How to Define Event Goals and Objectives That Make an Impact
Before you start planning any kind of event, the first thing to do is define your event goals and objectives. Many planners dive right into planning without even considering this crucial bit of information.
Don’t make this mistake! Setting event goals and objectives will actually make planning your event much easier.
We’ll start with the steps to setting goals for an event , and then we’ll give you a few examples of great event goals for a bit of inspiration.
In this post:
- Five Steps to Set Event Objectives
- Four Event Objective Examples
- Event Objective Impact
- Five Things to Keep In Mind When Building Your Event Planning Strategy
What Are Event Goals and Objectives?
The terms “goals” and “objectives” are often used interchangeably. However, they each have distinct meanings:
- Goals are usually specific and measurable.
- Objectives are the strategies and steps that you use to reach your goals.
Use these 5 Steps to Set Event Goals to Maximize the Event’s Impact:
Step 1: Identify the event goals
When determining the goals behind the event, you are simply documenting the purpose of the event. Why is the event taking place?
Here are some key questions to consider when you are setting and defining event goals and objectives:
- Why are you having this event?
- Why are you inviting attendees to your event?
- What are the key things you want an attendee to walk away with?
- How will you specifically measure your success?
Keep the big picture in mind
The right event goals should align with the brand’s overall marketing as well as the company’s mission statement. For event planners, remembering the big picture can be really helpful since their minds are normally focused on a million little tasks and deadlines.
Define key performance goals
Understanding the “why” is important ” but you also need to quantify your goal.
When working with performance goals, focus on what you can control. For example, you can’t really control how many of your attendees choose to return for next year’s conference. But you can assess the number of sales made before, during, and after the conference. And how many qualified leads you obtained. And how many of those leads your team followed up with in the months after. The list can go on and on.
It may seem obvious, but when decision-makers look to measure the success of the event, they may suggest things that are simply out of your control. That’s why the way you phrase your goals can be so important when communicating expectations to your higher-ups.
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Step 2: Make your event goals “smart”
When setting goals, work with SMART goals, which are:
For instance, saying you want to “host the best marketing conference ever” is not very specific or measurable. A goal to “plan a week-long country music festival by the end of the month” is time-based and specific, but it’s probably not attainable or realistic.
It’s great to reach for the stars when setting your goals, but think realistically of what you can actually achieve. Write down lots of ideas for the goal first . Then, narrow the list and combine the ideas to come up with one solid goal.
If you’re not sure what these “smart” goals should look out, check out the examples later in this post.
Setting event goals and objectives will actually make planning your event much easier. Click To Tweet
Step 3: Measure your event goals with 20 measurable event KPIs to use
Regardless of your objective, one or more of these main event KPIs should be a great fit for your needs:
- Cost per customer acquisition
- Total number of qualified leads acquired at the event
- Sponsors highly rank their satisfaction with the event
- Individual promo code tracking link performance
- Gross revenue
- Total number of registrations
- Social media mentions using designated event hashtag on each platform
- The majority of attendees polling highly satisfied with event speakers
- Number of total active community members after event (compared to total number before the event)
- Numerical results from attendee satisfaction surveys
- Number of total event check-ins compared to registrations as a percentage
- Net Promoter Score
- Event community engagement online as measured by social media interactions OR specified activity on event app
- Live event app polling
- Social media posts, likes, and shares pertaining to the event
- Ticket sales and individual ticket type performance
- Cost to revenue ratio
- Individual sponsor page engagement on the event website
- Number of repeat attendees (for recurring events)
- Total new customers acquired
Event software is especially helpful for measuring these KPIs, so make sure you have a reliable platform ready to go ahead of time with all the features needed to capture your chosen data.
Step 4: Develop an event strategy
The next step is thinking through your event strategy . Once you know your event goal ” and you’re confident and passionate about those goals ” it’s time to figure out how you’re going to reach them.
When thinking strategy, think of it from two perspectives:
- From the perspective of you, the planner
- From the perspective of your attendee
How will both the planning team and the attendee help realize the goals? Start to ask yourself questions such as:
- What educational measures (i.e. speakers, panelists) do you need to put in place to accomplish this goal?
- Will you need speakers or any educational content to reach your goal?
- If it’s a social event, what is your social goal for your attendees and how will you encourage this interaction?
- What entertainment is needed to reach the social satisfaction you require for this event?
You may find that your strategy might involve some mini-goals. Mini-goals and milestones are what you might need to set to get your ultimate goal ” that is OK.
As you brainstorm, map out your event plan. This plan can be an outline, a project plan, or another document. It should highlight the goal you set and detail the actions you’ll take to reach those goals.
Step 5: Ensure your event goal helps people make connections
No two events are exactly the same, but all focus on creating connections in one way or another. Maybe attendees connect with each other, with content, or with an idea.
You need to think about how to create those connections. For instance, if the goal of the event is to teach attendees, you need to think about what attendees are learning, why they’re learning it, and how you want to teach them.
With these answers, you can start to build out the essential items like speakers and content.
Finally, make sure that your goals are transparent to your attendees so that they are assisting you with accomplishing your vision along the way.
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Now, discover 4 smart event objectives examples.
Real-world examples can help you see what’s possible. A few notes about these examples:
- Most published case studies showcase outstanding events. They’re probably not the norm. When setting goals, it’s best to assume that you’ll be the one to follow the rule, not be an exception to it.
- In these examples, the event was successful and they also moved the business forward .
1. GeekWire Magazine’s event goals & objectives
About the event.
Seattle GeekWire Magazine hosts an annual gathering of tech enthusiasts, investors, and entrepreneurs that attracts more than 600 attendees each year. Their one day only event is jam-packed with speakers, startup demos, and networking. Because they are one of the few industry events of its kind, networking is the #1 priority for most attendees.
