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Event orchestration | 1 February 2016

How To Set Event Planning Goals To Achieve Success

Siobhan Becker

If you’re reading this, you might think you already have event planning goals in mind. But the truth is, the goals you’re hoping to achieve probably aren’t specific enough for you to save time, and to learn from your event performance.

Sure, you might want to please event attendees, increase event revenue in comparison to last year’s event, or provide value to sponsors and exhibitors, but these kind of goals aren’t good enough if you hope to up your event planning game.

This article will show you have to craft event planning goals that help you to organize a plan of action, and after the event, your goals will make it easier to analyze results.

1. Focus On A Few Key Metrics

Depending on the type of event you’re organizing, you’ll have different metrics correlated with success. If you’re planning a trade show, that might mean how satisfied exhibitors were with the event.

But if you’re planning an internal corporate conference, then that metric might be how motivated attendees are after going to the conference.

Select a few key metrics to monitor throughout the event in order to better judge the results. You can use an event planning software to help you monitor these numbers.

2. Set a Numeric Goal Related To Key Metrics

Once you’ve selected a few metrics you intend to focus on, you’ve got to select a numeric goal to aspire to. 

That might be an average satisfaction score you hope to receive from attendees polled about their event experience, or the number of sponsors who signed up for next year’s event within three months of the conclusion of the event you’re currently planning.

Selecting numeric goals at the beginning of the event will make it easier for you to judge the overall success of your event, while also making it easier to understand how tasks should be prioritized. 

3. Share Your Goals With Your Team

This ensures that everyone is working together toward a common goal and can help keep everyone stay on track.

By creating a few overarching goals, you’ll help your team understand how they should prioritize their tasks. First and foremost, their time should be spent on activities that are directly related to the established set of goals.

4. Share Your Goals With Key Stakeholders

Not only should the lead event organizer set goals, and specific metrics related to them. They should also share these goals with other key stakeholders involved in the event. This will help to involve key individuals in the event planning processes, and it might also make it easier for you and your team to reach these goals if stakeholders offer additional resources or advice to help you achieve them.

5. Keep Track Of Your Goals

By selecting goals that are closely related to your event success, event planners should be better able to understand the overall performance of their event from day-to-day.

Organizers should select an event planning platform that makes it easy to monitor goal performance in real time. This is especially true for organizers who have set a goal related to ticket sales or registrations. 


To learn more about how event planners can use an event management platform to monitor key metrics, click the button below to get a free guide to event planning software! 


6. Take Time To Analyze Results

Remember, the best goals are closely related to the desired outcome of the event, and are quantifiable.

Not only are event planning goals helpful in making time management decisions during the planning process, they also help you as an event organizer improve future events by understanding what worked and what didn’t at the end of an event.

Conduct a post-event debrief with the entire event planning team. Start by updating everyone about how the event performed. Then ask your team to think independently about how these numbers can be explained. 

If you’re using some sort of event planning platform that can provide you with a lot of data about attendees, speakers, sponsors, online activities and other variables, this can make diving into performance considerably easier.

When your team has had time to think by themselves, come together to share hypothesis for why the event performed as it did. Take these learnings and apply them to the next event you plan.

Be sure to keep past goal performance in mind when selecting new event planning goals.

In Summary

By setting goals, you’re making it easier for you and your team to prioritize projects prior to the event. Creating quantitative goals also makes it easier for everyone to monitor event performance throughout the planning process. 

Most of all, by creating event planning goals, you’re providing everyone involved with the ability to come together post-event to dive into your metrics to better understand what worked, what didn’t and what you can do in the future.

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