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Measuring the performance of corporate events : an empirical study of measuring practices in Finnish companies

Michael, Mari (2012-10-25)

Measuring the performance of corporate events : an empirical study of measuring practices in Finnish companies

Michael, Mari
(25.10.2012)
Katso/Avaa
414358.pdf (4.671Mb)
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Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2012121910327

Kuvaus

siirretty Doriasta
Tiivistelmä
Corporate events as an effective part of marketing communications strategy seem to be
underestimated in Finnish companies. In the rest of the Europe and the USA, investments in events
are increasing, and their share of the marketing budget is significant. The growth of the industry
may be explained by the numerous advantages and opportunities that events provide for attendees,
such as face-to-face marketing, enhancing corporate image, building relationships, increasing sales,
and gathering information. In order to maximize these benefits and return on investment, specific
measurement strategies are required, yet there seems to exist a lack of understanding of how event
performance should be perceived or evaluated.

To address this research gap, this research attempts to describe the perceptions of and strategies
for evaluating corporate event performance in the Finnish events industry. First, corporate events
are discussed in terms of definitions and characteristics, typologies, and their role in marketing
communications. Second, different theories on evaluating corporate event performance are
presented and analyzed. Third, a conceptual model is presented based on the literature review,
which serves as a basis for the empirical research conducted as an online questionnaire.

The empirical findings are to a great extent in line with the existing literature, suggesting that
there remains a lack of understanding corporate event performance evaluation, and challenges arise
in determining appropriate measurement procedures for it. Setting clear objectives for events is a
significant aspect of the evaluation process, since the outcomes of events are usually evaluated
against the preset objectives. The respondent companies utilize many of the individual techniques
that were recognized in theory, such as calculating the number of sales leads and delegates.
However, some of the measurement tools may require further investments and resources, thus
restricting their application especially in smaller companies. In addition, there seems to be a lack of
knowledge of the most appropriate methods in different contexts, which take into account the
characteristics of the organizing party as well as the size and nature of the event. The lack of inhouse
expertise enhances the need for third-party service-providers in solving problems of corporate
event measurement.
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