Independent research carried out by Research Support and Marketing
claims that much of the estimated pounds 330 million spent on company
events is wasted because of a lack of proper evaluation.
The results, compiled from surveying communications decision makers
within 77 UK companies, found that just 34 per cent evaluated events
against their objectives.
Historically, events have been viewed as an add-on, handled by PR,
either in-house or by an agency. But while a great deal of money is
spent on staging events the research shows that very little is actually
spent on evaluating the results.
The research also found that 72 per cent of those surveyed cited
management’s personal preferences as an important factor for deciding
the choice of an event.
’A back-to-basics approach needs to be adopted so events are built upon
evaluation, not merely as an add-on, thus creating a more potent
communications tool,’ said Chris Hill, joint MD of McMenemy Hill, a
specialist events consultancy, which commissioned the research.