The New Currency of Connection: Why Return on Relationship (ROR) is Redefining Event Success

Richard Chalmers
Jul 21
17 min read

Updated: Jul 24

From Transactional Metrics to Transformational Moments

The events industry is navigating a powerful paradox in 2025. On one hand, it is experiencing a period of explosive growth and unprecedented strategic importance. The global market size is projected to surge from $1,227.3 billion in 2024 to $1,346.92 billion in 2025, a staggering 9.7% year-over-year expansion. A remarkable 78% of event organisers identify in-person events as their organisation's most impactful marketing channel, and 74% of marketers expect their event budgets to continue to climb. Business leaders are investing heavily, recognising the unique power of live and hybrid experiences to forge connections in an increasingly digital world.

Yet, beneath this bullish surface lies a persistent measurement crisis. Despite the rising investments, an overwhelming 95% of event teams rank demonstrating Return on Investment (ROI) as their number-one priority. The problem? A significant 71.2% of organisers admit they find it challenging to prove the ROI of in-person conferences to their stakeholders. This reveals a critical disconnect: the primary tool used to justify event value, traditional ROI, is often inadequate for capturing the very essence of what makes events so powerful—their ability to build brands, foster loyalty, and create lasting human connections.

This is where the paradigm must shift. The industry needs a new language of value, one that moves beyond immediate, transactional metrics. This report introduces Return on Relationship (ROR) not as a soft alternative to ROI, but as a more holistic and strategically vital framework. ROR provides the vocabulary and the metrics to articulate the long-term, compounding value that events generate. In an experience-driven economy where 77% of consumers report increased trust in a brand after an event interaction, success is no longer measured solely by the return on investment. The most forward-thinking leaders understand that the ultimate prize is the enduring Return on Relationship.

Beyond the Bottom Line: Deconstructing ROR vs. ROI#

To fully grasp the strategic shift that ROR represents, it is essential to deconstruct its core tenets and contrast them with the familiar, yet often limiting, framework of ROI. While both metrics aim to measure value, they operate on different timelines, focus on different outcomes, and ultimately tell very different stories about an event's success.

1.1 Defining Return on Relationship (ROR): The Value of Nurturing Connections

Coined and popularised by marketing strategist Ted Rubin, Return on Relationship (ROR) is defined as “the value accrued by a person or a brand due to nurturing a relationship”. This value is not a one-time transaction but an asset that accumulates over time through the currencies of "loyalty, recommendations, and sharing". It is a broader and more profound concept than ROI, which Rubin describes as "simple dollars and cents". ROR encompasses both the perceived and real value that a brand builds through authentic connection, trust, and engagement.

At its core, ROR recognises that in today's marketplace, relationships are the bedrock of sustainable business. Loyal customers are more likely to repurchase, are less sensitive to price fluctuations, and are more forgiving of minor mistakes. They become advocates who amplify a brand's message and build its reputation. Events, in this context, are not just lead-generation machines; they are powerful engines for forging the emotional connections that fuel this long-term loyalty.

1.2 The Limitations of Traditional ROI in the Event Context

Return on Investment (ROI) is a critical and universally understood financial metric. It is typically calculated using a straightforward formula: ROI=((NetProfit−TotalInvestment)/TotalInvestment)×100. This calculation provides a clear, numerical assessment of an event's direct profitability and is indispensable for events where the primary goal is immediate sales.

However, the exclusive reliance on this formula for all events presents a significant problem. For a vast portion of the event landscape—including corporate summits, brand activations, user conferences, and community gatherings—objectives are often "soft" and not immediately tied to revenue. Goals like shifting brand perception, building community, fostering partner collaboration, or educating an audience do not translate neatly into a short-term profit calculation. As a result, many of the most valuable outcomes of an event are rendered invisible by a traditional ROI analysis. This explains why 52% of business leaders can agree that event marketing drives more business value than any other channel, yet their teams still struggle to prove it with conventional metrics. The tool is mismatched to the task.

1.3 The ROR "Halo Effect": Compounding Value Over Time

The most significant distinction between the two metrics is what Ted Rubin calls the ROR "halo effect". He posits that two projects can have the exact same short-term ROI, but if one was executed with superior relationship management, it generates an invaluable secondary asset: a satisfied customer who becomes a long-term advocate. This "halo" of goodwill and trust compounds over time, delivering value far beyond the initial transaction.

