{"id":18978,"date":"2020-10-20T07:00:38","date_gmt":"2020-10-20T12:00:38","guid":{"rendered":"https:\/\/www.qceventplanning.com\/blog\/?p=18978"},"modified":"2020-10-20T07:00:38","modified_gmt":"2020-10-20T12:00:38","slug":"corporate-event-planner-setting-your-clients-goals","status":"publish","type":"post","link":"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals","title":{"rendered":"Setting Event Goals as a Corporate Planner"},"content":{"rendered":"<p>As a <a href=\"\/blog\/2020\/09\/5-secrets-to-becoming-a-corporate-event-planner\/\" target=\"_blank\" rel=\"noopener noreferrer\">corporate event planner<\/a>, it\u2019s your responsibility to take your client\u2019s idea and turn it into a reality. One of the primary ways you successfully do this is by helping your client determine their event goals.<\/p>\n<p>Your client wants to hold this event for a reason \u2013 and that reason is the ultimate goal for this event! But many clients have trouble articulating exactly what their goals are. As the corporate event planner, it\u2019s up to you to figure out what that ambition is. This way, you can then build a strategy for how you plan to make that goal to come to fruition.<\/p>\n<p>With some clients, you\u2019ll find that they come to the initial client consultation with their goal already in mind. Other times, they may only have a vague idea of what they wish to accomplish. In cases such as these, you\u2019ll be able to rely on your professional training to guide them in the right direction and develop appropriate objectives for their event.<\/p>\n<p>Let\u2019s delve a little deeper!<\/p>\n<p><strong><em><a href=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-47.png\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"448\" class=\"alignnone size-full wp-image-18981\" src=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-47.png\" alt=\"corporate event planner in meeting with business team in office\" srcset=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-47.png 672w, https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-47-300x200.png 300w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/a><\/em><\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\/#Common_Corporate_Event_Goals\" >Common Corporate Event Goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\/#SMART_Goals\" >SMART Goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\/#Ways_to_Measure_Success\" >Ways to Measure Success<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Common_Corporate_Event_Goals\"><\/span>Common Corporate Event Goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When it comes to event goals, there should be no room for misinterpretation. They should be straightforward and provoke action. For instance, perhaps your client wants their event to:<\/p>\n<ul>\n<li>Welcome new business associates<\/li>\n<li>Celebrate a <a href=\"\/blog\/2020\/08\/corporate-event-planning-internal-events\/\" target=\"_blank\" rel=\"noopener noreferrer\">company milestone<\/a><\/li>\n<li>Persuade consumers to invest in their products<\/li>\n<li>Secure <a href=\"\/blog\/2020\/08\/corporate-event-management-external-events\/\" target=\"_blank\" rel=\"noopener noreferrer\">new clients<\/a><\/li>\n<li>Build brand recognition<\/li>\n<li>Generate company revenue<\/li>\n<\/ul>\n<p>Notice how all of these goals begin with a verb. Your client\u2019s event goals should be action statements that reflect what the <em>business <\/em>itself is going to do, and in the same breath, what that action will simultaneously achieve.<\/p>\n<h4><strong>Pro tip:<\/strong> Many clients will be greedy and try to have three or four goals for every event. While it\u2019s not uncommon for an event to have more than one goal, you need to be careful here. Each event should have one single, <em>primary<\/em> goal. Events can have <a href=\"https:\/\/www.socialtables.com\/blog\/event-planning\/defining-event-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">secondary goals<\/a>, but these need to complement the primary objective. For example, an event whose goal is to generate revenue can serve as a great branding opportunity! That same event probably shouldn\u2019t be used to welcome new business associates, though.<\/h4>\n<p><a href=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-48.png\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"448\" class=\"alignnone size-full wp-image-18982\" src=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-48.png\" alt=\"overhead of corporate staff having meeting at table\" srcset=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-48.png 672w, https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-48-300x200.png 300w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"SMART_Goals\"><\/span>SMART Goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a corporate event planner, you need to make sure that all event goals are \u2018SMART\u2019. They should be:<\/p>\n<ul>\n<li><strong><u>S<\/u><\/strong><u>pecific<\/u>. This means they have a specific outcome, which should be achieved by a specific date.<\/li>\n<li><strong><u>M<\/u><\/strong><u>easurable<\/u>. If you can\u2019t tangibly measure the progress and overall success of an event goal, it\u2019s not a strong enough goal.<\/li>\n<li><strong><u>A<\/u><\/strong><u>chievable<\/u>. While corporate event goals should challenge you, they shouldn\u2019t be unrealistic. It\u2019s not in your client\u2019s best interest to set the event <a href=\"\/blog\/2020\/06\/why-corporate-event-planners-need-to-know-risk-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">up for failure<\/a> \u2013 and it\u2019s not in <em>your <\/em>best interest either, as the corporate event planner. Instead, aim for event goals that can be reasonably achieved.<\/li>\n<li><strong><u>R<\/u><\/strong><u>elevant<\/u>. Everything should be directly correlated to the company\u2019s goals. This includes all <em>event <\/em>goals, and your event concept as a whole.<\/li>\n<li><strong><u>T<\/u><\/strong><u>ime-Bound<\/u>. Schedules and deadlines are everything in the world of corporate event planning! When setting any event goal, ensure to have a timeframe in mind for measuring <a href=\"\/blog\/2017\/12\/5-tips-planning-successful-professional-conference\/\" target=\"_blank\" rel=\"noopener noreferrer\">its success<\/a>.