Nissan is demonstrating how the ROI of events goes beyond what you spend

Corporate events section manager at Nissan Europe, Nadine Vienne, argues for redefining the measurements of event success.

Nadine Vienne speaking at IBTM World
Nadine Vienne speaking at IBTM World

Nadine Vienne says that whether one looks at ROI or ROE (return on equity), there needs to be an evaluation of the measures that can be implemented and an examination of how data can be collected in the most effective way.

She has also looked at what value these measurements can offer organisers to better sell their events to board members and optimise returns from future events.

"Of course we can measure the result from the company point of view," says Vienne. "Usually, when a company gives you a project, they want to see what you will collect with it. So they are focussing on their personal interest in the collection of data.

"You can collect the number of visitors if it is a trade show.  These kinds of figures are easy to collect [because of scanning technology]."

Measuring success

Vienne says there are many established ways to measure the number of leads or qualified prospects, whether through scanning systems, bar codes or apps.

She also points to the ease of being able to identify a delegate’s country of origin, the number of press articles that are written, and using quizzes and voting to measure knowledge on an issue.

 "The company interest and result is important, but it is not enough if you don’t think about the participant's point of view," she adds.

"The event is not only about bringing results for the company, it is also about what the participants are really looking for, otherwise the event is not effective. So we have to match these two opposite objectives and sometimes it is not so easy."

Make sure your attendees are switched on

Vienne argues that the engagement of participants is key for events. "If we have people that are sleepy, looking at their phones or doing something else, we are not getting the best out of the event," she explains.

"In terms of numbers of visitors, if it’s not at the level you expected you can send follow up emails and calls, and use social networks to make sure people are coming.

"[In terms of] the mindset of people – there are many tools that can tell you what people are thinking, how people are feeling.

"And there are ways to measure emotions. Neuroscience is coming into the events industry, and it’s very interesting to experiment. There are other ways like facial recognition, but you can also ask questions on how they feel, what they like, what they don’t like."

Nadine Vienne was speaking at IBTM in Barcelona.

 

For more breaking news and in-depth features, sign up to C&IT's daily News Tracker here.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
6 reasons to choose Sentosa for your event

With stunning venues, luxury accommodation, a wealth of land and sea-based activities and mouth-watering cuisine, Sentosa provides groups with the ultimate in business and leisure.

ICCA elects new president

ICCA elects new president

James Rees, executive director at ExCeL London has been on the ICCA board since 2012.

Quality counts in Singapore

With its state-of-the-art, flexible spaces, Singapore's Shangri-La Hotel is the luxury venue of choice.

Tee time: Global golfing

Tee time: Global golfing

Some say 'golf is a good walk spoiled', but for these five resorts it couldn't be further from the truth.

10 cities that are championing accessibility for venues and events

10 cities that are championing accessibility for venues and events

Report showcases destinations meeting the needs of delegates with disabilities.

My Dream Event: An immersive sonic experience with Max Richter

My Dream Event: An immersive sonic experience with Max Richter

Paul Boulding, creative director at SET Live would hold a product launch where sound is king at the Saatchi Gallery.

Historic Soho music venue gets £1m restoration

Historic Soho music venue gets £1m restoration

Refurbished venue will open on 28 November as Soho Residence and have capacity for 350 over three floors.

Poor work culture can derail mergers and acquisitions

Poor work culture can derail mergers and acquisitions

Report finds 100% of UK employees would consider leaving a job if it was not a good cultural fit for them after M&A activity.

BA launching London to Charleston route in April

BA launching London to Charleston route in April

Travellers will be able to fly directly from Heathrow to the home of the iconic 1920s dance craze in South Carolina.

5 principles for success in the business of events

5 principles for success in the business of events

CEO of INVNT Scott Cullather spoke at the US Forum and offered agencies advice for staying on top of their game.

LATEST JOBS