Skip Cox
Skip Cox is Senior Vice President of Research and Measurement at Freeman.
The Balancing Act of Event Measurement
October 7, 2016
From seasoned event organizers to novice marketers, everyone measures event ROI differently. Organizers and meeting planners are often looking to better understand the big picture and are searching for ways to prove ROI while improving their programs.
But each organization has unique goals and objectives. And an event measurement strategy should be as unique as the event itself.
There are, however, certain universal aspects that should be part of every trade show or event measurement plan to ensure a healthy, vibrant, successful program year after year. Instead of looking at metrics individually, event professionals who take a holistic view of their events will uncover deep insights into the health and performance of their program.
It’s a balancing act, but it’s easily achievable with the right framework in place.
Start by examining your event as an ecosystem. Understand that there is a complex network of interactions among your stakeholders, all interdependent on each other for creating and delivering value. Get to know your stakeholders and their relationships both with you as well as with each other. Then examine your event data holistically, measuring against past performance and against industry benchmarks.
Once you do that, you can begin to uncover big-picture trends, as well as how your program performs against the competition. With those insights in hand, you now have the tools you need to deliver more value to your stakeholders. You will also have a clear-cut guide for improving your event.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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