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Ways_to_Measure_Success\"><\/span>Ways to Measure Success<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>After your client\u2019s event goals have been ironed out, you can then figure out how to measure the success of the event itself. Much like identifying your client\u2019s goals, determining your methods for measuring success should be done in the earlier stages of the planning process. If you fail to do this properly, the event could wind up being a disaster.<\/p>\n<p><a href=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-49.png\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"448\" class=\"alignnone size-full wp-image-18983\" src=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-49.png\" alt=\"corporate papers on table, including Return of Investment analytics\" srcset=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-49.png 672w, https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-49-300x200.png 300w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/a><\/p>\n<p>This can seriously <a href=\"\/blog\/2017\/05\/ways-ruin-event-planning-career\/\" target=\"_blank\" rel=\"noopener noreferrer\">damage your professional reputation<\/a> as a corporate event planner, so it\u2019s critical to put the right amount of time and consideration into this step!<\/p>\n<p>If you\u2019re looking for ways to measure event success, there are luckily a number of great resources at your disposal. Here are just a few examples:<\/p>\n<ul>\n<li>Profit\/ROI (return on investment)<\/li>\n<li>New client acquisition<\/li>\n<li>Employee productivity metrics<\/li>\n<li>Guest experience surveys<\/li>\n<li><a href=\"\/blog\/2018\/09\/how-to-use-social-media-to-engage-corporate-event-attendees\/\" target=\"_blank\" rel=\"noopener noreferrer\">Social media<\/a> mentions<\/li>\n<li>Guest attendance<\/li>\n<\/ul>\n<p>When it comes to an event\u2019s success, keep in mind that not all goals will garner immediate results. If an event\u2019s goal is long-term, then success may be measured over weeks or months. Common examples might be an event whose aim is to get new customers, or one to increase employee or client retention, etc.<\/p>\n<p>Those kinds of results won\u2019t happen overnight, and that\u2019s okay!<\/p>\n<p><a href=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-50.png\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"448\" class=\"alignnone size-full wp-image-18984\" src=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-50.png\" alt=\"corporate team happily high-fiving in a group\" srcset=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-50.png 672w, https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-In-Post-Event-Logo-Overlay-135x135-50-300x200.png 300w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/a><\/p>\n<p>Once you\u2019re armed with your client\u2019s event goal(s) and know how you intend to measure their success, you can then start creating the concept of the event. Stay tuned, as we\u2019ll explore this in further detail in the coming weeks!<\/p>\n<h3><strong>Want to become a professional corporate event planner? Earn your certification in as little as 3-6 months by enrolling in QC Event School\u2019s <\/strong><a href=\"\/online-event-courses\/corporate-event-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Corporate Event Planning Course<\/strong><\/a><strong>!<\/strong><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>As a corporate event planner, it\u2019s your responsibility to take your client\u2019s idea and turn it into a reality. One of the primary ways you successfully do this is by helping your client determine their event goals. Your client wants to hold this event for a reason \u2013 and that reason is the ultimate goal [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":18980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[45],"tags":[],"ppma_author":[342],"class_list":["post-18978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate-event-planning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Setting Event Goals as a Corporate Planner - Pointers for Planners<\/title>\n<meta name=\"description\" content=\"One responsibility of a corporate event planner is to help clients identify their event goals. Keep reading to discover what&#039;s involved in this process!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Setting Event Goals as a Corporate Planner\" \/>\n<meta property=\"og:description\" content=\"One responsibility of a corporate event planner is to help clients identify their event goals. Keep reading to discover what&#039;s involved in this process!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\" \/>\n<meta property=\"og:site_name\" content=\"Pointers for Planners\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/QCEventPlanning\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-20T12:00:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-Feature-Event-Logo-Overlay-100x100-19.png\" \/>\n\t<meta property=\"og:image:width\" content=\"672\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sarah Cavanagh\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sarah Cavanagh\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\",\"url\":\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals\",\"name\":\"Setting Event Goals as a Corporate Planner - Pointers for Planners\",\"isPartOf\":{\"@id\":\"https:\/\/www.qceventplanning.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.qceventplanning.com\/blog\/2020\/10\/corporate-event-planner-setting-your-clients-goals#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.qceventplanning.com\/blog\/wp-content\/uploads\/2020\/10\/Copy-of-Event-Feature-Event-Logo-Overlay-100x100-19.png\",\"datePublished\":\"2020-10-20T12:00:38+00:00\",\"author\":{\"@id\":\"https:\/\/www.qceventplanning.com\/blog\/#\/schema\/person\/38b0a9c867412ac1a627821eebb1d192\"},\"description\":\"One responsibility of a corporate event planner is to help clients identify their event goals. 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