delivering strategic value through meetings and events
TRANSCRIPT
Delivering Strategic Value through Meetings and Events
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Presented By Subject Matter ExpertsMary Boone Jack Phillips Susan Radojevic
Moderated by Vicki Hawarden, VP of Knowledge for MPI
Why is MPI Sponsoring this Initiative?
The Four Elements
• Crisis created the need for more clarity
• Opportunity for a Tipping Point• Collaboration essential to success
The Four Elements Source of Strategic Value
• Portfolio Management• Meeting Design• Measurement• Advanced Logistics
The First Element Portfolio Management
Strategic Event Alignment©
Strategic Event Alignment©DefinitionStrategic event alignment© is an approach and process that aligns enterprise wide event marketing initiatives with business goals for the purpose of increasing business effectiveness, competitiveness and profitability.
Source: The Peregrine Agency Ltd.
Strategic Event Alignment©Goals
• Event Effectivenesso How events fit in with an organization’s business goals
• Event Efficiencyo Cost reduction and best practices
Essential Inter-Dependent Components
• Effective Leadership• Strategy• Financial Investment• Technology• Executive Champion• Communication
Six Key Components
• Communication• Change Management• Policies• Processes • Technology evaluation• Sustainability
Strategic Event Alignment©
Meetings and Events are an INVESTMENT
Strategic Event Alignment© and The Professional Planner
It elevates our position within the corporate world by enriching our ability to promote a better understanding of the power of events.
The Second Element Meeting Design
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignDefinition
Broadcast Interactive
Meeting DesignDefinitionThe purposeful shaping of the form and content of a meeting to deliver on crucial business objectives.
Meeting design incorporates methods and technologiesthat connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting.
Good design integrates the meeting with other communication activities, maximizes interactivity, and results in a significant return on investment.
Meeting DesignWhat’s Different?
• Meeting Design• Meeting Planning• Meeting Creative• Instructional Design
Meeting DesignWho Does it?
• Progressive Planners• Ad hoc providers
Meeting Design
The Financial Services Example
The Third Element Measurement
Measuring Meetings and Events
Level Measurement CategoryCurrent Status*
Goal in
5 Years* Comments
O
Inputs/IndicatorsMeasures inputs into meetings and events including number of meetings, attendees, audience, costs, and efficiencies
100% 100%Performed now
1
Reaction and Perceived ValueMeasure reaction to, and satisfaction with, the experience, ambiance, contents, and value of meeting
100% 100%
Need more focus on content and perceived value
*Percent of meetings and events evaluated at this level
Measuring Meetings and Events
Level Measurement CategoryCurrent Status*
Goal in
5 Years* Comments
2
LearningMeasures what participants learned in the meeting – information, knowledge, skills, and contacts (takeaways from the meeting)
10-20% 80-90%
Must use simple learning measures
3
Application and ImplementationMeasures progress after the meeting – the use of information, knowledge, skills, and contacts
5% 15-25%Need more follow-up
*Percent of meetings and events evaluated at this level
Measuring Meetings and Events
Level Measurement CategoryCurrent Status*
Goal in
5 Years* Comments
4
Impact and ConsequencesMeasures changes in business impact variables such as output, quality, time, and cost-linked to the meeting
< 2% 10%
This is the connection to business impact
5
ROICompares the monetary benefits of the business impact measures to the costs of the meeting
< 1% 5%The ultimate evaluation
*Percent of meetings and events evaluated at this level
Potential Intangible Benefits
InternalInternal
• Greater Satisfaction/ Engagement
• Improved Teamwork
• Fewer Conflicts/ Complaints
• Enhanced Communication
• Reduced Stress
External External
• Stronger Brand
• Enhanced Image
• Improved Customer Service
• Improved Customer Satisfaction
The Benefits of ROIResultsResults
• Shows contribution of meetings
• Enhances processes
• Increases satisfaction of stakeholders
RespectRespect• Gains attention of
senior managers
• Increases executive confidence
• Earns “a seat at the table”
ResourcesResources• Improves support for
meeting planning
• Identifies successful meetings that could be expanded
ROI Analysis elevates the conversation, increases support and validates results
Key Takeaways on ROI Analysis
• Captures up to six types of data and provides a balanced profile of success
• Uncovers process improvements and justifies funding
• Best leveraged for expensive, high-profile, important meetings
• Fits into most budgets• Credible with executives
Don’t wait for the ROI request – be proactive!
The Fourth Element Advanced Logistics
What’s Next?
Henry Ford Said:
“Coming together is a beginning…keeping together is progress…working together is success…”
Thank you to our sponsors!
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