For the very first time, the Netherlands Enterprise Agency and the Ministry of Foreign Affairs will map the return on investment of Dutch companies and institutions taking part in the World Expo. They have entrusted part of this analysis to livecom specialist Beewan. The firm has been brought in to look at a select group of companies taking part in events organized by the Dutch project team prior to and during the Expo and will measure the effect of their participation. For Beewan’s director, Rob van Rijswijk, this is part of a wider trend. “Measuring return on investment is becoming the focus of increasing attention in livecom, and rightly so. After all, you need to know where your investment yields the most before you can optimize interaction for maximum results. We are proud to be applying our expertise to World Expo 2020 Dubai.”
The effectiveness measurement will cover both the six months at the World Expo 2020 and the activities leading up to Dubai. “These include entrepreneur meetings, networking events and taking part in trade fairs in the interim,” Van Rijswijk explains.
Daan Stoop of the Netherlands Enterprise Agency is well aware of the power of metrics: “The ROI measurement clarifies things for organizations, enabling them to see the effect of participating in our events. It gives us insight into which events deliver maximum efficiency for our main target groups. It also shows us the way in terms of gearing events to the needs of our target group as effectively as possible.”
“The data this yields gives both the organization and the participants a thorough understanding of the performance of the events in which they are involved in the run-up to Dubai. Very useful: it means you can make the necessary adjustments to optimize your result.” But it doesn’t stop there: Beewan will also report on the ROI of Dutch companies in the Dutch pavilion itself.
Years of experience
Beewan has developed its own ROI reporting model based on years of experience. “We use it to map out what investments in live communication activities yield for companies and institutions,” Van Rijswijk explains. “We do this for individual organizations, but also for collective events. Recent examples include the Dutch pavilion at the Hannover Messe in Germany and a sponsor of the Volvo Ocean Race.” Both hard and soft values are part of the picture: in addition to commercial value and cost saving effects, the discussion also takes in promotional value and customer relationship enhancement.
About World Expo Dubai 2020
The central theme of World Expo 2020 Dubai is Connecting Minds, Creating the Future. The exhibition will focus more strongly than its predecessors on bringing global business delegations together. With its multi-year campaign under the banner Uniting Water Energy Food, the Netherlands will present itself emphatically as a partner for the Gulf region in the run-up to the exhibition and beyond. An ideal platform for Dutch business, with activities before, during and after the Expo.
Beewan builds successful trade-fair participation worldwide. By guiding exhibitors through the entire process – from analysis, strategy and concept, through design and total realization, up to and including ROI measurement – the Beewan approach generates an all-round brand experience, while boosting effectiveness and return