How do you know if it’s working?

Having worked in the world of conferences and events my entire working life (to date) I have seen many fads and fashions come and go. Sometimes these have been technology and gimmicks used for the sake of it – clients and producers just wanting to have the latest bleeding edge product. Sometimes it has been a theme or approach inspired by some topical event, TV series or film.(Although I do lay claim to pitching a client an X-Factor theme a good decade before the TV series landed!). Something else that arrived around the mid 90’s but has proved itself much more than a fad (quite rightly), is ‘measurement’.

Previously clients were happy with a good ‘gut feeling’ or a reasonable number of (metaphorical) slaps on the back as the measure of success of a conference or event. But ever increasingly powerful procurement departments decided that just wasn’t good enough any more; it was necessary to prove that objectives were being met, that the return on investment justified the cost, that events work!

Along the way they took a lot of the fun out of the business. Conferences and events by and large grew more sterile, less creative… but at least they had statistics, graphs and balance sheets that proved their value! But there is the problem;¬† a lot of dry data is produced which is often difficult to digest and even harder to interpret. And who really believes statistics anyway?

Last month I learnt there is an organisation out there called Fr3dom Health, that has realised the problem with this approach and that numbers alone are not enough! Not only that, they have developed a platform to provide a sophisticated quantitative and qualitative measurement service for event owners that goes way beyond the spreadsheet. We were contracted by them to produce video content to support the measurement of the success of a large Department of Health event Innovation Expo 2013. As Toby Knightley-Day, MD of Fr3dom Health puts it

“Its about telling stories”.

That’s music to my ears.

Here is Toby talking about the event…