New GES Service Helps Event Marketers Demonstrate the Value of Live Events

March 9, 2018

It’s a problem that has plagued the marketing industry for decades: how to holistically and accurately assess the impact of live, face-to-face events.

To solve this nagging issue, GES has launched GES Measurement & Insight, a new service that provides the key information marketers need to understand and demonstrate the business value of their events, activations and exhibits.

A proprietary, standardized methodology that analyzes four key metrics to tie event performance to business outcomes, GES Measurement & Insight provides valuable insights based on event data, a scoring system to compare against industry benchmarks and actionable insights and recommendations for improving events over time.

“Marketing leaders are scrutinizing their budgets across all channels, including some of the largest areas of spend – events, activations and exhibits,” explained Wendy Gibson, GES executive vice president of global marketing.

She continued, “Because of this scrutiny, marketing teams must show business value. Our approach is based on years of experience as a live event marketing partner for thousands of companies and brands. Our model focuses on key metrics that are tied to business outcomes and include insights and actionable recommendations, rather than just data.”

GES Measurement & Insight provides valuable metrics in four key areas:

  • Anticipated Pipeline Impact: assesses expected buying behavior impacted by the event and reports on anticipated revenue
  • Brand Impact: measures changes in brand perception affected by the event
  • Customer Retention: evaluates the impact of the event on anticipated customer loyalty
  • Quality of Experience: assesses the perceived value of the event to inform continuous improvement efforts

With the quantifiable benchmarks of success this service can provide, GES and its Strategy Team are looking forward to helping clients demonstrate the business value of live events to their organizations.

“GES is one of the largest event services companies in the world,” said Dax Callner, GES Events chief strategy officer. “We are ready to change the industry conversation around measurement.”

He continued, “We’re dispelling the myth that events should be measured solely based on ROI, or that it is even possible to fully understand how events contribute to sales. Events are so much more than just selling opportunities. Yes, they can impact a sales pipeline, but they should also drive brand affinity and strengthen customer loyalty – all significant contributors to a business’s success.”

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Partner Voices

As event professionals and destinations adjust, adapt and evolve in these uncharted waters, it is imperative that substantial resources be put in place for all of the people responsible for planning and executing trade shows, expositions and conventions. An example is Mohegan Sun, which built an industry-leading, COVID-19 Resource Center with a combination of pictures from recently held successful events (the property reopened on May 1, 2020) along with several widely available and informative documents, such as an evolving operational framework: