“How to Rescue a Worthwhile Event” - CASE STUDY

Current economic and political influences are inhibiting participation in big events for many if not most companies, particularly the most expensive, highly-visible events. In many cases, events have been canceled. Some companies are finding it more expedient to cancel an event for “PR” reasons, or because they are unsure of the value delivered relative to the cost.

A factor in these reactionary decisions is events may not be clearly understood in terms of their direct influence on near-term business improvement. Stated another way, there may be little fear that negative business impact will result from event reduction or cancellation. These perceptions may be affecting you right now. So, what can you do about it? To help you formulate a plan, I have revived and revised a post from last spring dealing with justifying valuable events.

Protecting or rescuing an event depends upon identifying its’ payback in terms of business improvement goals. The number of valuable outcomes and amount of payback may surprise both you and the boss. When a productive event is in jeopardy, it is time to identify the payback streams and make a rational case to continue or discontinue it based upon the impact on the bottom line.

The case study, “Cancelled, End of Discussion,” is about a multi- million dollar sales incentive travel program that was cancelled by the chairman of a Fortune 50 sized company. His cancellation decree came mid- year, for exactly the same reasons cited, the need to cut cost and because the program was highly visible. As the current program neared its’ final conclusion, a comprehensive measurement program was initiated to determine the true value of the program for the company. The same study also identified the potential negative impact on the company if it were to be discontinued. The chairman, not known for changing his decisions, not only reinstated the program, but increased its’ scope once the value and potential loss was clearly understood.

This case study may be found in the Solutions Center section of the Constellation website http://constellationcc.com or go directly to the document at http://constellationcc.com/cancelled.pdf.

So, what can you do if you have a good event that is in jeopardy? Mount a campaign to save it. Any event can be analyzed on a forecast basis (before the next occurrence), a post-mortem basis (after the last occurrence) on an actual (current) basis to determine its business improvement value. This type of analysis also provides prescriptive steps to increase the value of an upcoming event to the bottom line. This process results in development of a presentation to senior management that clearly delineates the business results associated with the event and the results that flow from it. Once the magnitude of the results is determined, the decision becomes an economic one, not an emotional one.

If you are a corporate event manager or director, consider mounting a campaign to save a productive event. If you are an event organizer or provider, such as an event production agency or exhibit house, consider supporting your client in need with event measurement and ROI support. The result will be not only the potential salvation of a productive event, but a change in the way events are viewed internally by the company.

Call +1.770.391.0015 or email me edjones@constellationcc.com with questions or to explore a rescue mission for an event you know is worth saving.

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Related Services from Constellation Communication Corp.

Event “Business Best Practices” Certification

Constellation Communication Corp. is offering clients an independent certification for face-to-face internal and market facing events that meet Business Best Practices Standards (as defined by Constellation.) This certificate attests, to any interested party, that the named event was planned and measured for specific business improvement results. It further certifies that the expected business results are achievable and reasonable relative to the event cost.

Constellation will assist a company to produce event objectives and plans that will produce tangible business improvement results. Constellation will also provide event evaluation services to prove business improvement value.

Post- Mortem Trade Show Justification and ROI Analysis

A service of value to corporate exhibitors, event services providers and show organizers is the post-mortem trade show marketing analysis. This analysis identifies and summarizes tangible value from a recently completed event. The analysis is conducted through collaboration between key corporate event team members and senior level consultants from Constellation Communication Corp.

The analysis is run using the Constellation Return on Investment in Events Model. This model provides a complete picture of the business value obtained from the last event. The analysis also examines and makes recommendations regarding resources in a process referred to as “Right-sizing.” The analysis will identify how much space, how many staff and how much budget should be allocated to a particular event. The analysis looks at all sources of profit improvement delivered through event participation to the company, and makes conclusions regarding the benefits relative to cost.

The analysis is also useful in that it will generally expand the number of objectives and associated results that may be reported as business improvement. The types of objectives considered are:

• Executive Participation
• Thought Leadership
• PR Impact and Media Equivalence
• Business Development Goals
• Return on Stated Objectives
• Technology, Product or Service Show Casing
• Cost/Expense Reduction
• Return on Investment

Show organizers or events services providers experiencing attrition in exhibition and sponsorship levels or budgets for client projects may want to consider offering a post- mortem business value analysis to key clients who may be cutting- back. There is generally more business improvement value to be reported than the typical exhibitor may recognize and report. The result is a logical, fact based report of the estimated value of continued participation in an event or for an overall event program.

The cost for a post- mortem (or forecast) analysis and ROI valuation is approx. $2,500. Additional research may be required for complex events. A post- mortem or forecast analysis takes between seven and ten days to complete. The deliverables are:

• Return on Investment Event Summary
• Right-Sizing recommendations regarding budget and resource levels
• Recommendations regarding event performance improvement, strategies and tactics
• Power- point presentation for internal, executive level presentation to senior management
• Focus on investment justification

Please call +1.770.391.0015 or email edjones@constellationcc.com with questions or to explore a rescue mission for an event you know is worth saving.