New GES Service Helps Event Marketers Demonstrate the Value of Live Events
March 9, 2018
It’s a problem that has plagued the marketing industry for decades: how to holistically and accurately assess the impact of live, face-to-face events.
To solve this nagging issue, GES has launched GES Measurement & Insight, a new service that provides the key information marketers need to understand and demonstrate the business value of their events, activations and exhibits.
A proprietary, standardized methodology that analyzes four key metrics to tie event performance to business outcomes, GES Measurement & Insight provides valuable insights based on event data, a scoring system to compare against industry benchmarks and actionable insights and recommendations for improving events over time.
“Marketing leaders are scrutinizing their budgets across all channels, including some of the largest areas of spend – events, activations and exhibits,” explained Wendy Gibson, GES executive vice president of global marketing.
She continued, “Because of this scrutiny, marketing teams must show business value. Our approach is based on years of experience as a live event marketing partner for thousands of companies and brands. Our model focuses on key metrics that are tied to business outcomes and include insights and actionable recommendations, rather than just data.”
GES Measurement & Insight provides valuable metrics in four key areas:
- Anticipated Pipeline Impact: assesses expected buying behavior impacted by the event and reports on anticipated revenue
- Brand Impact: measures changes in brand perception affected by the event
- Customer Retention: evaluates the impact of the event on anticipated customer loyalty
- Quality of Experience: assesses the perceived value of the event to inform continuous improvement efforts
With the quantifiable benchmarks of success this service can provide, GES and its Strategy Team are looking forward to helping clients demonstrate the business value of live events to their organizations.
“GES is one of the largest event services companies in the world,” said Dax Callner, GES Events chief strategy officer. “We are ready to change the industry conversation around measurement.”
He continued, “We’re dispelling the myth that events should be measured solely based on ROI, or that it is even possible to fully understand how events contribute to sales. Events are so much more than just selling opportunities. Yes, they can impact a sales pipeline, but they should also drive brand affinity and strengthen customer loyalty – all significant contributors to a business’s success.”
Partner Voices
Here at Mandalay Bay, venues are inviting and innovative. As one of the most iconic names on the Las Vegas Strip, the Mandalay Bay Convention Center has recently undergone an exciting upgrade. This renowned venue now offers everything your business needs, with a refreshed convention space designed to inspire productivity and creativity, as well as an impressive selection of world-class restaurants and amenities. If you're searching for a venue that is both inviting and innovative, Mandalay Bay is the place to be.
Mandalay Bay is committed to investing in a new wave of enhancements, not only in the convention space but also throughout the entire resort. With new restaurant openings and remodels, spectacular entertainment, and updated rooms, Mandalay Bay promises to deliver new and exciting experiences to its guests until 2024.
To create a truly effective conference venue, Mandalay Bay has carefully considered what businesses require. The right technology, capacity, and inspiration are essential to take ideas to the next level. The refreshed Mandalay Bay Convention Center has been designed with your business in mind. Every room is equipped with newly-upgraded technology, enhancing our ability to support bandwidth demand and overall data capabilities. Additionally, the addition of 10 new digital walls provides bigger and more dynamic ways to display customized content messages.
Mandalay Bay offers world-class conference space and service. The venue options range from ballrooms to ample pre-function spaces, catering to teams of any size while accommodating multiple large groups simultaneously. Our certified planners work collaboratively with you to understand your specific event requirements, anticipating your business needs and offering the best-fit solutions.
In addition to providing exceptional conference facilities, Mandalay Bay is also dedicated to sustainability. We strive to give our guests an unforgettable experience while minimizing our impact on the environment. As part of our sustainable energy efforts, you'll find refillable water stations throughout the property, eliminating the need for single-use plastic bottles and reducing unnecessary plastic usage.
Mandalay Bay is proud to offer an upgraded and enhanced experience for businesses seeking a venue that combines innovation, convenience, and sustainability. Whether you're hosting a conference, meeting, or other business event, Mandalay Bay's refreshed convention space, world-class service, and commitment to sustainability make it the ideal choice. Come and discover the new wave of experiences awaiting you at Mandalay Bay on the Las Vegas Strip. Wherever your organization is going, getting there starts with being here.
Add new comment