At the very beginning of every event is a wonderful idea that blurs the mind of an organiser. The idea grew up; the goal must be now cooked well and made comprehensible. Clear and understandable goal helps throughout whole project to keep the right direction, simplifies communication and brings expected results.
The goal seems obvious being undividable part of the event idea, while it is worth a second thought. Various stakeholders have various goals. Diverse events need diverse goals. If goals and expectations are not clearly defined, mixed up targets and unclear anticipations might result disappointment at the end of the event. Reaching the goal and meeting expectations only happens when both are set beforehand. We will take a closer look on types of events and its specifics later. Now is time to take a look on the goal and expectations in general. Experience suggests: when in doubt, ask. Take enough time to answer the five questions below and list all responses.
Who are the stakeholders? What are their expectations?
Stakeholders are companies or private persons for whom are events organised; agencies who organise events; participants, visitors or guests; suppliers and artists; state or local authorities - all those who are somehow involved in the event. Participants, visitors or guests are for purpose of this exercise taken out as they have own perspective. All those stakeholders shall be involved, or at least considered, in the Goal search and Expectations definition.
Who is the audience? What are their expectations?
They might be called guests, visitors, clients, customers etc. They are the reason for your event. Taken the perspective of audience is difficult vital aspect of this exercise. Organisers' wishes and anticipations shall not be mixed-up with motivations and desires of the audience. Be aware of the fact the perspective of the audience might vary with the following aspects:
paid v. free admission;
active v. passive involvement;
compulsory v. voluntary participation.
What is the expected outcome or result?
Once stakeholders and audience are known is time to list all expectations. Ask directly, confirm, discuss, and put yourself in others shoes - especially in case of participants, visitors and guests, who you cannot ask directly. While creating the list think of each anticipation without judging or assessing.
What to measure?
However I have heard many times the opinion - is impossible to measure a part. I know it is possible. Any event can be measured by accomplishments and satisfaction level. Goals and list of expectations are the sources for set of features and qualities to be measured. Quantification of goals and most important expectations shall be used to set benchmarks, develop surveys and define measures. Outcomes are valuable source of improvements for future events or for instant changes in running events.
Who pays decides?
Yes! Clarify structure, responsibilities and tasks of the team and its members before finalising official Goal(s) and Expectations list. Perfect list without authorisation from the right people may later cause bewilderment, additional costs and unnecessary stress.
Done? Based on above-mentioned questions you shall be able to list all possible goals of the event. Create a short list of one to three core goals considering every stakeholder's point of view, motivation and expectations. Goal(s) must be introduced, well known and understood to all members of the organising team, to the client as well as to any involved staff.
Done! Being excited about the result is important part of the job. On the other hand great event managers stay with both feet on the ground, most of the time. Setting a clear goal of the event helps later stay on track, focus on target and overcome obstacles.
Desires are known. Next step is tempting. It seems all events really start with concept formation. Creating the concept is so delicious that many event professionals will call the concept the dessert. Why? Let's see next week.
INSTANT HELP
1. Set a common GOAL of the event;
2. List understandable EXPECTATIONS of all stakeholders of the event;
3. Based on GOALS and EXPECTATIONS decide about parameters to measure success of the event;
4. Write short PROTOCOL from each meeting, it might be handy later;
5. Stuck? Argue with COMMON SENSE and authentic SMILE!
The goal seems obvious being undividable part of the event idea, while it is worth a second thought. Various stakeholders have various goals. Diverse events need diverse goals. If goals and expectations are not clearly defined, mixed up targets and unclear anticipations might result disappointment at the end of the event. Reaching the goal and meeting expectations only happens when both are set beforehand. We will take a closer look on types of events and its specifics later. Now is time to take a look on the goal and expectations in general. Experience suggests: when in doubt, ask. Take enough time to answer the five questions below and list all responses.
Who are the stakeholders? What are their expectations?
Stakeholders are companies or private persons for whom are events organised; agencies who organise events; participants, visitors or guests; suppliers and artists; state or local authorities - all those who are somehow involved in the event. Participants, visitors or guests are for purpose of this exercise taken out as they have own perspective. All those stakeholders shall be involved, or at least considered, in the Goal search and Expectations definition.
Who is the audience? What are their expectations?
They might be called guests, visitors, clients, customers etc. They are the reason for your event. Taken the perspective of audience is difficult vital aspect of this exercise. Organisers' wishes and anticipations shall not be mixed-up with motivations and desires of the audience. Be aware of the fact the perspective of the audience might vary with the following aspects:
paid v. free admission;
active v. passive involvement;
compulsory v. voluntary participation.
What is the expected outcome or result?
Once stakeholders and audience are known is time to list all expectations. Ask directly, confirm, discuss, and put yourself in others shoes - especially in case of participants, visitors and guests, who you cannot ask directly. While creating the list think of each anticipation without judging or assessing.
What to measure?
However I have heard many times the opinion - is impossible to measure a part. I know it is possible. Any event can be measured by accomplishments and satisfaction level. Goals and list of expectations are the sources for set of features and qualities to be measured. Quantification of goals and most important expectations shall be used to set benchmarks, develop surveys and define measures. Outcomes are valuable source of improvements for future events or for instant changes in running events.
Who pays decides?
Yes! Clarify structure, responsibilities and tasks of the team and its members before finalising official Goal(s) and Expectations list. Perfect list without authorisation from the right people may later cause bewilderment, additional costs and unnecessary stress.
Done? Based on above-mentioned questions you shall be able to list all possible goals of the event. Create a short list of one to three core goals considering every stakeholder's point of view, motivation and expectations. Goal(s) must be introduced, well known and understood to all members of the organising team, to the client as well as to any involved staff.
Done! Being excited about the result is important part of the job. On the other hand great event managers stay with both feet on the ground, most of the time. Setting a clear goal of the event helps later stay on track, focus on target and overcome obstacles.
Desires are known. Next step is tempting. It seems all events really start with concept formation. Creating the concept is so delicious that many event professionals will call the concept the dessert. Why? Let's see next week.
INSTANT HELP
1. Set a common GOAL of the event;
2. List understandable EXPECTATIONS of all stakeholders of the event;
3. Based on GOALS and EXPECTATIONS decide about parameters to measure success of the event;
4. Write short PROTOCOL from each meeting, it might be handy later;
5. Stuck? Argue with COMMON SENSE and authentic SMILE!
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