OI Institute to target corporate budget holders

The European Event ROI Institute (EERI) is to target corporate top brass as it looks to accelerate take up of detailed event analysis among corporate event planners. Speaking after Monday’s MPI UK’s education seminar on event evaluation, EERI managing partner Dr Elling Hamso said that while many agencies had recognised the commercial advantages of detailed reporting, corporate take-up was still low. “Marketing directors, general managers and procurement officers don’t realise that they can ask for more,” Hamso said. “Many still see events as intangible and impossible to measure.” Hamso added that while most corporate planners now realised the benefits of illustrating ROI, that message now had to be taken to those in charge of their budgets. “We have preached our gospel to over 1,500 corporate and agency event planners in the last 18 months. Now we want to talk to the likes of marketing and procurement associations and let them know exactly what ROI measurement procedures are available to their members.” EERI is in the process of finalising which organisations it will approach, but Hamso said he will be stressing that evaluation begins at the planning stage. “Proper event evaluation means interrogating stakeholders so they and you know exactly what objectives are being addressed by having a meeting, and exactly what the attendees should do after the meeting in order to create the value which stakeholders are looking for,” Hamso said.

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