BLOG | Define the WHY of your event: 7 goals

Organizing events .. I compare an event as one big puzzle. There are so many components, puzzle pieces, like planning event organization, pre-event tasks, post-event follow-up, creating original concepts, a smooth production, an efficient planning to a practical organization, crystal clear communications, a detailed budget management. .

My heart still makes a leap of joy to bring all these pieces together into one whole. After the training Business Event Management, I decided to start my business in events & social media. Because I believe that online and live communication go hand in hand with each other.

I notice that entrepreneurs / SMEs & companies do not always reflect about their WHY. Why do they want to organize an event. And let this be the foundation. A strong foundation to build your event firmly.

What is the cause? Why do we want to organize an event?


From a clear "WHY" (from the Golden Circle), the target audience becomes more concrete, the message communicated is clear, which type of event is best suited, ..

There are different goals possible, I like to share 7 goals with you:

GOAL 1: Inform. A new product or service or change in the organization must be communicated. Think of a Kick-Off meeting at the beginning of the year. The advantage of an event is that all your employees are informed at one and the same time.

GOAL 2: Knowledge transfer. Share specific knowledge to a specific segment. Think of conferences, seminars, conferences, seminars, symposia, ..

GOAL 3: Networking. You want to bring together people (customers, prospects, suppliers, ...) with the aim of networking. This is about strengthening relationships or establishing new, meaningful contacts. Think of network events here.

GOAL 4: Sell. You want to sell your service or product. An example is participating in a trade fair to increase your brand awareness and to market your product to potential customers.

GOAL 5: Recruiting. Instead of just placing online vacancies, you organize a recruitment event, in which you have direct contact with candidates who are interested in your company and job (s). Face-to-face communication is much more personal, you let the candidates come to you instead of waiting for applications. It is another, surprising, human way to recruit.

GOAL 6: Motivate. Motivate your staff with an incentive trip or with a teambuilding activity to achieve their (sales) goal. Recognize and value your employees with an original company outing.

GOAL 7: Thank you. A staff party, a jubilee, a New Year's party ... to thank the loyalty of your suppliers and employees, ...

* * * * * * * * * *

Short Summary of 7 goals to organize your event: 

  1. Inform
  2. Sharing knowledge 
  3. Network
  4. Sell
  5. Recruit
  6. Motivate
  7. Thank

* * * * * * * * * *

When formulating your objectives, ask yourself the question of what you want to achieve with your target group

  • Do you want to announce something?
  • Stimulate or discourage behavior?
  • Eliminate brakes / reduce thresholds?
  • Sell / communicate a vision or plan?

* * * * * * * * * *

An event 

is part of

your business strategy.

* * * * * * * * * *

Objectives are often formulated in a vague and non-committal manner. They are not specific, not measurable and are more reminiscent of wishes or good intentions. To set up a successful event, SMART objectives need to be defined:

  • Specific

Describe the goal as clearly and concretely as possible. What do you want people to remember after the event? What do you want them to do with it? How do you want them to experience the event?

  • Measurable

Determine the quantity in concrete. Place numbers, methods, procedures, standards to make things measurable.

  • Acceptable

Does the objective match the culture of your company? What is the importance of the event? Can you substantiate this? How does the event fit within the company objectives and the corporate image?

  • Realistic

Are the efforts related to the result? Is the goal feasible? Is there sufficient know-how, capacity, resources, ..? Are the efforts related to the result?

Do not forget to think from the point of view of the target group.

  • Time-bound

When must the goal be realized? Time-related is always about data: a start date and an end date. Sometimes this has already been dealt with in part at 'Specific' and / or at 'Meetbaar'.

Do not only state in your objective what you want to measure but also within what time and in what way.

* * * * * * * * * *

Thank you very much for your time! I look forward to your response with pleasure.

With sparkling greetings,

BLOG | Define the WHY of your event: 7 goals

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