Most event metrics focus on the splash—attendance, leads, and revenue. But real event ROI comes from the ripple: what attendees remember, how they feel, and what they do long after your event is over.
In this session, Chloe Richardson—event strategist, coach, and emcee with 15+ years of experience—makes a case for moving past ROI and embracing ROO (Return on Objectives) as the new standard for measuring event impact.
This recap breaks down the key takeaways from her session.
Why ROI doesn’t cut it anymore
Traditional ROI (revenue vs. cost) fails to capture the actual value of most events, especially when:
- The goal isn’t immediate revenue
- The impact shows up months later
- The value lies in shifting brand perception or customer behavior
ROO (Return on Objectives) steps in to measure long-term impact—things such as brand recall, sentiment shift, engagement, and intent to act.
ROO lets you prove the value of events that don’t close deals on the day but move the needle over time.
The ROO framework: 5 Steps to measuring what truly matters
Chloe lays out a practical, five-step model to incorporate ROO into your event strategy:
1. Define event objectives
Be specific. Are you aiming to generate leads? Shift perception? Drive product adoption? Most events have 3–7 clear goals. Get leadership involved early so they’re invested in the outcomes.
2. Set success indicators
What will success look like for each goal? Don’t just say “generate leads”—say “generate 100 qualified leads that convert within 6 months”. Look at sentiment, share of voice, or recall for brand goals. For internal events, track knowledge retention or alignment with company priorities.
3. Weight your goals
Not every objective matters equally. Assign a percentage weight to each one so your final ROO score reflects your true strategic priorities.
4. Score performance
Post-event, evaluate each objective against your targets. Score each one out of 10 based on actual results.
5. Calculate the ROO Score
Multiply each score by its weight in percentage. Add them up for a total ROO score out of 1000. Use it to benchmark future events, compare portfolios, or show leadership exactly how aligned your event was with business goals.
The hidden drivers of ROO: Memory and emotion
Memory and emotion are what turn an event from a moment into a movement. Chloe calls them the hidden drivers of long-term ROI—and backs it up with numbers:
- 70% of event content is forgotten within 24 hours
- 90% within a week
- But emotionally resonant moments stick
To increase event impact, you need to build emotional resonance through:
1. Surprise and personal relevance
Moments of surprise—unexpected guests, bold activations, or personal interactions—boost memory. The more relevant the experience feels, the stronger the emotional tie.
2. The peak-end rule
People remember the emotional high point and how the event ended. Plan a show-stopping peak and a powerful close. Don’t waste your final minutes on thank-yous and logistics.
3. Primacy bias
First impressions count. Don’t open your event with housekeeping. Use the first five minutes to make people feel something—curiosity, excitement, purpose.
Communicating impact to your leadership
You’re done measuring ROO. Now, make sure to convey it in a way your leadership team will actually care about.
- Speak their language—present ROO results in the format they prefer (email, Zoom, in-person).
- Start with an emotional hook—just like you’d open a keynote.
- Share headline metrics tied to memory and emotion:
- “78% of attendees remembered our key message a month later”
- “Those who felt emotionally connected were 50% more likely to engage post-event”
If you’ve brought them in early to define the objectives, these results won’t surprise them—they’ll validate their buy-in.
Tune into this actionable, example-driven session and walk away with a clear path to measuring ROO at your next event.