Planners Under Increased Pressure To Show ROI For Meetings | HSMAI's Affordable Meetings Pre-Show Survey Respondents Cite Measurement As Key Focus In 2010

Nearly half (49 percent) of the meeting planners attending the 10th Annual Hospitality Sales & Marketing Association International’s (HSMAI) Affordable Meetings® Mid-America Conference & Exposition at Chicago's Navy Pier, April 14-15, 2010, stated that they feel increased pressure to show metrics/statistics that attest to the success of events. Industry professionals are paying more attention to ROI and outcome measurement, especially now that budgets are tighter and meetings are coming under continued scrutiny.

Nearly half (49 percent) of the meeting planners attending the 10th Annual Hospitality Sales & Marketing Association International’s (HSMAI) Affordable Meetings® Mid-America Conference & Exposition at Chicago's Navy Pier, April 14-15, 2010, stated that they feel increased pressure to show metrics/statistics that attest to the success of events. Industry professionals are paying more attention to ROI and outcome measurement, especially now that budgets are tighter and meetings are coming under continued scrutiny.

According to the conference’s pre-show survey, conducted by J. Spargo & Associates and analyzed by 20|20 Assessment™, the measurements most often requested of meeting planners include event evaluations/satisfaction surveys, net revenue, attendance size, room night count, sponsorships, ability to stay within budget, rate of repeat attendance, level of responsiveness to client needs and increased service per attendee per dollars spent.

“Interestingly given the economy, price isn’t the critical deciding factor for meeting planners. Meeting planners are instead looking for value and a solid return on their investment. This year, they’re scrutinizing every detail of the cost in order to ensure they receive maximum value,” said Dr. James Houran, President of 20|20 Assessment™. “The outcomes planners cited as being the most meaningful are event satisfaction rates, attendance/repeat attendance rates, and metrics related to net revenue,” he added.

The top five factors surveyed planners said they use to select specific venues for events were (in descending order of average rating): size of the meeting space, guest room cleanliness, customer service, location of the venue and price.

A majority of survey respondents (84 percent) also indicated that they rely on current technology in their jobs. Respondents most commonly use online registrations, social networking, eRFPs, email blasts, marketing and blogs as business resources. HSMAI’s Affordable Meetings® Mid-America offers attendees a special event technology educational track and an area on the exhibition floor devoted to event technology services and providers.

More than 1,000 attendees, representing experienced meeting and event planners from a variety of organizations, with a majority representing corporate, association and independent sectors and the balance from government, non-profit, education, religious and medical/health care organizations, trade show management and the military, are expected to visit HSMAI’s Affordable Meetings® Mid-America 2010 show. Attendance at HSMAI’s Affordable Meetings Mid-America is free-of-charge for qualified meeting planners.

Booth space is still available at the Mid-America Show and can be obtained by contacting Craig Baker, account manager, J. Spargo & Associates, (703) 679-3942, e-mail: amexhibits@jspargo.com

Other shows for 2010 include: HSMAI’s Affordable Meetings® West, June 16-17, 2010, Long Beach Convention Center – Long Beach, Calif. and HSMAI’s Affordable Meetings® National and Event Technology Expo, Sept. 8-9, 2010, Walter E. Washington Convention Center – Washington, D.C.

Attendee information for HSMAI’s Affordable Meetings® Mid-America is available by calling 800-564-4220. For additional information and a complete program schedule, visit www.affordablemeetings.com.

Trend Analyst Michael Tchong on Innovation and Hospitality