Companies invest millions into their events, but often the goals are not clear enough, resulting in funds being spread across elements that create a superficially great event without delivering true value for participants or organizers.
To address this, we originally created a tool called the "Silver Bullet" to help event organizers build value-driven events. Now, we've simplified it for easier use and rebranded it as the "Event Goal Planner."
How it works:
To build a successful event, you need to view it from two angles: the event quest and the event organizer. Both have separate needs that must be balanced.
First, focus on the left side of the canvas. Consider the emotions you want guests to feel and what you hope they will learn. This is what participants gain from the event. Avoid adding organizer's goals like wanting them to love your new product or learn the names of your sales representatives. Instead, focus on what you can genuinely offer them.
On the right side are the objectives that benefit the event organizer. How do you hope to shift participants' mindsets during or after the event? How do you want their behavior to change afterward? Here, you can incorporate your commercial aspirations.
Your event doesn't need to address all four quadrants of the canvas, but you should have at least one solid goal from each side. Simplicity is key—aim for a maximum of one item per slot.
Metrics:
Whatever your event goals are, they should be quantifiable and measurable. Use post-event surveys to assess goals on the left side and tie goals on the right side to established business objectives. Keep it straightforward and avoid unnecessary complexity.
The unique factor:
Finally, consider what sets your event apart from others. What will people remember? What will they tell others about? Ideally, what will create a lasting bond among participants?
How to use the canvas:
All relevant parties involved in building the event must collaborate to set clear goals for each sector. Then, the event agency can develop a detailed plan showing how each phase of the event (e.g., invitation, arrival, food, keynote..) supports these goals.
While planning is crucial, execution is even more important. Both the client and the event agency share the responsibility to ensure the goals are maintained throughout the process.
Building an event is a complex process with many moving parts. Taking the time to plan the goals and committing to them smooths the process and helps everyone stay aligned, even if changes occur abruptly.
To learn how we to build engagement in your events, click here.
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