The 8 powerful objectives you need to plan your event

13/12/2021

Event organisation has proven to yield great results when it comes to promoting your business. Events are live communication acts whose main goal is to prompt a specific group to take action. For this to happen, you must define from the outset the path you want your customers to take once your event is over. Therefore, clearly defining the objective of your event is essential to ensure its profitability. Unsure if you’ve achieved the desired results? Don’t worry, it happens more often than you think. That’s why, in this post, we will explain the importance of planning your event’s objectives to ensure the success of your promotion.

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Think smarter not harder

Increasing sales can be a good starting point when defining the objective of an event; however, you should aim to be more precise in setting your goals. “My intention is to increase sales by 12% at Christmas” is the kind of goal that allows you to measure the success of your event. A solid goal should mention percentages and deadlines. In short, we need to think SMARTER.

Specific

“Increasing the impact of your new product or service launch” is not a specific objective. Positioning your goal as solid and concrete requires comparison:

“Samsung aims to surpass Apple in sales with its event,” “My flagship product’s promotion must outperform last year.”

Your own company’s results or those of your competitors will allow you to set goals based on objective reality.

Samsung’s #DespliegaTuMundo, campaign event in central Madrid

360º event with element synchronization

Customized signage and backlit furniture with brand image

Measurable

An objective should present numerical values that define whether your event has been a success or a failure. Quantitatively defining your target will enable us to assess its feasibility and profitability. To do this, you must conduct regular studies comparing your previous results with those you wish to achieve.

Catwalk production and installation at Madrid Fashion Week

Graphic production for Mercedes-Benz Fashion Week

Achievable

Aiming for the sky without having reached the ceiling is beyond ambition; it’s foolishness. We agree that having a challenge to tackle is essential for maintaining a good dose of motivation, but we must not forget that motivation is a delicate feeling, one that does not fare well with unrealistic expectations. Be realistic; set achievable yet challenging goals.

Marketing event #Dosis2021

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Relevant

Valuing an objective as relevant is an incentive to achieve it. Before defining what your goal will be, you should ask yourself: Is my customer interested in attending an event of this kind at the scheduled dates? Is this objective aligned with my brand’s values? Is it worth investing in an event to achieve this goal?

Production and installation of decorative elements for Nyx Cosmetics events

#NyxCosmetics_es event presentation of the brand’s new website

Time-bound

Setting an unspecific and unrealistic goal usually results in it being stretched over time. Establishing a specific timeline with a clear start and finish allows us to evaluate the impact of our event within a specific period and prevents us from prioritising daily tasks over long-term objectives.

Fashion Week catwalk Pedro del Hierro parade

Evaluated

Once the deadline has been reached, the objectives should be subjected to evaluation:

Did we achieve our goal? How can we adapt the next target? Did the results meet the expected profitability? It’s important to analyse whether the event had the planned impact, whether the objectives were met, if the budget was adhered to, and if attendees responded as anticipated.

Based on data from our competitors and our past achievements, KPIs for events are performance indicators aimed at quantitatively measuring the success of the strategies applied to reach the proposed goal. Working with KPIs will help you in the future to set more concrete objectives and make fewer mistakes. If you prefer to have your own audience define the success of your event, user surveys will be your ally in qualitative evaluation.

Decoration and luminous lettering for the Women’secret catwalk

Readjust

Finally, if after evaluating the event you realise you haven’t achieved your goal, you’ll need to readjust it. This doesn’t mean you have to discard your goals and start over; rather, you should approach them from a different angle. Adjusting the criteria and tools will allow you to set appropriate goals for your future events.

Luminous signage for “Mahou’s Cómplices” tour

Decoration with personalized corporeals “Mahou’s Cómplices”

The habit of setting goals based on the SMARTER concept will help you to plan your event’s objectives and assess their feasibility. Clearly and thoroughly defining your objectives will ease the planning of your event, its promotion, and help you stick to the budget. Aligning with your goals will lend solidity to your messages, generating clearer and more convincing communication with your attendees, thereby increasing their interest. Are you clear about the objective of your next event? Now is the time to take action!

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The 8 powerful objectives you need to plan your event

Think smarter not harder

Specific

Samsung’s #DespliegaTuMundo, campaign event in central Madrid

Measurable

Achievable

Relevant

Time-bound

Evaluated

Readjust

Suscríbete a nuestro Blog

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