Integrate event return on investment into existing management routines rather than running it separately.
Building Strategies to Measure Return on Investment from Events
Practical training in event return on investment, grounded in real cases and applied to your own operation.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in event return on investment is easy to generate and easy to mistake for progress. Attribution in return on investment is imperfect; that is not a reason to stop measuring it. Plans for the marketing and commercial practice discipline often fail at the handover point between functions. Each session closes with a decision the participant must justify about event return on investment in their own setting. It establishes a shared vocabulary for this aspect of marketing and commercial practice so that teams can disagree productively about it. The programme builds the judgement to know which parts of return on investment to standardise and which to leave flexible. The content is relevant to those who own event return on investment and to those who are held accountable for its results. Post-incident reviews keep identifying weaknesses in return on investment that were visible long before the incident. It closes by agreeing the smallest change to this strand of marketing and commercial practice that would make a visible difference.
Expected Learning Outcomes
Protect the brand while pursuing short-term targets in return on investment.
Plan expansion of event return on investment into new segments or markets deliberately.
Build the positioning for return on investment around a claim competitors cannot honestly make.
Choose channels for event return on investment on evidence of where the audience decides.
Test the organisation's response to return on investment under conditions that are less than ideal.
Estimate what event return on investment costs to run properly, and what is lost when it is not.
Who Should Attend
Procurement and contracting staff whose agreements set obligations around event return on investment.
Customer experience managers improving return on investment.
Founders and owner-managers running event return on investment personally.
Department heads accountable for the results of return on investment.
Sales managers leading teams that deliver event return on investment.
Account managers responsible for retention within return on investment.
Course Modules
Event return on investment: objection handling and negotiation
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on event return on investment
- Script the three most common objections in event return on investment and the responses.
- Confirm that those complying with return on investment understand why it exists.
- Define the handover point between marketing and sales in event return on investment.
- Verify six months later that changes to return on investment have held.
Session 2Where the buyer actually decides on return on investment
- Test the procedure for event return on investment against a realistic scenario.
- Identify the data already collected that bears on return on investment.
- Test creative for event return on investment at small scale before full commitment.
- Assign responsibility for keeping documentation of return on investment current.
Return on investment: pricing, value and discount control
2 sessions · 8 pointsSession 1Reviewing return on investment when nothing has gone wrong
- Choose the next segment for event return on investment and state why it is next.
- Collect evidence on the present handling of return on investment before proposing changes.
- Design the retention action triggered when a customer of event return on investment goes quiet.
- Prepare the response for the most likely failure in return on investment.
Session 2Building lasting competence in return on investment
- Build the content that answers the buyer's real question about event return on investment.
- Review whether short-term tactics on return on investment are damaging the brand.
- Establish what evidence demonstrates event return on investment is under control.
- Review whether return on investment is aligned with the objectives of the commercial team.
Return on investment: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Defining the audience for return on investment narrowly enough to matter
- Structure pricing for event return on investment against perceived value.
- Agree the smallest change to return on investment that would be visibly useful.
- Compare cost of acquisition against value in event return on investment.
- Map the decision journey for return on investment and mark where the choice is actually made.
Session 2Qualifying out of event return on investment early and without guilt
- Distinguish symptoms from causes when event return on investment underperforms.
- Select channels for return on investment based on evidence, then cut the rest.
- Set the discount authority for event return on investment and require justification.
- Set the review interval for return on investment and who attends.
Return on investment: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Closing out return on investment and capturing what was learned
- Measure lifetime value from event return on investment, not just first purchase.
- Estimate the resource return on investment requires to run as designed.
- Set objectives for event return on investment in revenue terms with a timeframe.
- Agree the attribution model for return on investment and state its known limits.
Session 2Choosing channels for return on investment on evidence
- Draft the minimum viable go-to-market plan for event return on investment.
- Decide what will be stopped to create capacity for return on investment.
- Define qualification criteria that disqualify quickly in event return on investment.
- Confirm that contractual obligations around return on investment are understood.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.