Events and live communications industry trade association EVCOM has added the topic of return on investment (ROI) to its training programme, bringing the Event ROI Institute onboard.
The agreement with Event ROI Institute means that EVCOM will run the regular two-day ROI skills training programmes in the UK. It will be offered to members and non-members alike.
“It is hard to think of something more important than the ability to maximise and prove ROI” says EVCOM CEO Marco Forgione.
“This is what gives our industry credibility and the foundation for sustainable growth. Our customers are increasingly viewing events as investments in their organisations and markets rather than just an expense, and investments require accountability for their financial return.”
Event ROI Institute has provided training programmes in the UK and a dozen other European countries for nearly 10 years, and already has a dedicated group of practitioners of the ROI Methodology.
EVCOM member Top Banana focuses on making sure its events work, using the ROI methodology is a key part of their approach.
Managing Director Nick Terry says: “We invest in training on the ROI Methodology, it is fundamentally sound and applicable to all kinds of events, in particular today when nobody has money to waste. It gives a company like ours a process to demonstrate true value added to our clients.”
Top Banana was last year awarded the European Best Events Award (EuBEA) for Best Event Evaluation.
“ROI is a crucial factor in increasing the credibility of the events industry, and helping it demonstrably stand up against other mediums of communication,” added Terry. “As a leadership events agency, there’s an onus on us to demonstrate a real return on the goals our clients set, and ROI is a way to define these and add real value going forward.”
Event ROI Institute Managing Partner Dr Elling Hamso (pictured) adds: “In my view EVCOM is leading the events industry in Europe and their endorsement of the ROI Methodology confirms its status as the industry standard.”
The ROI training programme to be offered by EVCOM is a two-day course followed by six months coaching.
The first EVCOM programme is planned for 3-4 September, limited to a maximum of eight participants.
Eventia, the former name for EVCOM, has run ROI programmes in the past.
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