Hitting the Target

When all is said and done, how will you know if you have hit your event’s target? It starts at the very beginning with setting Goals and Objectives. After you have read my blog, “The Right Main Thing,” you should be ready for this. You certainly don’t want to set goals and objectives for the wrong right thing!

Goals and objectives set the framework for your event planning process. Having these creates a clear pathway for the team to follow. Not only that, but after the event, they will be used to gauge its level of success. Regardless of in-person or online, all events need goals and objectives.

Goals are 3-5 high-level, definitive statements that, if true at the end of the event, will define success or failure for stakeholders. Goals provide direction for the project. Each goal is supported by 3-4 objectives. Objectives are statements which explain how you will obtain that goal. Objectives are time bound and measurable. A person’s task list develops from objectives. Sometimes I find it easier to start with an exhaustive task list, group those into what become objectives, which, in turn, become goals.

To begin brainstorming goals and objectives, consider some of these thought-provoking questions:

• Who are the stakeholders of the event? (attendees, exhibitors, investors, suppliers, etc.)
• What do you want the different stakeholders’ experiences to be? 
• How should the stakeholders’ lives be different after experiencing the event? 
• Is there a feeling or action step the stakeholders should leave the event with?
• Do you have income or profit goals that need to be met?
• What various contractual obligations do you need to meet?
• When do the goals need to be accomplished by?
• Who is responsible to ensure completion of the different event components?

This is a very simplified version of goal-setting to get you started otherwise this blog would be epic. I am happy to brainstorm event-related goals and objectives with you if it would be helpful. Send me an email and let’s schedule some time to meet.

Do you have a framework for goals and objectives you’d like to share?
Please email me or comment here.

Please pass this blog on to other event planners who may benefit from the helpful tidbits!