Chapter 9Measurement, Budgets, and ROI

As we have stressed from the first chapter, show business is not just about creating an entertaining, engaging, boundary-breaking experience for customers. It also has to add value to your business. So how can you budget for show business? How do you know if you've achieved your objectives? How can companies measure the return on investment (ROI) of a show?

Three Questions for Budgeting Shows

There are three questions that any company must answer in order to budget for a show business project:

  • What are the objectives and expected return on investment (ROI) for this show? Your objectives for a show and the value you expect it to deliver to your company must be linked to an overall strategy for your company. ...

Get There's No Business That's Not Show Business: Marketing in an Experience Culture now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.