conworld.net - Global Meetings Industry Portal

A strong majority (60 percent) of meeting planners attending the 21st Annual Hospitality Sales & Marketing Association International’s (HSMAI) Affordable Meetings® National Conference & Exposition at the Walter E. Washington Convention Center in Washington D.C. on Sept. 8-9, 2010, responded to the event’s pre-show survey by stating they feel increased pressure to show metrics that exemplify the success and ROI of an event.

These findings also remain consistent with findings from the pre-show surveys conducted prior to this year’s Affordable Meetings® Mid-America and West.

The specific outcomes requested by meeting planners attending the National show fell into three categories: event satisfaction rate, attendance-repeat attendance rates and metrics related to net revenue.

"A strong trend emerged from the survey. Planners appear to face the increased challenge of quantifying and rectifying "hard" or financial variables with "soft" or evaluative metrics when it comes to planning and assessing events in today's economic climate,” stated Dr. James Houran, president of 20|20 Assessment™.

“Driving the bottom line at any cost is not the approach in today's market. The focus of planners is more strategic and takes into account, in a balanced methodology, the logistical and interpersonal aspects of events. It's about transforming conference experiences into brands."

Also according to the conference’s pre-show survey, conducted by J. Spargo & Associates and analyzed by 20|20 Assessment™, respondents feel modern technology is most helpful in the planning industry for online registrations, social networking, eRFPs, email blasts, marketing, blogs, conducting virtual meetings and utilizing e-commerce through online stores.

Respondents suggested that technology saves time and enhances organization, while at the same time streamlining business processes, more accurately capturing or manipulating information and allowing a database of legacy data to be built.

It also allows a wider audience to be reached, they said. Planners attending the show this year expressed interest in learning new innovations in the technology area both in the educational sessions and from the exhibitors that would help them better manage their show outcomes.