Calculate the ROI of your external event
Get a 5-minute gut check on the return on investment on your commercial event, whether hosted or attended, with this ROI calculator.
ROI CALCULATOR
INVESTMENT
The costs associated with event ROI are crucial in determining the value of an event.
This includes direct costs in the form of venue, accommodation, food & beverage, AV, entertainment, and marketing. However, there are also indirect expenses, such as staffing, not to mention opportunity costs if sales were focused on other activities.
If you don’t have the figures for each of these to hand, no problem! Even an estimate can serve as a useful guide to get you started in determining the value of your events.
Direct Costs*
Direct costs are expenses that can be directly connected to a specific event, or element within an event.
Indirect Costs (Optional)
Indirect costs are expenses involved with maintaining and running the overall program, department, etc.
Opportunity Costs (Optional)
Opportunity cost is the forgone benefit that would have been derived from an option not chosen.
ROI CALCULATOR
INCOME
There is more than just revenue to consider when calculating the benefits of an event.
In addition to revenue, commercial events boost sales pipeline by creating new sales leads and opportunities, influencing existing opportunities, and improving sales velocity. They also drive renewals and retention revenue as current customer contracts and those up for renewal are connected to the event. Additionally, external events can drive product adoption through training and certification, while enhancing brand awareness and equity through improved brand sentiment, product awareness, and media coverage.
Direct Revenue*
Direct revenue is revenue that can be (directly) connected to a specific event, or element within an event.
Attributed Sales Pipeline*
Attributed sales pipeline is the dollar value of new sales opportunities and sales leads as well as existing sales pipeline that can be (directly) connected to a specific event, or element within an event.
Renewals & Retention*
Renewals/Retention Revenue is the dollar value of current customer contracts as well as those contracts that are up for renewal that can be connected to a specific event, or element within an event.
Product Adoption*
Product adoption, sometimes called user adoption, refers to the use of a product, feature, or a service that results in accomplishing a product's intended goals to achieve anticipated benefits. As a driver, this is the dollar value that can be calculated that that can be (directly) connected to a specific event, or element within an event.
Brand Awareness & Equity*
Brand equity is the intrinsic value associated with a Brand including awareness of the Brand and the Products associated with the Brand. As a driver, this is the dollar value that can be calculated that that can be (directly) connected to a specific event, or element within an event.
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