Set clear goals and measure impact - how to 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 is all well and good, but research shows that the best way to take in, process and remember new information is when the emotional apparatus is also engaged. You may have noticed that we in the event industry like to talk about 'engagement' and this is exactly what we mean. That is, that the heart is also involved.

Ideally, all communication between people should be face-to-face in an engaging context, but of course this is neither practical in terms of time nor economically sustainable. Events and large meetings are an exclusive form of communication, and in the right context they are far superior to other channels.  

Common thinking mistakes buyers make

It is understandable that many may find it a costly way to get their message and brand out there. Some of the customers we meet may be so absorbed by the expense that they forget to put it in relation to the value that the event should add. But the whole point of events is that the output should exceed the input - and it is our job as a professional supplier to ensure that this happens.

Another mistake experienced buyers make is to focus too early on WHAT they want to do and jump straight to the creative phase while completely forgetting to first ask themselves WHY. It is in this first step that we find the important goal formulation for the event. The objectives, in turn, become our compass through the creative phase so that we can produce relevant and engaging content that delivers your desired impact. Moreover, without a clear purpose and objectives, it is impossible to prove the impact of an event or meeting.

How to proveyou can the impact of a meeting

The basis of all event and meeting planning is, as I said, to first think carefully about WHY you want the meeting and what you want to achieve. That is, to formulate the purpose and objectives.

We usually talk about two different kinds of objectives for an event or meeting - project objectives and impact objectives. Project objectives focus on what the project will achieve. Impact objectives focus on what the project objectives will lead to, i.e. the very reason why the organization invests in the event.

Example:
We recently had a client whose goal with aa seminaruwas to get at least 300 of their customers to attend. We reached 500 participants, far exceeding their target.. Being able to reach so many customers with the seminar's message gave them a huge extra value. A typical typical project goal. At the same time, we sent out a survey after the meeting to among other things measure whether they re-evaluated the company brand. Then we talk about impact goals.

Project objectives thus focus on the outcome that we want the participant to experience and are often about achieving this by a certain date and within a certain budget. Impact objectives, on the other hand, express the impact or change that the client wants to achieve. By developing impact objectives, it becomes clear what is important to the organization. 

Methods for measuring targets

Project objectives tend to be easier to measure. Impact objectives are somewhat more complex to measure because they are often about changing attitudes, increasing knowledge and changing behavior. It is then a good idea to break down the objectives to make them more concrete. There are different models for this.

Personally, I think that communication goals are a simple and proven method where you set goals for what you want the participants to "know", "feel", "think" and "do" after the meeting. It creates clarity and simplicity and it provides good conditions to measure.

A common mistake is to think that project objectives are enough, that as long as we deliver on them, the impact will come by itself. But both types of objectives are needed.

Events often use quantitative measurement methods, such as digital surveys. However, depending on the objective and scope, qualitative research can also be conducted using in-depth interviews. This is usually done when a more detailed and nuanced knowledge is desired, and perhaps to gain insights that can only be obtained through personal conversations.

There is, of course, much to be said about target setting and measuring impact. One thing is for sure, it's attention to detail that makes the difference. So if you ever hear us going on about WHY you want to organize an event, it's not because we are problem-oriented. On the contrary, we look for solutions, deep behind the first obvious layers. Because that's where we find the optimal goal formulations.

Please get in touch if you want to talk more about targets and measurement. 

Love,
Ola

Photo: Jonas Ljungdahl