How they defined their event goal
Find a solution that helps attendees network with one another while also measuring event effectiveness.
- Specific : The goal was to find and implement a solution for this issue.
- Measurable : Thanks to linked software, they could track the relative success of the solution.
- Attainable: There are plenty of options available for helping attendees network ” they just had to pick the right one.
- Realistic : Limiting their goal to a single solution helped keep this realistic.
- Time-based: Their deadline would have to have been far out enough that they could find, purchase, and test it before the event
Their event strategy
With this in mind, event planners wanted to find a unique way to enhance attendee experience that was both on brand and enjoyable for attendees.
Which is why they came up with smart event badges that allowed users to scan each other’s badges to acquire virtual business cards along with a number of other cool features.
And because their solution was inherently linked to data-gathering software, they were able to track participation and other event KPIs at the same time.
2. Maison & Objet’s event goals & objectives
MAISON&OBJET, an event geared toward lifestyle-related professionals, hosts four main events every year and has an international audience.
Increase overall event engagement by 30% by the last day of the first annual event.
- Specific – They could have chosen a specific facet of event engagement but because they were focused on the big picture for all their yearly events, this unifying goal checks out.
- Measurable : Their mobile event app made it possible to measure community engagement over time.
- Attainable : Not only did they reach their goal, but they also surpassed it, reaching an increase of 350%.
- Realistic : By keeping expectations low (starting at 30%), they were able to skyrocket past their original goal. If they had decided to increase their goal by 500% (to reach a competing sales or marketing objective) the event would have been considered a failure.
- Time-bound : With a specific date in mind, this event becomes completely SMART.
To encourage event engagement and more engagement in future events, the planners decided to focus on bringing people together both on and offline.
Their solution: a mobile event app that gathers the community together before, during, and after each iteration.
3. Marketing 360’s event objectives & goals
One of Marketing360 ’s clients was concerned about getting more people to register for their upcoming event.
Because the agency had done a similar event the year before, they knew how many conversions they previously achieved and decided to choose a modest (but realistic) goal.
Achieve 5% more event ticketing website visitor conversions than the previous year.
- Specific: The brand knew what they wanted to do down to the exact percentage and how they wanted to go about doing it.
- Measurable: Because their goal involved their website, it was easy to look at analytics and track their progress.
- Attainable: For website conversion, a single-digit goal is considered modest. If your event website factors into your goal setting, keep your numbers low to start out.
- Realistic: By hiring a third-party marketer to oversee the changes, the client knew the results were nearly guaranteed. Especially when they took the marketer’s other client successes on similar projects into consideration.
- Time-based: Ticket sales for events end at a specific date and time so those parameters determined the timing of this goal.
Through an enhanced design and strategically placed conversion tools, they ended up with a total of 6.84% more conversions.
4. Maritz Travel’s event planning goal & objectives
One of the biggest goals for a client of Maritz Travel was to streamline their entire event production and marketing. Sounds like a common (and generic) goal ” but they turned it into something much more strategic.
Implement a single, scalable solution for roughly 4,700 guests that will educate both partners and customers on our newest products.
- Specific: They need only one product to help them with one objective.
- Measurable: Customer education is tough to measure, but because they used event management software, they were able to capture data on each attendee’s activities and booth interactions.
- Attainable: Finding the right event tech solution is tough, but certainly possible.
- Realistic: Most solutions of this kind deal with more than their projected number of guests, so anything they chose could certainly handle their 4,700 attendees.
- Time-based: Because the solution was to be used at the event, the event date itself was the given timeline.
Event objectives impact everything else, too:
When you figure out event objectives and goals for your event, all other planning seems to just be pieces to the puzzle. Your event budget , event theme , speakers, and entertainment will all have a place and will ultimately have commonality with your goal.
After the event, adjust future objectives based on your results:
It’s also important you learn how to replicate success, grow from challenges, and innovate for future events on the back of the goals you’ve defined. Following an event, you have all the knowledge from what just took place fresh in your mind. What worked and what didn’t work, feedback from your stakeholders and how it can be improved. Here’s a simple framework to build upon for future events.
Start by answering the questions created at the front-end of the project during the pre-event strategy phase:
- Were your outlined objectives achieved? What were the successes and challenges in achieving them?
- What went well, what didn’t go well? Were these things in your control or out of our control?
- Did the event strategy serve stakeholders as intended? Stakeholders are defined as internal and external (i.e. a boss, the board chairs, sponsors, exhibitors, vendors, audience and online community).
- Were pre-determined measurements of success achieved?
- Did the brand goals remain aligned to the event?
- Did the audience take the intended action? Why or why not?
- Was the budget or budget range met? Was that budget adequate?
- Which aspects of the event planning process were successful? Which aspects were challenging? What adjustments do you need to make going forward?
- Where and how could you be more efficient?
The answers to the above questions should be gathered throughout the lifecycle of the event. A post-event debrief document should be established at the front-end of the project to capture feedback throughout the event process. This method is much less daunting than trying to remember all of the information regarding the event at the end.
During multi-day events, mini-daily debriefs are important not only for making in-the-moment adjustments but also for capturing the successes and challenges of the event itself.
5 Things to Keep In Mind When Building Your Event Planning Strategy
1. what’s the event vision.
Just as a company or a corporation has a vision and mission, so shouldn’t your events have them, too? Your vision can parallel your event goals : why are you hosting an event? What do you hope to accomplish in hosting an event?
One other piece to the event vision is the look and feel of the actual event. For the look of the event, consider who your attendees are. Is it a large business conference, where you’ll be launching a brand new product? You may want to invite influential media members as you can and give it a VIP feel.