This compounding value manifests in tangible ways. A customer who feels a genuine connection to a brand is more likely to remain loyal, increasing their Customer Lifetime Value (CLV). They become a source of word-of-mouth marketing, which is consistently one of the most effective forms of customer acquisition. They will defend the brand online and recommend it within their professional and personal networks. As Rubin notes, "Your Brand is what you do... Your Reputation is what people Remember AND Share". ROR is the strategic framework for building that shareable reputation, an asset whose value a simple ROI calculation, confined to a fixed period, simply cannot capture.

The ROR vs. ROI Scorecard

To provide a clear, at-a-glance summary, the following table contrasts the two metrics across key strategic dimensions.

Metric	Focus	Time Horizon	Key Outcomes	Primary Measurement
Return on Investment (ROI)	Transactional & Financial	Short-Term (event-specific)	Immediate Sales, Leads, Profit	Dollars & Cents, Conversion Rates
Return on Relationship (ROR)	Relational & Reputational	Long-Term (cumulative)	Loyalty, Advocacy, Trust, Community	Engagement Scores, NPS, CLV, Sentiment Analysis

The ROR Blueprint: Strategies for Cultivating Lasting Connections

Understanding ROR is the first step; actively building it requires a deliberate and strategic shift in how events are designed and executed. It means moving from a mindset of staging a logistical production to one of architecting a human experience. The following four principles form a blueprint for creating events that cultivate the lasting connections at the heart of ROR. These principles are not isolated tactics but form an interconnected, cyclical system where success in one area amplifies the others, creating a self-perpetuating engine for relationship building.

2.1 Principle 1: Engineer Experiences, Not Just Events

The fundamental shift required to generate ROR is moving attendees from a state of passive observation to one of active involvement. Traditional event formats, often reliant on keynotes and panel discussions, do not always spark the genuine connection necessary for relationship building. Experiential events, in contrast, are designed to encourage interaction, collaboration, and shared moments that build trust and camaraderie.

The data strongly supports this approach. A compelling 64% of attendees state they prefer immersive, hands-on experiences over passive technological elements. Furthermore, 75% say that demonstrations and hands-on activities are the ideal format for technical education and professional development. Whether through collaborative workshops, friendly competitions, or immersive problem-solving activities, these shared experiences create lasting positive impressions that become deeply associated with the host brand. An experiential event generates more authentic moments and richer data points about attendee interests, which in turn fuels more effective personalisation and engagement down the line.

2.2 Principle 2: Make it Personal: The Power of Hyper-Personalisation

ROR is built on the foundation of making each individual feel seen, heard, and valued—not like just another number on a registration list. In an era of data-driven marketing, personalisation must go far beyond simply using a name in an email. It requires a commitment to understanding and catering to individual needs and interests. The market demand for this is clear: 64% of consumers report they will buy more when brands tailor experiences to their needs, and 89% of marketing decision-makers consider personalisation essential for success over the next three years.

Ted Rubin offers several tactical ways to achieve this on a human level: always use a person's real name instead of their social media handle, take the time to read their bio and mention something you found interesting, and look for authentic, interpersonal connection points. Today, technology allows this ethos to be applied at scale. Modern event platforms utilise AI to deliver hyper-personalised experiences, such as recommending specific sessions based on an attendee's stated goals or using smart matchmaking to connect individuals with similar professional interests. This level of personalisation signals to attendees that the event was designed with their specific success in mind, a powerful catalyst for building a strong relationship.

2.3 Principle 3: From Broadcast to Dialogue: The Art of Active Listening & Engagement

A relationship is, by definition, a two-way street. Therefore, building ROR requires a definitive shift away from a broadcast mentality—where the brand simply talks at its audience—to a model of genuine dialogue and engagement. This means creating channels for feedback and, crucially, demonstrating that the feedback is being heard and acted upon. As Rubin advises, "Stop thinking about what you're going to say next and really listen to what the other person is saying".

