Diane Shoemaker, director of dealer and brand communications for International Truck and Engine Corporation, is another GuideStar client who believes the value of meeting measurement is far-reaching.
Each year, International Truck
hosts a 650-person dealer meeting and for the past three years, the company has found pre- and post-meeting measurement to be key in creating successful meetings.
"We have used these important, key dimensions for three years now so we're actually able to benchmark just how perceptions and attitudes have changed over time," said Shoemaker
"Clearly, by measuring before and after the meeting, we can tie some sort of direct correlation with the meeting.
This surveying methodology has allowed us to track how we are impacting dealers' perceptions and attitudes."
According to Shoemaker
, International Truck and Engine's
executive management now has a better grasp on the financial and business impacts of each dealer meeting.
"It has helped put the meeting in a different perspective with executive management because, prior to this, there wasn't a return on our investment or a return-on-event," Shoemaker
"Now, I can show them empirical evidence that the meeting and the money that was spent was well-spent, and there was a tangible benefit from it.
So, I certainly think it has given the meeting some credibility."
As for her
experience with GuideStar
says the research firm's service is unmatched.
"Our experience has been so positive with GuideStar Research
that I would recommend them without reserve," she