Conversely, if it’s a smaller, more intimate event, finding a venue appropriate for the audience size is a good idea. By looping back to the event goal of why you’re hosting an event in the first place, you’ll have a good starting point to build your vision.
2. What’s the Planning Timeline?
We know that an event planning timeline is crucial to stay on track. Creating a timeline is also crucial if you don’t have the luxury of time when planning an event for a client. But if you do have time, a timeline can help you with coordination as far out as days and weeks in advance to event day. Think about what you expect to happen and when. Do you need to conduct a site visit, create an event diagram , or pay your vendors by a certain date? These are all great entries on an event timeline.
You may also want to include timing for day-of or day before logistics. For example, if your venue has strict load-in and load-out times for suppliers, you’ll want to note that on your timeline. Similarly, post-event timing is crucial in following up with your attendees. Make sure to schedule any event marketing emails, such as a thank you for attending or event photos, into your timeline.
3. What’s the Budget?
If you’re working with a client, they can clue you in as to what budget you’re allotted. Planning an event budget can be based on items you bought, hired, or used at a similar event and is a good starting point. Your basic budget should include costs to cover the venue, staffing, service fees, catering, AV, event production, entertainment, furniture, decor, and technology. You might also want to invest some money into your event marketing efforts if it’s an especially large event. Don’t forget to leave
Don’t forget to leave a little bit of wiggle room in case you need it. My rule of thumb: 15% over the total budget should help offset any costs you might have missed during budgeting.
4. Will there be VIPs?
Your event VIPs could be keynote speakers, celebrities, dignitaries, or event stakeholders. By making sure VIPs are included in the event planning strategy early, you can set milestones prior to the event to make sure they have the information they need in order to be a part of your event. For speakers, they may want special microphones or presentation equipment that may not have been part of the budget. But, by knowing what your VIPs will require ahead of time can help you can plan for the unexpected.
5. What’s our Crisis Management Plan?
When it comes to events, there is always the potential for something to go wrong. It’s not the end of the world, provided you have a crisis management plan to deal with it. Having a list of people involved with the event and their contact information can help direct issues that arise to the right person. Similarly for outdoor events , creating a backup plan to point to in the case of inclement weather is never a bad idea.
It might be a good idea to hire an event security company to assist you in overseeing the event. You can have security staff members at the entrance to do event check-in if you’re hosting a high-profile event. You can also have roaming security staff dotted throughout the venue to be at the ready in case anything happens.
Now You’re Ready to Create Successful Event Goals & Objectives!
Up next, discover the best floor layout apps for events to bring your event goals to life, and check out a helpful event planning checklist you can customize for your objectives.
Do you struggle with finding the true purpose of your event? Let us know at @socialtables .
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Have more questions about event goals?
An event goal is a specific and measurable result from an event. Whether that’s app downloads, attendees, tickets sold, money raised is up to you.
Event planners’ goals are to design and execute memorable events that fulfill their clients’ and attendees’ wishes.
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Event Goals and Objectives
by Joy Matheny | Feb 10, 2023 | Event Planning | 0 comments
Understanding Your Event Goals and Objectives Leads A Great Event.
Organizing a corporate event is no easy feat. It requires extensive planning and coordination to ensure that the event runs smoothly and meets the goals set by the organization. Setting event goals and objectives is essential to this process as it provides a framework for planning and evaluating the event’s success. This blog post will explore how to set and define corporate event goals and objectives and how to measure them effectively.
What are Your Organization’s Objectives?
Your organization’s objectives should be the driving force behind any event that you plan. They are the mission and vision of the company, the values and beliefs, and the ultimate purpose of hosting a corporate event. It is important to be clear on your organization’s objectives before planning an event. Consider what you want to achieve with your event, what message you want to communicate and how you can best represent your company. A well-defined set of objectives will ensure that all activities and planning are centered around achieving those goals. Consider how the event can enhance your mission further and how it can be integrated into the overall brand strategy. Additionally, make sure to consider who should be targeted for attendance – is it important to focus on building relationships with potential clients, or is it more important to recognize the achievements of your employees? Once you have established your organizational objectives, you can begin planning an event to support those goals.
What are your Target Demographics?
When setting goals and objectives for a corporate event, it’s important to consider who the event is intended for. Who are you targeting? Are you aiming to reach new customers, or do you want to engage current customers and reinforce their loyalty? Is this event for your employees or the general public? Answering these questions will help you determine the target audience for your event. Once you’ve identified your target demographic, it’s time to create a strategy for engaging them. What type of content do they respond to? What kind of promotional materials should be used to reach them? Knowing the answers to these questions will allow you to create an effective campaign that reaches the right people.
What is Your Event Budget?
When it comes to planning a corporate event, setting a budget is essential. It’s important to consider your expected costs and determine a limit on how much you can spend. You must factor in the cost of renting space, food and beverage, rentals and décor, staffing, audio-visual equipment, promotional materials, etc. It’s also important to note that unexpected costs may arise during the event planning process, so it’s best to have a little extra in the budget for contingencies. Once you’ve set a budget, sticking to it and ensuring all costs fit within it is essential. Doing this will help ensure you get the most out of your event and have the desired results.
What is the Purpose of the Event?
The event’s purpose is to achieve your organization’s goals and objectives. These may include building brand recognition, enhancing customer loyalty, creating meaningful connections with stakeholders, or reaching a target audience. Depending on your objectives, the event’s purpose can be educating, networking, promoting a product or service, generating leads, or launching a new initiative. Defining the event’s purpose will help you create a more focused event plan and ensure that all activities and resources are utilized to their fullest potential. The event’s purpose should also align with your organization’s overall mission and values. When defining your event’s purpose, it is important to consider who your target audience is and how best to reach them. This will help you narrow down the type of event you should host and determine the best way to effectively communicate your message.
What are Your Expected Outcomes?
