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R: Marketech Inc.'s Mim and Mike Goldberg with Exhibit Surveys'
Ian Sequira |
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.
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Marketech
Inc.'s Mike Goldberg spearheading the seminar
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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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