Event Strategy Scorecard |
Event strategy is a coherent set of priorities and goals for the events where your company will participate. Read more: https://bscdesigner.com/event-kpis.htm |
72.53%
|
72.53
|
Finance |
What are the financial outcomes of achieving goals from the Customer perspective? What are our financial goals in the context of the event strategy? |
65.42%
|
65.42
|
Make participation in events financially viable |
|
65.42%
|
65.42
|
Real costs of event |
|
37.5%
|
8,500
|
Dollar equivalent of value from event |
|
93.33%
|
28,000
|
Event CPL vs. other marketing channel CPL |
|
|
|
Provide personal interaction with brand |
It’s one thing to visit your website, but you also need to talk to your team on a trade show booth. The physical presence is just the beginning, and it is important to learn from clients and implement on their feedback, as discussed above. |
25%
|
25
|
The company is perceived as an expert |
A company is perceived as an expert in a domain when it is presented at industry events, does keynotes, participates in the trade shows. |
80%
|
80
|
Customer |
What are the needs of the customers? What needs will be satisfied if our organization participates in the event? |
52.5%
|
52.5
|
Provide personal interaction with brand |
It’s one thing to visit your website, but you also need to talk to your team on a trade show booth. The physical presence is just the beginning, and it is important to learn from clients and implement on their feedback, as discussed above. |
25%
|
25
|
# of event and booth invitations sent |
Every time customer support specialists mention that client can meet our team at a certain event |
88.89%
|
800
|
High profile clients, % |
This is an indirect indicator of how effective our event strategy is in reaching high profile clients |
25%
|
25
|
Event Participation |
Implement effective behaviour patterns for events. |
86.67%
|
86.67
|
The company is perceived as an expert |
A company is perceived as an expert in a domain when it is presented at industry events, does keynotes, participates in the trade shows. |
80%
|
80
|
Brand Awareness, % |
|
80%
|
80
|
Post-event Implementation |
Event follow-up and continuous learning. |
116.67%
|
116.67
|
Internal Business Processes |
What can we do to satisfy customer needs? Among all possible goals, we will focus here on the goals related to event strategy. |
94.11%
|
94.11
|
Pre-event Analysis |
Improve event selection and preparation process. |
79%
|
79
|
Improve processes |
What are the improvement points of the processes? Travel optimization, using events as an opportunity to meet remote team members. |
80%
|
80
|
%, event score according to the event analysis scorecard |
|
78%
|
78
|
# of contacts that were followed up before the event |
|
80%
|
32
|
Event Participation |
Implement effective behaviour patterns for events. |
86.67%
|
86.67
|
Master presentation and networking skills |
What skills do our event team need to master? Presentation skills, networking skills, marketing materials. |
75%
|
75
|
Pre-event Analysis |
Improve event selection and preparation process. |
79%
|
79
|
# of potential clients reached |
|
|
|
# of meaningful interactions |
|
90%
|
18
|
# of qualified leads |
|
83.33%
|
5
|
Post-event Implementation |
Event follow-up and continuous learning. |
116.67%
|
116.67
|
Event Participation |
Implement effective behaviour patterns for events. |
86.67%
|
86.67
|
# of ideas for innovation pipeline |
|
83.33%
|
15
|
Internal learning presentations, hours |
|
150%
|
6
|
Innovation Perspective |
What are our improvement points? What do we need to learn to do events better and satisfy client’s needs better? |
80%
|
80
|
Improve processes |
What are the improvement points of the processes? Travel optimization, using events as an opportunity to meet remote team members. |
80%
|
80
|
Estimated event budget vs. real event budget |
|
|
|
# of improvement points found |
|
80%
|
8
|
Master presentation and networking skills |
What skills do our event team need to master? Presentation skills, networking skills, marketing materials. |
75%
|
75
|
Networking skills training, hour |
|
|
|
Presentation skills training, hours |
|
|
|
Presentation skills practice, hours |
|
|
|
Average presentation feedback score, % |
|
75%
|
75
|
Focus customer development efforts |
What conference do our potential clients actually visit? What are today’s needs of our clients? |
|
|
Event Analysis Scorecard |
|
62.01%
|
62.01
|
Stakeholders Analysis |
|
42.33%
|
42.33
|
%, match between event target auditory and your perfect client portrait |
|
66.67%
|
30
|
The # of influencers in your business domain |
|
40%
|
2
|
Recruiting opportunities index |
|
30%
|
30
|
Competitive intelligence possibility |
|
30%
|
30
|
Presence of relevant solution vendors |
|
45%
|
45
|
General Event Analysis |
|
79.25%
|
79.25
|
The % of topics relevant to the current business challenges |
|
56.25%
|
45
|
Marketing readiness, % |
Possibilities to spread the word about your participation/talk/workshop to event attendees |
40%
|
40
|
Speaking opportunity |
|
100%
|
100
|
Location Analysis |
|
64.44%
|
64.44
|
Prospect clients in the region |
Were there any leads from the region? |
60%
|
12
|
Current clients in the region |
Do we have clients in the region? |
50%
|
2
|
Prospect partners in the region |
Do your prospective partners attend the event? |
50%
|
1
|
Team members in the region |
|
100%
|
100
|
# of prospect clients interested in meeting / demo |
|
60%
|
3
|
# of current clients interested in business breakfast |
|
66.67%
|
2
|
Real Costs Event |
|
81.13%
|
81.13
|
Travel costs |
|
85.23%
|
1,370
|
Flight tickets |
|
80%
|
800
|
Taxis |
|
100%
|
90
|
Accommodation costs |
|
91.43%
|
480
|
Materials costs |
|
80.65%
|
240
|
Time investments |
Dollar equivalent of time spent on travelling. Time spent on preparing for an event (travel planning, preparing slides, doing pre-event research). Event time. Processing of event results. Time attendee is not involved in the main work. |
77.53%
|
93
|
Time spent on travelling |
|
70.73%
|
19
|
Time spent on preparing for an event |
|
62.5%
|
14
|
Event time |
|
100%
|
48
|
Processing of event results |
|
75%
|
12
|
Event costs |
Admission, workshops, social events, certification, city excursions. |
|
|
Indirect costs |
Jet lag impact, costs of catching an early morning flight, costs of long waiting time for connection flight. Personal costs that are caused by business travel, such as getting a pet to the animal hotel. |
|
|