When setting goals and objectives for your corporate event, it is essential to understand what outcomes you expect from the event. By setting a goal, you are establishing a benchmark to work towards during the event planning process, providing you with a roadmap for success. Your desired outcomes should be measurable, attainable and specific. Examples of expected outcomes may include increasing brand awareness, growing your customer base, launching a new product or service, gaining market share, expanding into new markets, generating leads, enhancing customer loyalty or boosting employee morale. Each of these outcomes should be quantified to measure success after the event. For example, to increase brand awareness, you should aim to reach a certain number of people or have a certain percentage of your target audience attend the event. This allows you to track your progress and measure the success of your event.
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October 26, 2022
5 Goals You Can Achieve With an Event Management System
But getting better every day at what you do is no simple task! Fortunately, with the right event management system, it does get easier. That’s especially true of your ability to achieve five crucial goals:
1. Improve Customer Service
- Puts all the information about every event “at the fingertips” of everyone who needs it
- Lets customers check space availability before submitting a request
- Empowers your team to process requests quickly and efficiently
- Has built-in tools for streamlining the approval process
- Makes it simple for other team members to step in and assist since the details they need are readily available
- Integrates with digital signage systems and also makes it easy to print and post room signs
The result of these capabilities is that although your team is tackling many tasks for each event, the customer only sees a seamless, stress-free flow from their request through the successful event.
2. Increase Operational Efficiency
It seems scheduling departments are constantly being asked to “do more with less,” and efficiency is the key. Implementing the right event management system helps you comply with that request in multiple ways, including that you can:
- Minimize hunting for information by having it all in a centralized, accessible system
- Save time by automating repetitive tasks
- Check space availability quickly
- Generate professional-looking confirmations
- Email service providers updates to event details
- Schedule communications, like automatic reminders to customers of upcoming events
- Monitor approval workflows on an intuitive dashboard and take action if needed
- Streamline the management of schedules, service needs (AV, catering, etc.), room setups, and contact information
- Integrate with HVAC systems for automated heating and cooling
As a result, you can get more work done with less effort. That lowers everyone’s stress level and enables you to handle growing event volumes without increasing your department’s head count.
3. Grow Revenue
Not every organization bills for the use of its space and resources. But if yours does, you’re likely expected to help improve the bottom line. The right event management system can assist in this area by making it easy to:
- Measure your revenues and share information as needed by generating sales reports
- Stay on top of tentative events to encourage customer follow through
- Keep track of event cancellations and look for trends you can address to minimize them
- Monitor space availability so you can attempt to “sell” rooms and areas
- Impress customers with your attentive service and generate word-of-mouth advertising from event hosts and attendees
4. Optimize Facility Utilization
Whether you bill for the use of your space or not, there’s a cost to operating your facilities. Consequently, people expect you to utilize your space effectively. An event management solution has capabilities that help by:
- Keeping everyone “on the same page” through fast access to critical information
- Making it simple to visualize space use
- Empowering requesters and internal customers to check availability and make online requests
- Enabling you to generate reports you can use to even out event volumes throughout each week and across all of your spaces
Optimizing facility utilization minimizes scenarios where your team is overwhelmed by the number of events or customers are frustrated by what they perceive as a lack of options and availability.
5. Increase Safety
There are, unfortunately, many risks to the safety of staff members, hosts, attendees, and others—from severe weather to violent acts. Having event information available and integrated with other systems helps lower those risks. For example, a modern event management system can:
- Give security team members, police officers, and first responders vital insight on event locations and attendance
- Integrate with door-locking systems to keep facilities more secure
- Use automated notifications to make stakeholders aware of large, VIP, high-profile, or otherwise higher-risk events
In an emergency, the key to positive outcomes is, in large part, information. By eliminating the “mad scramble” for event details, your event management system can play a critical role in protecting everyone involved.
What Are Your Specific Goals, and How Can a Scheduling Solution Help You Meet Them?
While many event scheduling and management objectives are universal, every organization has its own unique goals. How could the right event management system help you achieve them? The best way to find out is to see a live demo of Mazévo customized to your environment.
Schedule an interesting and informative session today!
Bryan Peck is the Co-Founder and VP of Sales & Marketing of Mazévo. Check out his articles about event management and scheduling software.
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November 29, 2023
Business , General Tips , Your Event Career
How to Define The Objectives for Your Event Planning Company
If you’re reading this article, you’ve likely completed your event planning certification training . Now, you’re ready to start your very own event planning company and take the industry by storm. If this sounds like you then you’ve come to the right place! Today, we’re going to break down some top tips for successfully navigating one of the most important steps for starting a business: defining its objectives.
What Are Company Objectives?
The objectives for your event planning company are basically the goals you want your business to constantly achieve. They make up the vision of your company; the reason why it was created in the first place. You never want to launch an event planning business without having a clear set of objectives in mind. Otherwise, you’ll be going in blind. As a result, you’ll find it difficult to set yourself on a path towards success – simply because you won’t really know what it is you’re striving for.
Now, there are many who believe that the top objective for all businesses is quite simple: to make a profit. This makes sense, since without profit, your business is unlikely to succeed in the long run. However, we advise you NOT to focus solely on this objective alone. Remember: the event planning industry is service-based. Your job, after all, will be to work with others and make your clients’ dreams come to life. If you approach your business only wanting to make money, the people around you will quickly pick up on this. And trust us, the impression they get won’t be a good one.
So, while making a profit is definitely a priority to strive for, your event planning company should definitely have other objectives as well.
Defining Objectives For Your Event Planning Company: Questions to Ask Yourself
The best way to determine the kind of objectives you want your event planning company to have is to first understand what you want your ideal business to be . So, grab a pen and paper, find somewhere cozy, sit down, and do some brainstorming! Here are some insightful questions to ask yourself, in order to get a better idea of the kind of business you want to run:
- What kind of event planning services do you want to offer clients?
