What We Talk About When We Talk About Event
Investment
Stop Planning Events Like They're Expenses
Here's something I learned the hard way: treating your
product launch or conference as just another line item is leaving money on the table.
Last autumn, a tech startup in Dublin approached us about a networking event. They
had €8,000 to spend. But when we dug into what they actually needed—new client
connections, not just a nice evening—we restructured everything.
The event cost €6,200 instead. They used the
difference for targeted follow-up. Three months later, they'd signed two contracts
that more than covered the entire spend. That's not magic. It's just being clear
about outcomes before you book the venue.
Understanding Real Event ROI in 2025
Return on investment for events isn't just about
immediate sales. Sometimes it's about positioning. Sometimes it's about partnerships.
A Galway arts organization we worked with in early 2025 spent €4,500 on a donor
appreciation evening. Direct donations that night? €1,200. Seems like a loss,
right?
But six donors increased their annual commitments by
40% over the following quarter. The event created trust and visibility that cold
outreach never could. When you're planning event budgets, you need to think in
timelines, not just transaction receipts.
The Hidden Costs Nobody Warns You About
Venue rental and catering are obvious. What catches
people off guard? Staff time, follow-up systems, the hours spent on details that
don't scale. I always tell clients to budget 25% more than the visible costs suggest.
Not because vendors are hiding fees, but because your own time has value too.
One construction firm in Limerick learned this when
they tried to run their annual client event in-house. Saved €3,000 on coordination
fees. Lost twice that in billable hours their project managers spent handling
logistics instead of doing actual project work.
