Goal-setting is a crucial part of the planning hierarchy for any successful event. Though it’s easy to name the desired outcomes of an online event, it can be tougher to figure out what goals need to be set for your organization and how to achieve them. Before we dive into the “what” and “how” of creating practical, meaningful, goals, let’s take a step back and have a quick review of the basics.
What’s the difference between a goal and an objective?
It may seem like a silly question but the answer is, “A LOT!” Though the two work together, they are not the same. Think of it as a roadmap: your goal is where you want to end up, and your objectives are the directions you’ll follow to reach your goal.
SMART Goals
Setting your event goals also sets an intention for the business you run. You want to ensure your success is meaningful, so it’s important to have the right goals in place. To be sure your goals work hard for you, be sure they’re SMART:
Specific
Measurable
Achievable
Relevant
Time-Bound
Using this tool as a guideline, you’ll be able to create clarity around successes and failures. Plus, when you accomplish your goals, you’ll be able to see exactly how you did it.
How to write SMART goals
Decide what you need to develop
What is your desired process, performance, or outcome? (Be exact!)
Who needs to be included to accomplish this?
Choose metrics wisely
What are your Key Performance Indicators?
How do they tie into your objectives?
What are the specific numbers assigned to each goal?
Evaluate, evaluate, evaluate
Are your goals realistic?
Do you have the skills/resources/capacity to achieve these right now?
If not, what’s the plan to get them?
Make sure your goals are compatible
Will each add value to the other?
Why are you setting these goals now?
Are these goals appropriate for the event you’re planning?
Give them a deadline
What are your checkpoints to evaluate progress?
What is the final deadline?
Is this a realistic time frame?
Pro tip: It’s easy to get carried away but don’t forget: once your goals are in place, you actually have to follow through. Reevaluate how complex your goals are, then decide if you need to add a few or even table a few for later.
When it comes to virtual events, many businesses share common goals. Regardless of industry, here are a few common goals we help businesses reach and a few tips from Meeting Nerd on how to reach them.
If your goal is THIS:
Engage your audience until your next live event
Do THIS:
Make it memorable (Read: FUN)
Give attendees an incentive(like a guaranteed reservation or admission discount) to your next live event
Consider funding your event via a sponsor to keep your pricing as low as possible
Create a community that will live on after the event
Pro tip: social media is your friend. Instagram, Facebook, and LinkedIn are great platforms to start on
If your goal is THIS:
Get leads and convert them into clients
Do THIS:
Create a dynamite attendee experience (Read: Invest! Invest in your platform, your engagement giveaways, and your speakers.)
Incorporate pre-work and post-event marketing campaigns to keep your audience engaged
Include experts in the speaker lineup wherever possible
If your goal is THIS:
Increase membership
Do THIS:
Make pricing approachable
Provide discounts or free access to new members
When it comes to highlighting the value your organization provides: SHOW, don’t tell!
...and if your goal is THIS:
Make an embarrassing amount of money
Do THIS:
Partner with relevant sponsors
Encourage referrals with an affiliate program
Incorporate multi-channel marketing
Include speakers in event promotion
Team up with Meeting Nerd to take care of your event planning!
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