- Who is your target clientele?
- Do you want to strictly operate locally? Or would you like to expand your client reach and work beyond your local area, too?
- Do you want your business to have a niche? Moreover, do you want this niche to be reflected in your services , your mission statement , etc.?
- What do you want your brand to be?
- What is it that you want your business to achieve, both on a personal level and for your clients?
- If so, what steps would you need to take in order to do this eventually?
- Would you ever want to eventually invest in a business office/location?
- How much money would you like your business to generate on a yearly basis?
- How do you plan to market your event planning company?
- Are there any social justice issues that you feel strongly about and would like to incorporate into your business somehow?
Common Company Objectives
Now that you’ve gone through these questions and have your answers in mind, it’s time to categorize them! This way, you can group similar goals together and better understand how (and why) they’ll benefit your business.
When it comes to “common company objectives”, it’s worth it to point out that one business’s goals might very well be different from another’s. After all, it all comes down to YOU – what you want your company to do, which services you wish to provide to clients, and the overall impact you want your business to make. That being said, there are definitely some standard objectives that most companies have in common. According to Your Article Library , the 5 most important business objectives can be broken down into the following categories:
- Economic Objectives
- Social Objectives
- Human Objectives
- National Objectives
- Global Objectives
First, Economic Objectives can be seen as the goals that help your company itself to thrive. Making a profit, client acquisition and retention, and the quality of services you offer would all be examples of this objective. Second, Social Objectives are considered the goals that help your company provide the best possible service for the public. Next, Human Objectives would be the goals that help your company provide the best possible experience for employees (if/when you begin hiring employees for your team).
Fourthly, National Objectives are goals that help your company fulfill national goals in some way. For example, by providing your services to all clients equally, fighting for social justice, etc. your event planning company would be fulfilling this kind of objective. Lastly, Global Objectives refer to the goals that help make your company’s services accessible on a global scale. One prime example would be offering virtual planning services in order to make your business accessible to international clients.
Of course, you don’t HAVE to create all of these 5 kinds of objectives when starting your event planning company. You can pick and choose the ones that best tailor to your business. But there are some real gems on this list, so they’re definitely worth considering!
4 Tips for Achieving The Objectives of Your Event Planning Company
Once you have a clear understanding of the objectives you want your event planning company to have, the real work is successfully achieving them on a consistent basis. So, how can you do this? Here are 4 tips to keep in mind!
Tip #1: Create a plan of action for each goal.
An objective is all fine and dandy, but without an actual action plan to make it happen, it’s nothing but a concept. So, go through each of your objectives individually. Ask yourself what you’ll need to do in order to achieve each goal successfully. From there, write your roadmap to success for each objective. This way, you can refer back to it along the way and make sure you’re on the right track.
Pro Tip: In your plan of action, don’t forget to set deadlines for your objectives. Deadline are critical! They’ll help you better remain on track and focused. If your goals don’t have deadlines, there’ll be a greater chance that you won’t succeed in reaching them.
Tip #2: flex those self-discipline skills..
When setting a goal, the easiest trap to fall into is losing steam along the way and eventually giving up on it entirely. We’ve all been guilty of this at least once in our lives (New Year’s resolutions, anyone?). But it’s very important that you stick to the objectives for your event planning company, so don’t give up! Keep yourself motivated, in whatever way is most effective for you. Remember: running your own business means that you’re your own boss. So, stay on top of yourself and hold yourself accountable if you ever notice that you’re starting to slack on your goals and letting them fall by the wayside.
Tip #3: Get an accountability buddy.
To build on Tip #2, maybe an accountability buddy will help you stay on track. This can be anyone in your life who you trust to check in with you on a regular basis, support and motivate you, and push you to stick to your goals. Tell your accountability buddy when you’re putting a new goal into place, and let them know when you wish to have this objective achieved. Together, you can then determine how they should be involved in your plan of action (i.e. how often they should check in with you, what they should do/say if you aren’t on schedule, etc.).
Tip #4: Celebrate your victories.
Starting a brand-new business isn’t easy. There will be times when things will feel so stressful, confusing, or difficult that you’ll entertain the idea of giving up entirely. DON’T listen to this little voice! You DO have what it takes to make your dreams a reality; you just need to keep pushing and not give up. To combat against the stressful times, balance the experience with regular positivity. Any and every time you achieve a goal, no matter how big or small, reward yourself and celebrate! After all, you more than deserve it! 🙂
Now we want to know: do YOU have any additional tips to add to this list? How have you defined the objectives for your event planning company? What are you doing to put these goals into action and achieve them?
Tell us in the comments below!
Learn more about setting objectives for your event planning company by getting professionally trained and certified with QC Event School! Enroll today and be ready to start your business in as little as 3-6 months!
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I love this article!! I didn’t quite know about the 5 objectives but it makes complete sense and I will absolutely be keeping all of these in mind as I start to build my company and my brand! Thanks for writing it! ❤️!
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Event Goals and Objectives: The Foundation of Your Event
The primary step when planning an event, whether it be virtual, hybrid or in person, is to create objectives to discuss and goals to achieve. Being clear with your goals and objectives can help you stay on track as an organizer and avoid wasting resources. Before starting your planning process, take some time to consider its purpose. This will be the main scope of your event and can guide you when you’re ready to make decisions on behalf of your project. For instance, are you looking to educate, advocate or promote content to your audience?
What are Event Goals and Objectives?
Event goals are broad, long-term or short-term outcomes that you are expecting to accomplish. Compared to the purpose of the event, an event goal is more specific and should support your purpose.
