New GES Service Helps Event Marketers Demonstrate the Value of Live Events
March 9, 2018
It’s a problem that has plagued the marketing industry for decades: how to holistically and accurately assess the impact of live, face-to-face events.
To solve this nagging issue, GES has launched GES Measurement & Insight, a new service that provides the key information marketers need to understand and demonstrate the business value of their events, activations and exhibits.
A proprietary, standardized methodology that analyzes four key metrics to tie event performance to business outcomes, GES Measurement & Insight provides valuable insights based on event data, a scoring system to compare against industry benchmarks and actionable insights and recommendations for improving events over time.
“Marketing leaders are scrutinizing their budgets across all channels, including some of the largest areas of spend – events, activations and exhibits,” explained Wendy Gibson, GES executive vice president of global marketing.
She continued, “Because of this scrutiny, marketing teams must show business value. Our approach is based on years of experience as a live event marketing partner for thousands of companies and brands. Our model focuses on key metrics that are tied to business outcomes and include insights and actionable recommendations, rather than just data.”
GES Measurement & Insight provides valuable metrics in four key areas:
- Anticipated Pipeline Impact: assesses expected buying behavior impacted by the event and reports on anticipated revenue
- Brand Impact: measures changes in brand perception affected by the event
- Customer Retention: evaluates the impact of the event on anticipated customer loyalty
- Quality of Experience: assesses the perceived value of the event to inform continuous improvement efforts
With the quantifiable benchmarks of success this service can provide, GES and its Strategy Team are looking forward to helping clients demonstrate the business value of live events to their organizations.
“GES is one of the largest event services companies in the world,” said Dax Callner, GES Events chief strategy officer. “We are ready to change the industry conversation around measurement.”
He continued, “We’re dispelling the myth that events should be measured solely based on ROI, or that it is even possible to fully understand how events contribute to sales. Events are so much more than just selling opportunities. Yes, they can impact a sales pipeline, but they should also drive brand affinity and strengthen customer loyalty – all significant contributors to a business’s success.”
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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