you immediately understand its outcomes and can make better decisions for future events. Moreover, it helps convince stakeholders of the value of your events.

Additionally, it provides insights into areas for improvement and highlights the strengths of your event. Calculating ROI is, therefore, an essential part of evaluating and optimizing your event.

Understanding the 'value'

As an event professional, you know that every activity during your event contributes to the overall value. Have you ever considered how important networking opportunities are for your attendees? Or how valuable the content shared during the event is for future marketing purposes? All of this falls under the umbrella of value creation.

Examples of value

• Event revenue
• Generated leads
• Value in the (sales) pipeline
• Press mentions
• Attendees
• Sponsorship revenue
• Partnership revenue
  
  

Costs versus value

Cost control is essential, but smart investing is what truly makes the difference. Time, resources, and even the efforts of your team members are all part of the costs required to make your event exceptional. By finding a balance between net expenses and the value achieved, you ensure your event is both memorable and cost-effective.

Voorbeelden van kosten

• Flights and travel
• Accommodation
• Gifts
• Labor
• Time
• Food and beverages
• Event booth
  
  

Hard Metrics

Suppose your main goal is to build brand awareness. You’d want to measure things like the number of attendees at your event and the amount of press and social media mentions you receive. Your objectives could be to attract 2,000 attendees, gain 1,000 social media followers, and secure 10 press mentions. These are hard metrics.

Soft Metrics

Soft metrics can refer to intangible aspects like atmosphere and a sense of community. However, even something seemingly intangible, like strengthening community bonds, can be measured with the right methods. For example, you could survey participants about their satisfaction before and after the event, then analyze the net difference.

How to calculate ROI for your event?

Calculating ROI might seem complex, but with a clear approach, it’s entirely manageable. Here’s a step-by-step guide:

• Define your event objectives: Before you start calculating, you need to know what you want to achieve. Is increasing sales your main goal, or do you want to boost engagement with your brand? Also, consider distinguishing between hard and soft metrics.
  
  
• Calculate the cost of your event: List all expenses, from venue and catering to marketing and staffing costs.
  
  
• Measure the revenue: What did the event generate? Think about ticket sales, products sold, or the value of leads generated.
  
  
• Determine the net profit: Subtract your total costs from your revenue, and voilà, you have your net profit.
  
  
• Calculate your ROI: Now it’s time to calculate the ROI. Divide the net profit by the total costs and multiply by 100 to get your ROI percentage. For example, if your event costs €10,000 and generates €15,000, the net profit is €5,000. The ROI would be (€5,000/€10,000) * 100 = 50%.

Remember, ROI isn’t just about money. You can also consider non-financial results, such as the number of new contacts you’ve made. An increase in brand awareness or customer satisfaction might be harder to quantify but is incredibly valuable for the long-term growth of your organization.

Conclusion