Event Marketing 101

How to define goals and objectives for a successful event?

Learn the importance of defining your goals at an early stage in order to make effective plans, strategies, and tactics. This will help you organize your thoughts to lead towards measurable objectives that drive towards a successful event.

It is crucial to understand the goals and objectives for a successful event before having an idea of efficiently planning and executing an event. When your goals are evident and aligned, they lead towards measurable objectives and a focused, effective strategy that ultimately turns into a successful event.

What are goals and objectives?

You will often hear the terms; Goals and Objectives interchangeably, but they are different in the true sense.

  • Goals are always measurable and precise.
  • Objectives are effective strategies that will help you out toward reaching your goals.

Easy steps to a successful event

Here are the five most manageable steps to a successful event. Let’s explore!

1. Proper research


There is a quote that says, Work, Work, and Work. However, it turns into Research, Research, and Research in business terms. If your research is good, the results will be good, and more research will lead to better and quality research.

It is essential to do market research and competitor research first. Then you have to make attendee’s personas. After that, you need to learn about marketing trends and challenges. To grow your business or organization, you need to know from your competitors what they are doing and how they are achieving their end goals.

Identifying goals:

After doing proper research work, you must identify your event goals like the answers of Why, How, and What. This will help you see all the pros and cons of each & every goal. Then you will decide what things should be rejected at this moment.

“By beginning with the end in your mind will better achieve your purpose.”

Event goals alignment with business goals:

Now, the goals require an alignment with the business goals. Otherwise, you won’t get the result you are looking for after the event execution. It would be best to have the answer of WHY for every purpose, but there is a need to measure the goals results like how many leads or sales you need at the end of the event.

2. Make smart goals

smart goals

Now, it’s time to make SMART goals from the previously selected ones. The smart goals mean they should be SPECIFIC, MEASURABLE, ACHIEVABLE, RELEVANT, and TIME-BOUND.

Writing all the goals down on paper and focusing on each one will give you a deep insight with better results.

Check all goals from every aspect to clearly tell the higher authorities about your action plan. Your event goals should be realistic, the ones that you can achieve with a strategy. The unrealistic goals need to be kicked out in this step if there are any.

Here, an ideal EventX software can help you out!

3. Event goals measurement

goal measurement

Goals are the ones that you can measure; otherwise, how will you be able to compare the goals with the results to see what you have had achieved through your event or not. Here are some Key Performance Indicators (KPIs) that can assist you in measuring or quantifying your goals. Let’s have a look!

  • Number of registered members
  • Cost per customer acquisition
  • Total Revenue
  • The ratio of cost to revenue (ROI)
  • A total of successful leads
  • NPS or Net Promoter Score
  • Social media posts with your event hashtag
  • Compare the number of event logins with registrations
  • Engagement of event community members before and after the event
  • How many people filled event satisfaction survey
  • Number of repeated attendees
  • Number of newly acquired attendees

4. Make a draft of the event strategy

event strategy

As you are all done defining your goals and KPIs, you have to make a draft of the goals and objectives for a successful event.

This draft will also answer the questions of When and Where. It means when and where (on which efficient event software) the event will take place. There are also some other questions as follows:

  • Event panelists and Speakers
  • Total Budget
  • Timeline
  • How to engage attendees?

Write details of each point to clarify every minor and significant aspect of your upcoming event.

5. Building connections

build connection

Every event links with a different organization, having other goals and objectives, but what’s the same in every event. Yes, you are right. It’s building connections, whether with an idea, content, or even attendees linking with each other.

If there is no connecting point of the event, then it is not worth it. There are many points to connect, but all link with either the speaker or the content. You must focus on these two basics for making your event worth attending.

Moreover, you have to present the event so that all your goals are evident before your attendees; otherwise, how will they help you get what you want? By recognizing every goal, they will better help you out in reaching your ultimate goal.


After you are done with planning, executing, and measuring your goals KPIs, it’s time to think about your next event planning. For this, you need to analyze your previous event results for improved planning. You can develop a framework or a list of questions, write down the answer for each one, and then notice all the deep holes where you can improve for enhancing the output.

Having vivid goals and thoughtful objectives ultimately put you on the path of a successful event with remarkable results. Having a better webinar tool is a plus.


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