Set clear goals and measure the impact – this is how you create value with events

Changes in attitudes, new knowledge, and other messages are most effectively communicated when the heart is engaged – along with the brain. Logic aside, research shows that the best way to absorb, process, and remember new information occurs when the emotional system is also engaged. You may have noticed that in the event industry we like to talk about ’engagement’, and that is exactly what we mean. That is to say, the heart is also involved.

Ideally, all communication between people should take place face-to-face in an engaging context, but that is of course neither practical nor economically sustainable. Events and larger meetings are an exclusive form of communication, and in the right context they are completely superior to other channels.  

Common errors made by procurement officers

It is understandable that many may find it an expensive way to reach out with their message and brand. Some of the customers we encounter can become so absorbed by the cost itself that they forget to put it in context with the value that the event is intended to provide. But the very purpose of events is for the output to exceed the input – and it is our responsibility as a professional provider to ensure that this happens.

Another mistake inexperienced event planners make is focusing too early on WHAT they want to do and jumping straight into the creative phase, while completely forgetting to first ask the question WHY. In fact, it is in this first step that we find the important goal formulation for the event. The goals, in turn, become our compass through the creative phase so that we can develop relevant and engaging content that delivers the desired effect. Moreover, without a clear purpose and clear goals, it is impossible to prove the effectiveness of an event or meeting.

So proveYou The effect of a meeting

The foundation of all event and meeting planning, as mentioned, is to first properly think about WHY you want the meeting and what you want to achieve. In other words, to formulate the purpose and goals.

We usually talk about two different types of goals for an event or meeting – project goals and effect goal. Project goals focus on what the project should achieve. Impact goals focus on what the project goals should lead to, i.e., the very reason why the organization is investing in the event.

Examples:
Recently we had a customer whose goal with ett seminaruThe goal was to get at least 300 of their customers to participate. We reached 500 participants, which far exceeded their target.. Being able to reach so many customers with the seminar's message gave them an enormous extra value. One Typical project goal. At the same time, we sent out a survey after the meeting. in order to among other things measure whether they have revalued the company's brand. Then we're talking about performance metrics.

Project goals therefore focus on the result that we want the participant to experience and often involve achieving this by a certain date and within a certain budget. On the other hand, impact goals express the impact or change that the customer wants to achieve. By developing impact goals, it becomes clear what is important to the organization. 

Methods for measuring targets

Project goals tend to be easier to measure. Impact goals are somewhat more complex to measure because they often involve changes in attitudes, increased knowledge, and behavioral changes. Then it’s a good idea to break down the goals so that they become more concrete. Because there are different models.

Personally, I think that communication goals It is a simple and well-proven method in which one sets goals for what participants want to ”know”, ”feel”, ”think” and ”do” after the meeting. This creates clarity and simplicity, and it provides good prerequisites for measurement.

A common mistake is to believe that project goals are enough; that just delivering on them will have an effect on their own. But both types of goals are necessary.

Quantitative methods for measurement are often used at events, such as digital surveys. However, depending on the objective and scope, qualitative surveys can also be conducted using in-depth interviews. This usually occurs when a more detailed and nuanced understanding is desired and when insights that can only be obtained through personal conversations may be sought.

There is, of course, a lot to say about goal formulation and measuring effectiveness. One thing is certain: it is the precision with the details that makes the difference. So if you ever hear us babbling about WHY you want to implement an event, it’s not because we’re problem-oriented. On the contrary, we seek solutions deep beneath the first obvious layers. Because that’s where we find the optimal goal formulations.

Feel free to contact me if you would like to discuss goals and measurement in more detail. 

Kram,
Ola

Photo: Jonas Ljungdahl