At this point, the event chairperson should have conferred with the
appropriate stakeholders in the event
(staff, directors, owners, etc.) and have a very clear picture of
the objective(s) of the event. The first time an
event is organized, it will find more success in holding to one
or two objectives. If the event is large or complex, the organization
may find it makes sense to budget for a professional event planner.
It is absolutely vital to any successful event to know exactly why
it is being held. Before the event team begin anything else, all involved
must have a clear understanding of the goals and objectives of the event.
Is it a company retreat, designed to foster team bonding? Is it a way
to introduce company sales staff or
retailers to a new product? Is it a fundraiser in which corporations
can contribute to the community and build their goodwill? Is it a combined
training and reward incentive for top-performing employees?
For any event, one of the following three items if not more, will be
a main objective; finances, marketing,
and people. Consider the financial perspective—if making money
is an objective, what are the top and bottom dollar values at which
the event will be a success? Thus, it is important to have a clear understand
of financials, where costs exist, and to identify clear and (more importantly)
relevant metrics, such as the margin per guest or the break-even point.
From the marketing
perspective, ask if this is an appropriate venue for the product/information
being promoted (if there is anything to be marketed)? What is the intended
market? Is there a gathering factor involved? Finally, there is the
people perspective. What should participants take away from the experience?
When defining objectives, there are some key steps that should
be taken:
(1) Confer with appropriate stakeholders
(2) Agree on a leader who will drive consensus and direction
(3) Keep the organization’s benefits and risks in mind when planning
the event
(4) Hold a creative brainstorming session, and then reduce ideas to
a manageable scale
(5) Ensure that objectives are ultimately deliverable with full accountability
within the budget, staffing, and time frame of the event
For example, write down the company’s objectives.
Write down the target audience of attendees and what the company wants
them to take away from the event.
