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…”

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