jmic paris conf may 2015 pres julie winram
TRANSCRIPT
6th Floor – 543 Granville Street, Vancouver, BC V6C 1X8T 604.566.8912 @sentisresearch sentisresearch.com
SENTIS MARKET RESEARCH INC.
Beyond SpendingMeasuring The Total Benefits Of Meetings
JMIC Value of Meetings ConferenceMay 15, 2015
Julie WinramManaging Partner
Sentis [email protected] | 604.396.2416
Why I’m Here
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Hey, I’d like you to come to a meeting.
What’s it about? …. Is it a meeting on meetings? Hahaha.
You guessed it!
Well, tell me more first. What’s the plan to move things along?
Why I’m Here
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The plan is this…I’m going to put 50 smart people in a room together.
That’s the plan?? Ok, well, first tell me where, when
and what you want from me.
Not sure what I’ll want you to do yet, but you’ll have to get yourself there. It’s in Paris.
Paris? And I have to pay for my own ticket? Hmmm. Jeez Rod, let me think about it!
Measuring ECONOMIC Benefit (Sentis Model, circa 2004 - 2013)
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Spending data from surveyed attendees
Total population of
qualifying attendees
Event Production
Costs
Total Attendee Spending
Total Exhibitor Spending
Projected to
Spending data from surveyed exhibitors
Total population of
qualifying exhibitors
Projected to
Spending figures from facility/event
organizer
Total Benefit
From Spending
Measuring TOTAL Benefits (Sentis Model, circa 2015)
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Spending data from surveyed attendees
Total population of
qualifying attendees
Event Production
Costs
Total Attendee Spending
Total Exhibitor Spending
Projected to
Spending data from surveyed exhibitors
Total population of
qualifying exhibitors
Projected to
Spending figures from facility/event
organizer
TOTAL BENEFITSSpending
+Long Term Social and Economic
Development
Off-Site Event Spending
-Sharing of ideas, techniques, understanding, technology, etc.
-Return visits-Connections & relationships
-Business deals
Measuring TOTAL Benefits (Sentis Model, circa 2015)
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Spending data from surveyed attendees
Total population of
qualifying attendees
Event Production
Costs
Total Attendee Spending
Total Exhibitor Spending
Projected to
Spending data from surveyed exhibitors
Total population of
qualifying exhibitors
Projected to
Spending figures from facility/event
organizer
TOTAL BENEFITSSpending
+Long Term Social and Economic
Development
Off-Site Event Spending-Sharing of
ideas, techniques, understanding, technology, etc.
-Return visits-Connections & relationships
-Business deals
Case Study: 2010 Paralympic Games
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Objectives
Task 1: Measure the impact of the Paralympic Games on improving public attitudes regarding people with disabilities
Task 2: Measure improvement in the City’s accessibility for people with disabilities
Case Study: GPS 2012
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Method
Task 1: Measuring improvement in public attitudes
• Pre Games Survey• Post Games Survey - Immediately after
Games• Follow-Up Survey - 6 months later
Task 2: Measuring improvement in accessibility
• Public records pre-Games on wheelchair accessibility at public and private facilities
• Public records post Games
Measuring TOTAL Benefits (Sentis Model, circa 2015)
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Spending data from surveyed attendees
Total population of
qualifying attendees
Event Production
Costs
Total Attendee Spending
Total Exhibitor Spending
Projected to
Spending data from surveyed exhibitors
Total population of
qualifying exhibitors
Projected to
Spending figures from facility/event
organizer
TOTAL BENEFITSSpending
+Long Term Social and Economic
Development
Off-Site Event Spending-Sharing of
ideas, techniques, understanding, technology, etc.
-Return visits-Connections & relationships
-Business deals
Case Study: GPS 2012
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Objectives
Task 1: Estimate the economic benefit generated by GPS 2012
Task 2: Estimate the total amount of business transactions that were made or are expected to be made in the 12 months following GPS 2012
Task 3: Capture attendee and exhibitors’ overall experience at GPS 2012
Task 4: Measure interest in future attendance and impact of moving to an annual conference
Case Study: GPS 2012
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Method
2837 online surveys with attendees
814 online surveys with exhibitors
The spending data was weighted and projected to the total actual attendee and exhibitor populations
The production costs were added
The value of the transactions (deals) was calculated
For this study, there was no need to calculate the impact to GDP or other economic benefits (eg. taxes, employment, etc.)
We also did not include off-site event spending
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Direct Economic Benefit (Total Spending)
GPS 2012 brought an estimated $69.4 million in economic impact to the City of Calgary.
Total Attendee Spending
37%
Total Exhibitor Staff & Com-
pany Spending59%
Total GPS 2012 Production Ex-
penditures4%
$25.4M
$41.2M
$2.8M $69.4 million in
direct spending
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Business Transactions Attributed To GPS 2012
In addition to the direct economic benefits associated with holding the event itself, companies attributed an estimated $8.9 billion in business transactions.
$4.2 billionin transactions with international companies
$4.7 billion in transactions with Alberta-based companies
$8.9 billion worth in business
transactions
Challenges & Caveats
1. Take care in data collection
Sample accurately (sampling frame and approach)
Maximize participation
Optimize accuracy of answers and honest disclosure of information
2. Prevent or remove duplicated transactions
3. Careful weighting and expansion of data
4. Accurate reporting of results
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How is GPS using the results?
1. Promotion of the event
Benefits to attendees and exhibitors to participating
Benefits to City of Calgary
2. GPS is planning to repeat the study in 2016
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Some Final Thoughts On Demonstrating Value
1. What does my stakeholder (client, government official, board) want to achieve? What is their mandate?
2. How can I help them reach their goal? (ie. make them look good)
Relevant events Community involvement Thought leader association Communications about the success Post event activities
3. How can we prove we made a difference?
Look for information already available (pre-post the event) Survey attendees and key participants Round out the data with compelling stories Possibly: compare against at a control city
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