In the context of events, this principle manifests in several ways. It involves multi-channel engagement; if you connect with an attendee at the event or on Twitter, follow up with them on LinkedIn to continue the conversation. It means actively asking for opinions through live polls and post-session surveys and then referencing that feedback in later communications. It also involves the practice of providing spontaneous value without an immediate expectation of return—for example, sending a helpful article to a past attendee or providing a public recommendation for a client on a platform like LinkedIn. These actions build trust and demonstrate a genuine investment in the other person's success, which is the very essence of a strong relationship.

2.4 Principle 4: The Event is the Catalyst, Not the Conclusion

Perhaps the most critical mindset shift for maximising ROR is to view the event not as the final destination, but as the catalyst for an ongoing relationship. The most successful events are those that create lasting impressions and a sense of belonging that continues to influence attendees long after they have left the venue. The relationship does not end when the lights go down.

This requires a deliberate strategy for post-event nurturing and community building. Forward-thinking organisations now leverage their event platforms to create year-round community hubs, where attendees can continue to network, access session recordings, and engage in discussions. This strategy transforms the episodic value of an event into a continuous stream of engagement. By repackaging event content for on-demand consumption and creating ongoing touchpoints, brands can keep the conversation alive and continue to provide value, strengthening the relationships initiated at the event. A well-designed experience should leave attendees with more than just a memory; it should leave them with a sense of belonging to a community they want to remain a part of. This ongoing nurture makes them more likely to attend future events, restarting and reinforcing the entire ROR-building cycle.

Quantifying Connection: A Modern Toolkit for Measuring ROR

One of the primary obstacles to the widespread adoption of ROR has been the perception that it is "fluffy" or unmeasurable. While it is true that ROR cannot be captured by a single, simple formula like ROI, it is far from immeasurable. The key is to move beyond the search for a single number and instead build a multi-layered portfolio of evidence that, when viewed together, creates a comprehensive and compelling picture of relational value. There is no single formula, but rather a mosaic of metrics that span financial, behavioural, and qualitative domains.

3.1 The ROR Measurement Stack: From Hard Numbers to Deep Insights

Measuring ROR effectively requires a tiered approach that connects high-level business outcomes to specific engagement behaviours and qualitative feedback. This stack allows event professionals to speak the language of the C-suite while also capturing the nuanced human elements of their work.

Layer 1: Business & Financial Proxies (The C-Suite Language)

This layer uses established business metrics to demonstrate the financial impact of strong relationships cultivated through events.

Customer Lifetime Value (CLV): This is one of the most powerful proxies for ROR. By integrating event attendance data with a CRM, organisations can track and compare the total revenue generated by customers who attend events versus those who do not. A demonstrably higher CLV for the attendee cohort provides strong evidence that the relationships built at events lead to greater long-term value.
Customer Churn Rate: Loyalty is a direct outcome of ROR. A key indicator of loyalty is retention. Organisations should measure the percentage of customers who stop doing business with them over a given period and compare the churn rate of event attendees to that of non-attendees. A lower churn rate among the event-going population is a clear sign of stronger, more resilient relationships.
Repeat Attendance Rate: This is a simple yet potent metric. The willingness of an individual to invest their most valuable asset—their time—to attend another one of your events is a direct measure of the value they perceive in the relationship and the community you have built. Tracking this rate year-over-year is a fundamental ROR indicator.

Layer 2: Behavioural & Engagement Metrics (The Digital Footprint)

This layer analyses the digital interactions that signal an ongoing connection with the brand and its community, extending the event's impact over time.

Social Media & Sentiment Analysis: Go beyond counting likes and mentions. Utilise social listening tools to perform sentiment analysis on conversations using the event hashtag. Tracking the ratio of positive, neutral, and negative mentions provides a qualitative measure of the event's emotional resonance and brand perception.
Post-Event Content Engagement: The relationship doesn't end when the event does. Track metrics like the download rate of post-event whitepapers, the number of views on session recordings, and the click-through rates on follow-up email campaigns. High engagement with this content demonstrates a continued interest and a desire to prolong the value exchange initiated at the event.
Community Engagement Metrics: For brands that use their event platform to foster a year-round community, a host of metrics become available. Tracking daily and monthly active users (DAU/MAU), post frequency, and average session length within the community platform provides a real-time dashboard of the health and vibrancy of the relationships being nurtured.

