Set a specific goal for your event. Or drop the event!

What's the goal with your event? We have asked hundreds of companies that specific question. The answers are far from specific. So the conclusion is that companies spend a lot of resources (manpower and money) to do events - without a clear goal.

Without a clear goal, everything can be measured as a success. So on those terms keep on rocking! However, if you would like to do better events, we suggest you start with the “why?”.

Start with the why.

Before you get all excited about planning an event, answer this simple question: Why do you want to do an event?

  • Do you want to attract new customers?
  • Do you want to deepen the loyalty of your existing customers?
  • Do you want to increase the awareness of your brand/company?
  • Do you want to train your employees?
  • Or?

The question above seems totally banal. We still recommend you to ask it (!) - and define (document) the specific goal you set out for.

How do you measure event success?

With a clear goal in mind, you need to define the criteria for success. You need to set up one or more Key Performance Indicators (KPI) for your event. If you cannot define an event KPI directly related to the success of your business, there is something wrong with the goal. So rethink. Or consider dropping the event. Success in business is measurable!

And it goes without saying. Make sure you are able to operationalize your KPIs. If you are not able to rely on them, you are basically driving blindfolded.

Set out for success.

Once you have the goal and the KPIs in place, you have the right outset for success. You are now ready to answer all the next questions: WHO is your target group? HOW do you reach them? WHAT topics are relevant? WHAT format is the best? And so on... We have made articles about these topics as well, so keep on reading.

And keep in mind: If your answers to all these questions do not support the end goal of the event, then refrain from proceeding. Rethink. Do it better. You do not want to waste your moment of opportunity, your time, and money - and you definitely do not want to be associated with wasting your attendees' time and engagement.

Remember an event is not a stand-alone event.

When you define the goal for your event it is important to look at it as a part of your overall sales and marketing mix. Is the event meant as the beginning of building a relationship with new customers? Or is it at the other end of a customer's journey - a VIP event for those potential customers you are just about to win as your clients?

Once you get into this kind of thinking your view on events will change. You start to include activities and actions before, during, and after the event. You might run a series of (smaller) events that are (highly) targeted at various customer segments to get closer and closer to an end-goal. Or you might actually decide that an event is not the means to reach the goal. Then you drop the event!

Manage the entire event journey to create better events

This article is one out of many covering a "New take on events" - phase 1 of our pioneering event journey, giving you the right outset for creating better events.

Read more best practice articles.

Want me to care about your event? Forget about how - Tell me why

Make communicating your WHY a priority! Do it with emotional appeal. People get motivated to take action when there is an underlying purpose that resonates with them. And if you want them to attend your event and engage, you need a captivating WHY.

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