Event objectives on the other hand are measurable and specific actions to take in service of your long term goal. As you achieve your objects, you are then one step closer to accomplishing your overall goal. Objectives should be written in detail to clearly define the tangible results you are hoping your event will establish.
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Although they can be used interchangeably, goals are typically specific and measurable whereas objectives are strategies and steps taken to meet your goal.
3 Common Event Goals and Objectives
No matter the type of event you are planning to host, there are goals and objectives that can be applied to benefit the implementation process of your event. Check out these event goals and objectives examples to help you get started with:
Goal: “Increase ticket sales or registration amongst new and returning attendees.”
Objective: Finalize an ideal ratio between new and existing guests and set this as your event objective.
Goal: “Create brand awareness for your event or organization.”
Objective : An objective you could create based on this goal is to promote engagement and aim to reach a certain number of posts made by your supporters. You could also keep track of how frequent information or content is shared about your event by creating a universal hashtag or searching posts that are using your event location.
Goal: “Sell as many event tickets as possible.”
Objective: Establish a reasonable target amount of tickets you would like to sell before the launch of your event. Review the ticket sales data from a previous event and increase your expected ticket sales rate to a feasible number that can be achieved.
5 Steps to Set Event Goals to Maximize the Event’s Impact
Step #1: identify the event goals.
A great starting point for when you are planning out your event is to conduct thorough research. Research such as attendees’ interests, marketing trends and a competitor analysis can give you a better idea of the people you will want to target, the concepts you want to discuss and strategies you’ll use to promote the event.
Step #2: Create “SMART” Event Goals
When setting goals on behalf of your event, you’ll want to make sure they are SMART: specific, measurable, attainable, realistic and time-based. It’s great to be optimistic about your goals so writing down ideas that relate to them and then later combining and narrowing down those ideas can help you establish a long term goal as an event planner.
Step #3: Align Your Event Goals with Business KPIs
It’s best to align your goals with your brand’s marketing strategy, values and mission statement if possible. Once you have clearly defined your goals, you can then better communicate your expectations to your event planning staff. In addition, you’ll also want to measure your event goals with key performance indicators (KPIs) such as cost to revenue ratio, the total number of audience members acquired or the total number of social media mentions.
Step 4: Define Your Event Objectives and Event Strategy
Now that you have decided on goals and KPIs for your event, you’ll want to define the event objectives next. KPIs play an important role when planning an event because they support your objectives and quantify your goals. It may have been easy to set event goals for yourself but now it's time to see how those goals will be achieved exactly.
The key during step four is to put yourself in the perspective of yourself as well as your audience members. When developing your event strategy, you may find yourself creating milestones to accomplish which will help you closer achieve the overall goal. As you are brainstorming ideas, be sure to outline everything that comes to mind. Simply put, your project plan should highlight your central goal and the steps you’ll need to take to accomplish it.
Step 5: Ensure Your Event Goals Help People Make Connections
The main takeaway you want your audience to experience from your event is to make connections. As an event host, you’ll want your audience to resonate with the content presented, other people in attendance or the overall concept of the event. Once you have addressed the four W’s (who, what, when and where) regarding your event, you can then think of relevant content and guest speakers to include in your event plan.
3 SMART Event Objectives Examples
Hosting a successful event that also progresses your company should be your main goal as an event organizer. Researching real world case studies or event goals and objectives examples can give you a better understanding of what’s achievable and what to possibly expect during your event.
1. Marketing 360
General event goal.
“Achieve 5% more event ticketing website visitor conversions than the previous year.”
SMART Event Goal
Marketing 360 knew they wanted to achieve a direct percentage and how they wanted to go about it.
Since their goal involved their website, it was simple to review analytics and track progress that was being made.
With website conversions, a single digit goal is considered to be “modest.” Because the website for their event influenced the goals they set, Marketing 360 chose to start off with low numbers.
Hiring a third party marketer to oversee any changes that were made ensured the results are guaranteed.
Since event ticket sales end at a specified time and date, the goal was determined by these parameters.
2. GreekWire Magazine
“Find a solution to help attendees network with one another while also measuring event effectiveness.”
Straightforward, the goal was to find and implement a solution for this event engagement.
GreekWire Magazine was able to track the relative success of the solution because their software was linked to a platform.
Out of the many options that are available, it should have been easy to decide on a method for guests to engage.
Because they limited their goal to a single solution, it helped keep this goal feasible.
Keeping in mind that they needed to find, purchase, and test out software before the event ensured that they needed a deadline far out in advance
3. Maritz Travel
Implement a single, scalable solution for roughly 4,700 guests that will educate both partners and customers on our newest products.
They are only in need of one product to assist with their objective
With the help of event management software, Maritz Travel was able to collect data on the attendee’s event activity and booth interactions.
Securing reliable technology and equipment may be tedious but is certainly possible
Because most solutions are able to handle and address large crowds, it is realistic to present information to a crowd of 4,700.
Since the solution is to be used at the event, the deadline is clear and achievable.
The Impact of Event Objectives
Once you have outlined your event goals and objectives, the rest of the planning process should come together quite easily. The budget, theme, key speakers and entertainment for the event will all be aligned and should share a common factor with your event goals and objectives.
Adjust Future Objectives Based on Your Results
After hosting a successful event, you’ll then want to replicate that turnout, figure out ways to be even more innovative and learn from any mistakes or challenges that were made. Once things have wrapped up, take some time to analyze your event in its entirety and reach out for feedback from stakeholders on how you can improve the overall experience.
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To help ensure your next event is going towards the path of success, refer to the framework below as a reference:
- Were the objectives you had outlined accomplished? What made it successful and what made it challenging when trying to accomplish them?
- Which elements worked and didn’t work for your event? Were these elements in or out of your control?
- Did the event strategy cater to stakeholders as intended?