Layer 3: Advocacy & Qualitative Metrics (The Voice of the Customer)

This layer captures the human element of ROR, measuring loyalty and gathering the stories that give context to the quantitative data.

Net Promoter Score (NPS): This globally recognised standard is a powerful tool for measuring loyalty. By asking attendees a single, post-event question—"On a scale of 0-10, how likely are you to recommend this event to a friend or colleague?"—organisations can segment their audience into Promoters, Passives, and Detractors. A high NPS is a strong indicator of a positive ROR.
Qualitative Survey Feedback: Numbers tell you what happened; stories tell you why. Incorporate open-ended questions into post-event surveys to collect testimonials and detailed feedback. These narratives are incredibly powerful for stakeholder reports, providing the human context that brings data to life.
User-Generated Content (UGC): When attendees are so inspired by an experience that they create and share their own content about it—be it a LinkedIn post, a TikTok video, or a blog review—it is a clear sign of high ROR. Tracking the volume and quality of this organic advocacy demonstrates that attendees have transitioned from passive consumers to active brand champions.

3.2 The Technology That Makes It Possible

Measuring this portfolio of evidence is enabled by a modern event technology stack.

Event Management Platforms (e.g., Cvent, Bizzabo, Stova): These act as the central data hub, capturing everything from registration details to session attendance, live poll responses, and mobile app engagement. They are the nervous system for ROR data collection.
Customer Relationship Management (CRM) Systems (e.g., Salesforce, HubSpot): Integration between the event platform and the CRM is non-negotiable. This link is what allows organisations to connect event behaviours to long-term business metrics like CLV, sales pipeline influence, and churn.
Social Listening & Sentiment Analysis Tools (e.g., Brandwatch, Sprout Social): These platforms are essential for moving beyond vanity metrics to understand the tone and sentiment of the online conversation surrounding an event, providing a crucial qualitative layer to ROR measurement.
Survey Platforms (e.g., SurveyMonkey, Typeform): These tools are necessary for the systematic collection of quantitative feedback like NPS and, just as importantly, the qualitative stories and testimonials that give ROR its human dimension.

Ultimately, the power of this framework lies not in any single metric but in the ability to correlate data across the different layers. For example, demonstrating that attendees who participated in a specific experiential workshop (Layer 2) also gave a high NPS (Layer 3) and subsequently showed a 15% higher CLV over the next year (Layer 1) creates an undeniable, data-backed narrative. It proves that specific, relationship-building activities at the event led directly to long-term, profitable customer behaviour, transforming ROR from a concept into a predictive, strategic business intelligence tool.

ROR in Action: Case Studies of Relational Triumphs

Theory and frameworks are essential, but the true power of Return on Relationship is best understood through real-world application. The following case studies from the highly competitive beauty industry showcase how leading brands are leveraging events not just to launch products, but to build movements, foster authentic communities, and generate immense relational value. The key metric used in these examples, Media Impact Value (MIV®), serves as an excellent proxy for ROR, as it quantifies the monetary value of brand exposure across various channels and "voices" (media, influencers, partners, celebrities), a direct output of relational strength and advocacy.

4.1 Case Study: e.l.f. Cosmetics' Run Club – Authenticity in Action

The Strategy: To launch its Power Grip Dewy Setting Spray in 2024, e.l.f. Cosmetics eschewed a traditional launch party. Instead, they hosted their first-ever "e.l.f. Run Club" during the week of the London Marathon. The event was a 5K jog through a park, led by fitness influencers, where attendees could test the product's durability in a real-world, active scenario. The strategy was to tap into an authentic lifestyle interest—wellness and running—that overlapped with their target audience, prioritising performance and genuine experience over a hard sell.
The Relational Outcome: This authenticity-first approach generated enormous trust and organic advocacy. Instead of the brand telling people the product worked, the community proved it for themselves. This sparked a wave of user-generated content, with creators and consumers alike posting their own "durability tests" online. The event generated an impressive $1.78 million in MIV within 48 hours, with influencers—trusted peers—driving 76% of that total value. The conversation was not about the brand; it was about the shared experience.
Key ROR Takeaway: ROR is maximised when a brand steps back from being the hero of the story and instead facilitates an authentic experience that is relevant to its audience's lifestyle. By empowering attendees to become co-creators and validators of the brand narrative, e.l.f. built a level of trust and advocacy that a traditional ad campaign could never achieve.

