Why an event will fail without clear objectives

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The event and brand experience concept continues to evolve apace with clients demanding more and more, from greater brand awareness to proven return on investment. Key to delivering these results is the early identification of clear objectives.

16th June 2016
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With so many solutions to any one brief, it is easy for clients to get overwhelmed and this can slow down the decision-making process. This inefficiency helps no one. A successful event or brand experience needs clarity and direction, and this is why identifying clear objectives at an early stage is vital.

Events and brand experiences are the tangible touchpoints that connect your brand to your customers, clients, partners and fans, and put simply, you can’t afford to get these events and experiences wrong. Not getting them wrong means being able to measure performance and to be able to generate the metrics you need, you have to have clear objectives underpinning your strategy – they provide you with the benchmark you need.

Why good data is the key to setting objectives

A good way to identify objectives is to crunch data. Investigate what data are available to you both internally (sales figures, conversion rates, number of accounts, location data, etc.) and externally (audience demographics, industry statistics, supplier data, etc.). This data should give you a useful snapshot of your current situation and help you pinpoint what areas require improvement.

Objectives can take many different forms, from raising brand awareness among a segment of your attendees to achieving a target cost per head for an event based on attendee numbers vs. revenue generated. They can be event, employee and attendee specific. Also, it’s important to marry objectives to the right events. This is where your partner agency comes in. It should work with you to pinpoint your objectives and on the best way to achieve them.

Don’t stop data crunching when your objectives are set

The data crunching shouldn’t stop once the objectives are in place. The pre-event marketing and communication period and the event itself present key opportunities to capture valuable data that will help you measure performance and review and develop objectives if necessary. For example, you can measure responses to elements of a campaign or event by analysing social media activity using hashtags, sharable visuals and other content.

7 tips for setting and managing objectives

Identify and set your objectives early.

Keep your objectives challenging but realistic.

Review your objectives throughout the event planning and delivery periods.

Make participants accountable for the success of certain objectives before, during and after an event.

Be flexible. Objectives often change for a variety of reasons (changes in market conditions, management strategy, etc.)

Work together with your partner event agency with regard to objectives. They are experts – use their expertise.

Celebrate when you meet your objectives!

In an increasing competitive marketplace, the pressure to get events and brand experiences right and have them deliver proven return on investment is enormous. To do this, clear objectives are a must and a good foundation for setting and managing these objectives is good data.