- Did you pre-determine any measurements of success? Were they achieved?
- Were your brand goals aligned throughout the event?
- Did the audience take action that was intended? Why or why not?
- Was your estimated budget met? Was that budget adequate?
- Which factors of the event planning process were successful vs. challenging? Are there any adjustments you need to make for the future?
- How and where could you be more efficient for your next event?
5 Crucial Goals for Your Live and Virtual Events
There are several different goals you could create to accomplish on behalf of your event. Here you will find a list of five crucial goals to consider having as you are planning and organizing the launch of your live or virtual event:
1. Generate Immediate Revenue
You’ll want to set this as a goal because this declares that you want to earn income based on the amount of tickets that are sold for your event. The more successful your event turns out, the more revenue you will generate.
2. New Product Awareness
Depending on the occasion of your event, you may want to get the word out about a new product you are launching. This type of goal can be helpful because people will become more aware and interested in not only your new product but potentially other products you have to offer. This goal can also be ideal if you are launching a new service as well.
3. Increase Brand Awareness
Along with building awareness for your new product, you’ll also want to build awareness for your overall brand. This event goal will allow the public to get familiar with what your company stands for and what all you have to offer. The more people who are introduced to your brand, the more likely your business sales will increase.
4. Acquire New Customers
Solidifying new customers is an ideal event goal because they (and loyal consumers) are what keeps your brand strong and thriving. New customers also demonstrate that your promotion tactics may be effective because it has caught the attention of someone new. Lastly, if satisfied with your service or product; new customers can unintentionally help with promotion by spreading the word and informing others about what you have to offer.
5. Reinforce Customer Relationships
Reinforcing customer relationships is a key event goal because it leaves the impression that you care and value your customers. Customer relationships can potentially make or break your business so you want to ensure they feel complete and satisfied with your services, the products you have to offer and brand reputation.
Thorough event planning requires you to be upfront and “SMART” with the goals and objectives you want to achieve. Communicating your goals and objectives to any involved stakeholders is a good way to prove yourself as reliable, dependable and ultimately a leader. Now that you understand the steps it takes to create effective event goals and have credible examples to follow, your event should be on the right path to success!
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14 Examples of Event Goals and Objectives for Your Next Virtual Event
Anyone who’s ever experienced the post-closing buzz of a high-impact event knows the magic they hold. But over the years, the struggle to prove your worth as an event marketer has been very real.
Because, unlike sales who can share tangible closed-won numbers or customer success who can calculate upsell and renewal stats, event marketing has never had a black and white way of calling out success.
Until now. With data-driven technology establishing its place in the modern event marketing playbook , event marketers finally have the insights they need to prove their value and increase buy-in for their biggest and boldest ideas.
But while access to data is a beautiful thing, it’s nothing without the right event goal to tie it back to.
Check out these 14 clear examples of event goals and objectives to help plan your next big win!
Here’s what we’ll cover:
- The dos and don’ts when setting clear event goals
Top-of-funnel event goals
Middle-of-funnel event goals, bottom-of-funnel event goals, first, here’s what not to do when setting your event goals.
When setting event goals, a lot of us fall into the same old traps. That’s why the best place to start is to think about what not to do.
Here’s a quick refresher on the three main pitfalls to steer clear of when setting your virtual event goals, plus two crucial tips to keep in mind at all times.
❌ Not knowing your “why”
Before you start planning any event, it’s crucial you know exactly what you want from it — a.k.a. your big ‘why.’
Why do events matter? What motivates you to keep plugging away to make them epic? What value do they hold for your customers?
Consider reasons like:
- To solve a customer pain point with a solution that works
- To educate customers on an important topic
- To make customers’ lives easier
Whatever your 'why’ is, be sure that all of your events goals and objectives are working to help achieve them.
❌ Going too big (or too small)
A major part of the event goal-setting process is establishing the right expectations.
If you’re short on time, budget, and support, your goals are going to be very different from those of an event that’s had weeks of investment and a team of 20 people behind it.
If you don’t believe from the outset you can achieve your goals, don’t be afraid to scrap them and start over.
Remember, your event objectives don’t have to be set in stone. If a goal feels too big or small, it’s ok to change it.
❌ Not aligning with your overall marketing goals
The goal of marketing is to build a connection with your target audience and generate revenue for the business.
So it makes sense that marketing teams tend to focus on big-ticket goals like:
- Lead generation
- Traffic to site or store
- Increased brand awareness
- Revenue growth
- Boosting brand engagement
A solid event plan should easily roll up into your marketing objectives.
If your event goals start to veer off track, revert back to your core marketing goals to refocus.
✔️ Be S.M.A.R.T.
Gone are the days when your boardroom is going to settle for a wishy-washy ‘attendees had a great time’ or ‘we hosted 100 attendees’.
These days, it’s all about proof before praise. If you want to prove your virtual event was a home run, you’ll need to seamlessly track, understand, and report on your goals.
A good way to do that?
Start with the classic SMART goal formula and make your event goals:
- M easurable
- A chievable
- T ime-bound
If your event team, sales team, wider marketing team, and C-suite are all clear on the exact formula that spells success for your event, you’ll be set to win.
✔️ Measure in real-time
Don’t limit goal-tracking to the end of the quarter.
Use a virtual event platform that allows you to continually assess how you're progressing in real-time during your event.
If your engagement touchpoints are low, your sales booths are empty, or your resources aren’t seeing the light of day, you’ll have the opportunity to act on that and encourage attendee behaviors that will help you meet your goals.
Now that we’re clear on the dos and don’ts, it’s time to check out which goals are right for your event.
Event goals and objectives: 14 examples for each stage of the sales funnel
The event goals you choose are going to vary. And one key factor is where your attendees are in the marketing funnel and sales cycle.