4.2 Case Study: Fenty Hair's "Mane Street" – Engineering a Movement

The Strategy: For the launch of Fenty's haircare line, the brand created a fully immersive world called "Mane Street." It was a physical activation designed as a town square where press, creators, and celebrities could explore the new products through hands-on installations and live demos. The strategy was a masterclass in orchestrating a multi-layered "Voice" ecosystem: Rihanna (celebrity) ignited the initial conversation, influencers were tasked with spreading the message to their communities, and traditional media provided third-party legitimisation.
The Relational Outcome: The event was a catalyst that generated a staggering $9 million in MIV in just two days. The crucial insight lies in the "ripple effect"—the majority of this value was created by the subsequent conversations and content generated by the different voices in the ecosystem, not just the direct output from the event itself. The strategy was so effective that it even uncovered new opportunities; when Rihanna wore a necklace from an Indian designer, a single post generated $175,000 in MIV, pointing to a potential new market focus for Fenty.
Key ROR Takeaway: The highest level of ROR is achieved when an event is viewed not as a standalone moment, but as the central node in a complex, orchestrated conversation. By strategically activating different layers of influence, Fenty used the event to launch a movement that took on a life of its own, amplifying its reach and impact exponentially.

4.3 Case Study: YSL Beauty's "Loveshine Factory" – Global Scale, Local Touch

The Strategy: When YSL Beauty introduced Dua Lipa as its Global Makeup Ambassador, it activated a dual-format experience in Paris: an exclusive VIP influencer event followed by a "Loveshine Factory" pop-up open to the public. The strategic genius, however, was in activating a diverse roster of ambassadors simultaneously. Alongside the global star power of Dua Lipa, YSL leveraged regional ambassadors like Japanese actor Sho Hirano and K-pop group NewJeans to drive deep, localised engagement in the critical APAC market.
The Relational Outcome: The activation generated an incredible $9.96 million in MIV. A stunning 89.5% of this value came from "Indirect Impact"—content from fans, creator buzz, and global press that was not part of the direct campaign. This proves the relationship being built was with the wider community, not just the handpicked guests. The strategy's success was rooted in its cultural nuance; Sho Hirano alone generated $1.41 million in MIV in Japan, demonstrating the power of connecting with local audiences through their own trusted figures.
Key ROR Takeaway: For global brands, achieving high ROR requires a sophisticated strategy that balances a unified global message with deep, authentic connections to local communities. It is not enough to have a single global face; brands must build relationships with the specific cultural influencers and platforms that resonate most in their key regional markets.

The Future is Relational: ROR in the Next Era of Events

The core principles of Return on Relationship—trust, authenticity, and mutual value—are timeless. However, the tools, technologies, and contexts in which these relationships are built are evolving at a breakneck pace. The future of event success will be defined by how effectively organisations can leverage emerging trends to foster and measure ROR. The convergence of Artificial Intelligence, hybrid event models, and sustainability is not creating three separate paths forward, but rather a single, powerful flywheel for generating relational value.

5.1 The AI Co-Pilot for Connection

Artificial Intelligence will not replace the essential human touch required for relationship building. Instead, it will act as a powerful co-pilot, augmenting the capabilities of event professionals and enabling personalisation at an unprecedented scale.

AI-Powered Matchmaking: The future of event networking goes far beyond a simple attendee list. AI algorithms will analyse deep data sets—including stated goals, professional histories, past session attendance, and even social media activity—to provide intelligent matchmaking recommendations. This connects attendees with the people they are most likely to form meaningful, mutually beneficial relationships with, dramatically increasing the value of networking.
Real-Time Sentiment Analysis: Imagine being able to gauge the mood of your event as it happens. AI-powered tools will monitor social media channels, in-app chat, and live feedback feeds to provide a real-time dashboard of audience sentiment. This allows organisers to identify and address potential issues—like a confusing session or a logistical bottleneck—on the fly, turning a potential negative experience into a relationship-building moment of hyper-responsiveness.
Personalised Content Journeys: AI will enable a level of personalisation that makes every attendee feel like the event was designed just for them. It will curate custom agendas, suggest relevant on-demand content post-event, and even generate personalised summary reports highlighting an individual's key takeaways and connections. This deep personalisation is a powerful driver of ROR, as 57% of attendees express a desire for summary information based on their unique event activities.

