"We want this event to tell our brand story." You've probably made this request at some point. But here's what usually happens next: the conversation stalls. What story, exactly? How do you tell it without creating a corporate presentation disguised as an experience? And how do you measure whether your story actually resonated?

Part 4 of our "Behind the Buzzwords" series. In this article we're exploring the term "ROI" and what it means in the marketing & events world. "What's the ROI going to be?"- It's the question that ends more event planning conversations than it starts. Marketing teams want to justify budgets, executives demand measurable returns and event professionals scramble to quantify experiences that often feel intangible. Lets explore what ROI actually means....

Picture your last brand encounter: Was it a forgettable table with brochures and an unengaged sales bod? Or was it an experience that stopped you and made you think differently about the brand?