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The importance of in-person

LESSONS LEARNED

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Chris Gaia, senior VP-marketing at Maritz Travel, the meetings, events and incentive travel arm of Maritz, said that for marketers to take full advantage of the benefits of in-person events, they need to start measuring ROI in new ways. “The industry in general needs to do a better job of beginning to take measurements beyond the standard attendee satisfaction scores,” he said. “Marketers need to ask how the event relates to behavior change—what are the specific goals that they are going measure on a pre- and post-event basis—and then figure out how they are going to create value.” Beyond that, marketers must remember that the full impact of face-to-face events isn't necessarily created in a single meeting. “We have to think about the regular rhythm of bringing people together because these benefits are all built over time,” McEuen said. “Think of it as building the social fabric. Businesses are social structures. If you stop holding a meeting, over time you will erode the social fabric.”
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