How to: make your event an investment, not a cost

DRPG managing director Dale Parmenter explains how measuring event metrics will ensure every event is an investment, not a cost…

The feared statement ‘I can’t afford to run the event’, usually stems from not measuring an event’s effectiveness and basing it on an isolated cost with no return. Without the evidence of return, it’s hard to justify an event’s purpose for an organisation.

Read the full article on the Meetings & Incentive Travel Magazine website.