While the methods are up and down the line, measurement, measurement, measurement is fast becoming to the PR industry what location, location, location is to real estate. And
measurement for events is no exception, says a recent survey conducted jointly by PR firm Peppercom and Event Solutions.
The survey, which polled 105 events professionals, found that an overwhelming percentage (76%) of respondents are interested in a turnkey measurement program as a means to
measure ROI, yet few implement one or know of any that work. So, for successful events, what should be measured? Attendance (18%) came in first with event effectiveness (17%)
second and cost (17%) third. Company exposure was cited by nearly 12% of respondents. Overall, the three biggest concerns among events execs are budget (25%), results (22%) and
event details (21%).
"As event producers look to justify monetary investments, it's clear that the availability of an efficient, cost-effective and simple measurement tool will become even more
important," said John Baragona, publisher of Event Solutions, in a news release. For more information on the survey, contact [email protected].