I admit it
I do not have a good reaction when someone talks about the return on investment (ROI) from attending an event.
My initial internal response is a rant:
Do we ask for the ROI when we buy tickets to a concert?
How can you evaluate the ROI for learning something new or seeing something in a new way?
And my favorite: So, what is the ROI on a wedding? (Please don’t respond with an analysis of the average value of wedding gifts versus the cost of the wedding. I’d probably argue diminished responsibility at the subsequent trial.)
In some ways, my reaction is alarmingly similar to the message of the brilliant formula for the MasterCard advertisement:
[List of mundane items with $ assigned]
[Intangible item – Priceless!]
The delicious subtext: Forget the money, whip out the credit card, and go to the event anyway!
The morning after
OK, it’s strong black coffee time. Whether the benefits are intangible or concrete, we all know that there is some kind of calculation that goes on when a potential attendee decides whether to attend an event. I’ve written about how existing event ROI methodologies are a noble attempt to quantify this calculation and give it as much respectability and logic as we can. So, enough on ROI; here’s a core component of Conference 2.0.
Conversations => Relationships => Value
In Part 2 of this post, I explain why this sequence is now an important driver of modern meeting design, and how it’s enhanced by Conference 2.0 designs.
Photo attribution: Flickr user alanchan