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Sample Event Goal and Objectives

The document discusses the event goals and objectives of four different organizations: 1) Seattle GeekWire Magazine aimed to find a networking solution for attendees and measure event effectiveness. They implemented smart badges to facilitate networking and data collection. 2) MAISON&OBJET sought to increase event engagement by 30% through a mobile app connecting attendees both online and offline. They surpassed this goal with a 350% increase. 3) Marketing360's client wanted more event registrations. They set an attainable goal of a 5% increase through website optimizations, achieving 6.84% more conversions. 4) Maritz Travel needed a scalable solution for 4,700 guests to educate on new products, which they achieved

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Amerie Joy Teran
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Download as DOCX, PDF, TXT or read online on Scribd
898 views

Sample Event Goal and Objectives

The document discusses the event goals and objectives of four different organizations: 1) Seattle GeekWire Magazine aimed to find a networking solution for attendees and measure event effectiveness. They implemented smart badges to facilitate networking and data collection. 2) MAISON&OBJET sought to increase event engagement by 30% through a mobile app connecting attendees both online and offline. They surpassed this goal with a 350% increase. 3) Marketing360's client wanted more event registrations. They set an attainable goal of a 5% increase through website optimizations, achieving 6.84% more conversions. 4) Maritz Travel needed a scalable solution for 4,700 guests to educate on new products, which they achieved

Uploaded by

Amerie Joy Teran
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

GeekWire Magazine’s event goals & objectives

About the event


Seattle GeekWire Magazine hosts an annual gathering of tech enthusiasts, investors, and
entrepreneurs that attracts more than 600 attendees each year. Their one day only event is
jam-packed with speakers, startup demos, and networking. Because they are one of the few
industry events of its kind, networking is the #1 priority for most attendees.

How they defined their event goal


Find a solution that helps attendees network with one another while also measuring event
effectiveness.

o Specific: The goal was to find and implement a solution for this issue.

o Measurable: Thanks to linked software, they could track the relative success of the

solution.
o Attainable: There are plenty of options available for helping attendees network —

they just had to pick the right one.


o Realistic: Limiting their goal to a single solution helped keep this realistic.

o Time-based: Their deadline would have to have been far out enough that they could

find, purchase, and test it before the event

Their event strategy


With this in mind, event planners wanted to find a unique way to enhance attendee
experience that was both on brand and enjoyable for attendees.
Which is why they came up with smart event badges that allowed users to scan each other’s
badges to acquire virtual business cards along with a number of other cool features.
And because their solution was inherently linked to data-gathering software, they were able to
track participation and other event KPIs at the same time.
2. Maison & Objet’s event goals & objectives

About the event


MAISON&OBJET, an event geared toward lifestyle-related professionals, hosts four main events
every year and has an international audience.

How they defined their event goal


Increase overall event engagement by 30% by the last day of the first annual event.

o Specific – They could have chosen a specific facet of event engagement but because

they were focused on the big picture for all their yearly events, this unifying goal checks

out.
o Measurable: Their mobile event app made it possible to measure community

engagement over time.


o Attainable: Not only did they reach their goal, but they also surpassed it, reaching an

increase of 350%.
o Realistic: By keeping expectations low (starting at 30%), they were able to skyrocket

past their original goal. If they had decided to increase their goal by 500% (to reach a

competing sales or marketing objective) the event would have been considered a failure.
o Time-bound: With a specific date in mind, this event becomes completely SMART.

Their event strategy


To encourage event engagement and more engagement in future events, the planners decided
to focus on bringing people together both on and offline.
Their solution: a mobile event app that gathers the community together before, during, and
after each iteration.
3. Marketing 360’s event objectives & goals

About the event


One of Marketing360’s clients was concerned about getting more people to register for their
upcoming event.
Because the agency had done a similar event the year before, they knew how many
conversions they previously achieved and decided to choose a modest (but realistic) goal.

How they defined their event goal


Achieve 5% more event ticketing website visitor conversions than the previous year.

o Specific: The brand knew what they wanted to do down to the exact percentage and

how they wanted to go about doing it.


o Measurable: Because their goal involved their website, it was easy to look at

analytics and track their progress.


o Attainable: For website conversion, a single-digit goal is considered modest. If your

event website factors into your goal setting, keep your numbers low to start out.
o Realistic: By hiring a third-party marketer to oversee the changes, the client knew

the results were nearly guaranteed. Especially when they took the marketer’s other client

successes on similar projects into consideration.


o Time-based: Ticket sales for events end at a specific date and time so those

parameters determined the timing of this goal.

Their event strategy


Through an enhanced design and strategically placed conversion tools, they ended up with a
total of 6.84% more conversions.
4. Maritz Travel’s event planning goal & objectives

About the event


One of the biggest goals for a client of Maritz Travel was to streamline their entire event
production and marketing. Sounds like a common (and generic) goal — but they turned it into
something much more strategic.

How they defined their event goal


Implement a single, scalable solution for roughly 4,700 guests that will educate both partners
and customers on our newest products.

o Specific: They need only one product to help them with one objective.

o Measurable: Customer education is tough to measure, but because they used event

management software, they were able to capture data on each attendee’s activities and

booth interactions.
o Attainable: Finding the right event tech solution is tough, but certainly possible.

o Realistic: Most solutions of this kind deal with more than their projected number of

guests, so anything they chose could certainly handle their 4,700 attendees.
o Time-based: Because the solution was to be used at the event, the event date itself

was the given timeline.

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