Most conference organizers focus on meeting their paid attendee goals for their upcoming annual event. They are so focused on that one event that they rarely take time to step back and think about the sustainability of the event for the next several years. They concentrate all of their energy, time and resources on meeting that year's event goals only. What they fail to recognize is that if they were to focus on creating loyal customers, who wanted to attend every year, they could then focus … [Read more...]
Are You Using Up Your Event Customers?
The scarcest resource you have is a customer. You can't manufacture them. You can't outsource them. You can duplicate them. You can't make them from a recipe. Your conference and event attendees are the scarcest resource you have. Money Or Customers? Which Do You Need? Which do you need more to have a successful event? Money or customers? Well, you probably said money. One of the basic flaws with the metric return on investment (ROI) is an assumption that money is in short supply. ROI … [Read more...]
Measuring The Value Of Your Conference Attendee
One of the purposes of a business to business event is to build and strengthen customer relationships. Just as one of the purposes of a trade association's annual meeting is to build and strengthen member relationships. So how do you quantify the value this brings to your organization? How do you quantify the value of an event when the goal is to maintain and increase loyalty? Alphabet Metrics In the past decade, we've heard a lot about return on investment (ROI) and return on objectives (ROO) … [Read more...]
