Case studies dominate second day of EMDI seminar

MUMBAI: The second day of the seminar on event management organised by Event Management Development Institute (EMDI) focussed primarily on case studies.

Areas that were tackled were by the speakers were: How to measure the return on investment for a particular event and the trends and measurement tools that marketers can use to measure the success of a particular event. These and many other vital issues were discussed and debated on.

Exhibit Surveys VP Ian K Sequira spoke on the trends impacting event marketers. He said that the promotion of events is crucial to the success of the event. Events need to be promoted as per the Exhibitor's demands and targeted at specific niche target groups.

Today's sessions focussed on the measurement of events - the basics of measurement, measurement systems for corporate events, private events, hospitalities, road shows, open houses, sponsorships and other non traditional events.

Sequira stressed on the importance of events saying that it is necessary to approach the events business scientifically. Just as one justifies the return on marketing spends across various mediums and there are measurement systems in place.

Sequira drove home the point that even the performance of events can be measured. Ultimately, the sponsor / client needs to get value for the monies pumped in.

Other things that Sequira stressed on were that event organisers and companies need to demand and create demographical data and studies related to the turnout at the event.

Overall, the major benefits of results measurement are:

* It can become a management tool to enhance decision making.

* It provides information to justify your exhibit program and provides accountability.

* It helps in improving performance in the future.

The concluding session of the second day on reporting the results to the management was enlightening. It gave insights on what and how things should be reported. Although the highlight of the day was the extensive presentation of case studies by the speakers.

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