5.2 Hybrid Events as Year-Round Community Hubs

The role of hybrid events is evolving significantly. In 2025 and beyond, the most strategic use of hybrid is not simply to broadcast an in-person event to a virtual audience. It is to leverage the virtual event platform as the persistent digital infrastructure for a year-round community.

In this model, the physical or hybrid event serves as the anchor—a high-energy moment that brings the community together. However, the virtual platform provides the "digital campfire" where the conversation continues long after the event concludes. This space facilitates ongoing discussions, houses a library of on-demand content, and enables networking between members across the globe, nurturing relationships on a continuous basis. This approach transforms the ROR of a single event from an episodic spike into a sustained, year-round asset. It allows brands to build deep, long-term relationships with a global audience, including stakeholders who may only be able to attend the in-person component every few years but can remain active and engaged community members annually.

5.3 Sustainability as the Ultimate Trust Signal

In the next era of events, sustainability will transcend its status as an operational consideration or a "nice-to-have" initiative. It will become a fundamental pillar of brand trust and, therefore, a critical driver of ROR. An organisation's demonstrable commitment to environmental and social responsibility is a powerful, non-verbal signal to its community that it operates with a purpose beyond profit.

When a brand chooses eco-friendly venues, implements zero-waste policies, meticulously tracks its carbon footprint, and sources from local, ethical suppliers, it is making a profound statement about its values. This transparency and accountability build a deep level of trust, which is the absolute bedrock of any strong relationship. In a world where attendees are increasingly conscious of a brand's impact, particularly younger demographics, a robust sustainability plan is no longer optional; 81% of attendees care about sustainability at events. Therefore, every dollar invested in sustainable practices is a direct investment in ROR. Brands that authentically "walk the talk" on sustainability will find it exponentially easier to build the loyal, advocate-driven communities that high ROR represents.

These three forces—AI, hybrid community models, and sustainability—are not mutually reinforcing components of a future-proof event strategy. The hybrid model creates the persistent digital space for a community to thrive. AI acts as the "community manager at scale" within that space, fostering personalised connections and monitoring the community's health. And a genuine commitment to sustainability provides the foundational trust and shared purpose upon which that community is built. Together, they create a virtuous cycle: a trusted, purpose-driven community, engaged year-round in a personalised hybrid environment, generating immense and measurable Return on Relationship.

Your Most Valuable Asset is Your Audience

The event industry stands at a strategic crossroads. The surge in investment and perceived importance offers an unprecedented opportunity, but it is accompanied by immense pressure to demonstrate value in a language that business leaders understand. This analysis indicates that while short-term, transactional ROI will always have its place, the most resilient, innovative, and ultimately profitable brands will be those that master the art and science of Return on Relationship.

Achieving high ROR is not about implementing a new tactic; it is about embracing a fundamental shift in business philosophy. It requires moving from a short-term, extractive mindset to a long-term, relational one. It is the difference between asking, "What value can we get from our audience?" and asking, "What value can we create with our community?" Events are the primary arena where this co-creation takes place. They are the crucibles where shared experiences forge lasting bonds, where passive attendees are transformed into passionate advocates, and where brands build the trust that serves as their most durable competitive advantage.

For event professionals, event marketers, and business leaders, the path forward is clear. The challenge is to look beyond the immediate sales figures and lead counts and to begin investing in the metrics and strategies that build lasting connection. The future of events will be shaped by those who understand that in an experience-driven economy, relationships are the new currency. And events are the mint where they are forged.

#ReturnOnRelationship #RonR #EventProfs #EventMarketing #EventsIndustry #CorporateEvents #EventROI #ExperientialMarketing #EventEngagement #CommunityBuilding #BrandAdvocacy #CustomerLoyalty #Personalisation #HybridEvents #SustainableEvents #FutureOfEvents #AIinEvents #EventTech #MeetingProfs #EventPlanning #EventStrategy #MarketingStrategy #CMO #BusinessLeadership #MeasureWhatMatters