How to calculate the ROI of a corporate event if the results can be tangible and intangible?

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Calculating the ROI (Return on Investment) of a corporate event is essential to determine the effectiveness and impact of this action, assessing whether it was successful in financial terms. With this data in hand, it is possible not only to justify the investment , but also to compare performance with previous events , identify possible improvements and, thus, make smarter decisions .

How is the ROI of a corporate event calculated?
Calculate all the costs involved in holding the event, including space rental, decoration, equipment, promotional materials, staff hiring, catering, etc.
Add up all revenue generated by the event, including ticket sales, sponsorships, donations, sales of products or services during the event, etc.
Subtract total costs from total revenue to get net profit.
Divide the net profit by the total cost of the event and student data multiply by 100 to get the ROI as a percentage.
ROI Formula:

For example, if the total cost of the event was R$10,000.00 and the revenue generated was R$15,000.00, the net profit is R$5,000.00. The ROI would then be:

How to calculate the ROI of a corporate event whose results are intangible?
Although ROI essentially refers to a financial return , when it comes to corporate events, there are tangible and intangible results , and in the latter case, calculating the ROI of a corporate event becomes a little more complex. However, it is still possible to carry out an analysis to measure the return on investment.

Types of intangible results that can be obtained in a corporate event
Strengthening the brand ? Loyalty? Media visibility? Engagement? Increased customer base? A corporate event can bring a series of positive results, but this requires planning. Each objective must have a corresponding action, which must be thought out in such a way that it can be measured in some way, so that it becomes possible to obtain and identify results.

With this in mind, the steps to calculating the ROI of a corporate event become more evident:

1. Define metrics
The first step is to define the metrics you will use to measure the intangible goal. For example, if your goal is to improve brand awareness, you might measure media coverage, social media mentions, or customer satisfaction surveys.

2. Set a value
Next, you need to assign a value to each metric. This can be done based on historical data or market research. For example, if you know that each positive mention on social media results in a 5% increase in sales, then you can assign a monetary value to each mention.

3. Calculate the costs
Once you’ve established the value of your metrics, you need to calculate the costs associated with the intangible goal. This could include the cost of the event, the time and effort of the staff involved, and other expenses.

4. Calculate ROI
Finally, you can calculate ROI using the standard formula: ROI = (Benefit – Cost) / Cost x 100%. This will give you an overall picture of the return on investment for the intangible goal.

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