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El Blog de las Bodas

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Calcular el ROI de un evento

Posted on October 19, 2015 at 6:37 AM
Ya pasó a la historia la época dorada de los eventos en la que todas las empresas participaban en una feria, celebraban una convención,…simplemente por el hecho de que siempre se había hecho así y no se podía fallar un año.

No es nueva la preocupación que desde hace un año, y de manera totalmente lógica, se ha generado en torno al ROI. El Retorno de la Inversión, un concepto que, a priori, parece no gustar demasiado a las agencias organizadoras de eventos pero que enamora al cliente porque le aporta una información básica e imprescindible para valorar la utilidad de su participación u organización de un determinado evento.
Es decir, ya no sólo sirve hacer un evento bonito e impactante y novedoso, sino que se requiere saber si éste ha sido rentable y merece la pena repetirlo.


Se calcula bien el ROI?
En este post se pretende hacer un compendio de diferentes “consejos” y claves que habitualmente se proponen para la medición del ROI y evaluar de manera lo más precisa posible la eficacia de cada evento.

A continuación, el planteamiento que se debe hacer toda empresa que quiera calcular el ROI de un evento:

  •           Definir los objetivos del evento: Estos objetivos se tienen que definir de manera clara y           exacta. Para qué estamos organizando el evento? Que se pretende alcanzar con él?
  •           Evento a organizar: Parece una obviedad, pero se tiene que saber exactamente qué tipo           de evento se va a realizar y organizarlo enfocado a obtener el ROI, que la estructura del           evento permita implementar herramientas para el cálculo del retorno.
  •           Situación de los objetivos antes del evento: En qué punto se encuentra la empresa                   antes del evento?
  •           Sistema de recolección de datos. En este punto es cuando se aplicarán las herramientas           que nos aportarán los datos necesarios para el cálculo del ROI
  •           Comparación de la situación pre y post evento.
  •           Calcular el ROI: Si se ha tenido en cuenta todo lo anterior se facilitará el cálculo del                 ROI

 

Qué herramientas podemos aplicar para el cálculo del ROI?
Pueden ser analógicas, digitales, apps,…Lo importante es que se recojan datos y se haga un estudio previo al evento y otro posterior, exactamente igual para poder obtener una visión clara de los resultados obtenidos por el evento. Es positivo, en muchos casos, hacer otro estudio semanas o meses tras el evento para comprobar que efectivamente los resultados se han consolidado.

A la práctica, cuáles pueden ser las herramientas de medición para los resultados cualitativos?

  •           Cuestionarios / encuestas de clima (antes, durante y tras el evento)
  •           Reuniones de grupo
  •           Juegos digitales (de rol, etc,…) dirigidos a obtener información
  •           Exámenes / Controles para eventos de capacitación
  •           …

 
Y para los resultados cuantitativos?
Estos son más fáciles de valorar pero se deben definir de forma muy clara:

  •           Volúmen de ventas o contratos de servicios                       cerrados
  •           Número de visitantes
  •           Número de pruebas de producto
  •           Número de información solicitada
  •           Número de veces que los participantes                                 interactúan con la empresa

 

Todo lo que se diga del concepto ROI es poco pero, aunque desde hace unos años, trae de cabeza a todos los organizadores, estamos ante un elemento apasionante que nos puede aportar una información valiosísima para seguir trabajando en nuestra parcela dentro del marketing y herramienta ya imprescindible para añadir valor a nuestro trabajo. 

Categories: Eventos corporativos: Fidelización

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