When we talk about ROI (Return on Investment) in the event world, it often boils down to balancing costs—like venue, production, catering, and design—against the revenue or value the event generates. This might include new customer acquisition, ticket sales, product purchases, and other tangible items.
But savvy event producers know that ROI isn’t the only metric to consider when evaluating an event’s success. Here at Sequence, we take a more holistic approach by focusing on several other "ROs" that shape how we plan and produce impactful experiences.
Here are the ones we always keep top of mind:
1. ROE: Return on Emotion
Maya Angelou famously said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” That idea perfectly sums up why creating an emotional connection with guests is so crucial, whether through impactful storytelling, thoughtful design, or a sense of community.
Mapping a guest’s emotional journey is a vital part of our planning process here at SEQ. We carefully consider how guests will feel at each touchpoint—from the first arrival to the final farewell. The goal? To craft an experience that resonates emotionally, leaving a positive, lasting impact long after the event ends.
2. ROE (part 2!): Return on Experience
There’s another ROE that’s just as important: Return on Experience. This metric goes beyond emotional impact to encompass the overall attendee experience and how it shapes their perception of your brand. Was the content valuable? Did it enhance brand awareness? Was it memorable enough to keep guests engaged well after the event wrapped?
We see Return on Experience as a critical part of a brand’s long-term strategy. It’s not just about putting on a one-time great show; it’s about ensuring every interaction adds value and aligns with your broader brand message. A thoughtfully crafted annual event portfolio should consistently deliver high ROE, making each touchpoint part of a cohesive and impactful brand story.
3. ROO: Return on Objectives
Every event should support larger business goals—whether it’s strengthening company culture, supporting a product launch, building brand awareness, or deepening stakeholder engagement. These high-level objectives shape the event’s purpose and should guide every planning decision, from budget allocation to programming and design.
At Sequence, we start each project by aligning on what success looks like—not just for the event itself, but for the organization as a whole. We keep these strategic objectives front and center throughout the planning and execution process, ensuring every detail supports the client’s broader mission. Events that support long-term goals don’t just make a splash—they help move the business forward in meaningful ways.
4. ROR: Return on Relationships
One of the biggest advantages of live events is the opportunity for face-to-face connections. Whether it’s strengthening relationships with employees, clients, executives, or industry peers, building these connections is often a primary goal.
Events that prioritize relationship-building foster human connections that often can’t be replicated virtually. From structured networking sessions to intimate conversations in thoughtfully designed spaces, we strive to create environments where relationships can thrive.
So, Which RO Is Most Important?
The most successful events often incorporate all these ROs—investment, emotion, experience, objectives, and relationships—but the balance varies. At Sequence, we work to determine how each RO ties into a client’s overall strategy, and where they fall in terms of priority. That process starts with our comprehensive Discovery Process, which centers around one key question: "Why?"
Everything we do is rooted in the "why" of the event. Why host this event? Why now? While executing a flawless, beautiful event is important, our mission goes beyond aesthetics. We aim to craft purposeful experiences that blend strategy, creativity, and seamless execution for maximum impact.
To uncover the "why," we start by asking thoughtful questions. We may be the experts at event production, but our clients are the experts on their own brands and audiences. Through candid conversations with a wide variety of key stakeholders, we learn what success looks like from their perspective and use that insight to inform creative ideas and intentional event design.
This discovery process helps us identify the most important RO for your specific event—guiding us to produce experiences that resonate and deliver real value.
Next up: Want to learn exactly how to measure the RO of your next event? Stay tuned for part 2 of our blog series!
Ready to find the RO of your next event? Let’s connect.