Return on Investment in Meetings and Events

CHAPTER 1

The Need for the ROI Methodology in the Meetings and Events Industry

One of the most important questions in the world of meetings, conferences, conventions, and trade shows is this penetrating issue: How can an event be measured most accurately to prove its importance to business success? The debate over this question is fairly new in the meeting industry, although it is one that other segments of the business community have been asking for decades. However, the meeting industry as a stand alone profession has only existed for a few decades. So the question of ROI within our industry is the next logical step in our evolution. And in response, veterans in the meetings and events field are devoting formidable time and effort to formulating ...