The spotlight of public scrutiny has recently focused on the value of meetings, particularly events held by firms receiving government bailout money. The heightened level of attention provides an opportunity for meeting professionals to do a better job demonstrating and proving the value of their meetings, using new tools to measure and demonstrate such value. A growing number of meeting professionals are focusing on Measurement methodologies like Return on Event (ROE) or Return on Investment (ROI). ”
The majority of meetings are not boondoggles. We come together to make decisions, share information, recognize performance and build relationships. All of these purposes are highly valuable and correlate directly with the purpose of associations. Association leaders must raise their game and become more effective advocates. We need to clearly communicate the purpose and benefits that flow from attendance. That requires clear objectives and creditable data to demonstrate how properly executed meetings drive change and create value. Such data consistently shows that well executed meetings are necessary and, indeed, integral to organizational success.
New tools are now available; including Web survey and assessment technology, learning Management Systems, attendee tracking systems that use RFID chips, smart name badges, live social networking sites, audience polling systems and “pulse” survey tools. When combined with proven measurement methodology like the Phillips’ model (Drs. Jack and Patti Phillips, ROI Institute), this growing array of tools helps make meeting measurement affordable and practical.
Option Technologies now offers the ROI Measurement Module as an add-on for our OptionPower wireless keypad system. This Module equips practioners of the ROI measurement methodology with powerful new ways to gather Level 1, 2 and 3 data. It makes meeting measurement faster and easier.
For more information, visit our website by clicking here, or see the article I wrote for the October, 2009 issue of Association Forum, "Expert Eye" column.
- Mark Fite