Whether it’s the top, middle, bottom or even the existing customer stage, these event goals and objectives will help inspire your next goal-setting session.
At this point, you’re not trying to convince your audience of anything. You just want to provide them with value, establish a connection, and help them get to know you better.
You’re introducing the problem your prospects want to solve — allowing attendees to learn new ideas, absorb information, and slowly discover various approaches to solving it.
For top-of-funnel events, focus your goals around educating and delighting your attendees, and save the selling for later.
Here are some examples of top-of-the-funnel event objectives:
✅ Specific goal: Become the industry thought leader for attendees on X topic.
⏳ Measure by: Tracking the number of resources downloaded, sessions viewed, and questions asked at both the event and attendee level to determine your overall engagement rate.
2. Attendee engagement
✅ Specific goal: Keep attendees engaged and actively participating in the event.
⏳ Measure by: Tracking the average time in-event per user and the number of touchpoints made by each attendee. These can include points for every message sent, comment made, poll answered, booth visited, link clicked, question asked, and more!
3. Brand awareness
✅ Specific goal: Increase brand awareness among prospects and wider target audience.
⏳ Measure by: Tracking social media shares and mentions alongside referrals and increased traffic.
4. Net New Pipeline
✅ Specific goal: Generate X registrations to convert X net new Marketing Qualified Leads (MQLs).
⏳ Measure by: Totaling the number of registrations, the number of attendees, and the number of attendees who convert to MQL status post-event.
5. Increase global reach
✅ Specific goal: Expand event reach from the US into Europe.
⏳ Measure by: Tracking geographical data of both registrants and attendees.
👉🏼 Check out how the all-star event team at Waylay IO met their thought-leadership goals through one unmissable launch event.
If your prospects have already engaged with your top-of-funnel content and are still sticking around for more, they’re likely pretty serious about solving their problem.
From here, you’re ready to help usher them through the middle of the funnel, a.k.a the evaluation stage.
A stellar mid-funnel event will provide an educational deep-dive into possible solutions to pain points, credible and research-based insights, and proven tips and tactics to help attendees evaluate their options.
This means you can now shift your event strategy to include an open discussion of your product or solution while learning more about how your audience can benefit from it:
1. Sales conversations
✅ Specific goal: To facilitate X number of 1:1 sales conversations OR for X% of attendees to participate in a sales conversation.
⏳ Measure by: Tracking attendee actions within the event — which attendees schedule sales convos, direct message reps, ask product-related questions, etc.
✅ Specific goal: To deliver X number of demos OR for X% of attendees to engage in a sales-led demo.
⏳ Measure by: Tracking demo booth attendance and time spent within the booth.
3. Personalized follow-ups
✅ Specific goal: To collect key account-level insights to craft personalized follow-up campaigns.
⏳ Measure by: The number of touchpoints captured, follow-up conversion rate, and MQL to Sales Qualified Lead (SQL) rate.
👉🏼 Acing the post-event follow-up is crucial. Want insider tips on how to craft those need-meeting convos? Don’t miss our guide to post-event follow-up .
Decision time. By this stage, it’s all about sealing the deal and bringing home the win.
That’s why bottom-of-funnel events tend to be focused on solidifying trust with prospects, proving once and for all that you can walk the walk — and that you can do it better than the competition.
Find out how NS1 seamlessly transitioned to virtual events while maintaining their event program’s revenue-generating position .
By tracking these four event goals, you’ll be able to prove that events really are the ultimate closing tool:
✅ Specific goal: Generate X amount in contracted deals OR convert X SQLs to closed-won status.
⏳ Measure by: Integrating your client relationship management (CRM) software with your virtual event platform to track the end-to-end attendee journey, including when they close, what their contract value is, and what attribution you can claim.
2. Return on investment (ROI)
✅ Specific goal: Achieve an event ROI of X%.
⏳ Measure by: Calculating your total event revenue divided by your event expenses. But event ROI can’t be measured on closed-won attribution alone. You can also track attendee touchpoints, hone in on Influenced pipeline data and assess the total potential of net new leads your event has brought in.
3. Customer experience
✅ Specific goal: Improve Net Promoter Score (NPS) by X points OR achieve X number of ‘excellent’ survey responses.
⏳ Measure by: Conducting an NPS survey or utilizing your own survey to assess the attendee experience.
4. Pipeline velocity
✅ Specific goal: Improve pipeline velocity by converting X% of MQLs to SQLs OR SQLs to closed-won in less than X amount of time.
⏳ Measure by: Tracking all attendees’ and non-attendees’ journey through the sales cycle and assessing the difference in time taken to reach closed-won status.
🌟BONUS: Goals and objectives for customer events🌟
The sales cycle is over, and you’ve waved your prospect off into the blissful land of account management. But that’s hardly the last you’ll hear from them!
With events as part of an account-based marketing (ABM) strategy , customer success is everything.
Here again, online events can be a gamechanger when it comes to key marketing and sales goals, including:
✅ Specific goal: Upsell X% of existing clients at new product launch .
⏳ Measure by: Tracking eventual upsell sales from event attendees through your CRM.
✅ Specific goal: Ensure X% of existing clients renew their contract post-event.
⏳ Measure by: Tracking renewal status in the following weeks/months.
👉🏽 Learn how the event marketing team at Alyce uses virtual gifting events to increase client retention .
Ready. Set. Goal.
In the fast-paced world of event marketing, goal-setting is crucial.
But it can also be a surprisingly subjective task. Every company, department, and team member will have different views on what’s a priority and what isn’t.
At Goldcast, we can't tell you which goals to choose for your digital events, but we can help you measure the attendee data that matters most.
With the ability to track your event goals in real-time and integrate your event platform with the rest of your marketing tech stack , you can ensure every event proves its value.
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