Research and White Papers
Planners Under Pressure to Prove ROI, HSMAI Survey Shows
August 30, 2010
More and more, ROI is a measurement few meeting planners can do without, suggests the latest survey from Hospitality Sales & Marketing Association International (HSMAI), released last week as a precursor to the 21st Annual HSMAI Affordable Meetings National Conference & Exposition, taking place Sept. 8-9 in Washington, D.C.
The survey, conducted by J. Spargo & Associates Inc. and independently analyzed by 20|20 Assessment, found that 60 percent of meeting planners feel increased pressure to show metrics proving an event's success and ROI. Specifically, it found, planners say they feel pressure to measure event satisfaction, attendance and net revenue.
"Planners appear to face the increased challenge of quantifying and rectifying 'hard' or financial variables with 'soft' or evaluative metrics when it comes to planning and assessing events in today's economic climate," said 20|20 Assessment President Dr. James Houran. "Driving the bottom line at any cost is not the approach in today's market. The focus of planners is more strategic and takes into account, in a balanced methodology, the logistical and interpersonal aspects of events. It's about transforming conference experiences into brands."
Because Affordable Meetings National will feature its Event Technology Expo, HSMAI also asked meeting planners about modern technology and found that it's most useful for planners who want to save time, be more organized and streamline business processes. Planners' preferred applications for technology, according to the survey, are online registrations, social networking, eRFPs, e-mail marketing, blogs, e-commerce and virtual meetings.
For more information about Affordable Meetings National, including a complete program schedule, visit
www.affordablemeetings.com.