The 6 Biggest Mistakes People Make When Setting Event Goals

Anything and everything you do in any field is to reach a set goal. The same applies in the case of event planning. Whatever the type of event, its scale, or industry, it is done with a mindset to fulfill the event goals. You may be planning a charity event, a concert, a product launch, etc., but without clear goals, your event will bear no fruit and instead turn out to be a taxing expedition. 

This article highlights the six biggest mistakes event planners make when creating their event goals. We will also discuss the solutions to these mistakes and tips for enabling you to set goals for events. By understanding these mistakes and how to tackle them, you as an event planner will grow and be fully equipped to form a roadmap to event success. So let’s not waste time and dive in now.

1. Failing To Define Clear Objectives

The Mistake

A frequent mistake that organizers make while planning for an event is not clearly outlining their event objectives. Aims like “increasing registrations”; “increasing attendance”; “generating leads” etc. are too undefined and vague. Your objectives should be specific and clear-cut.

The Solution

Adopt the SMART framework for setting event goals:

• Specific: Clearly outline what you want to achieve.

• Measurable: Define metrics to track your progress.

• Achievable: Ensure your goals are realistic.

• Relevant: Align goals with the overall purpose of the event.

• Time-bound: Set a deadline for achieving the goals.

Pro Tip

You can leverage the technology of an event mobile app to document and track your goals throughout the planning phase. These apps can help you monitor all your event KPIs and ensure all team members are informed and aware of the progress or stagnation.

2. Ignoring Audience Needs and Expectations

The Mistake

Another big mistake event planners unknowingly commit is focusing just on their set event goals without taking into account the needs and expectations of their guests or target audience. This mindset can lead to lag or an unlinking between the organizers' wants and the value attendees seek from the event.

The Solution

The best way not to end up in such a scenario is to deeply research your ideal audience concerning your industry or niche. Knowing about your audience's vision, interests, mindset, and stress points helps you in making your event worth their time and attention. This can be done via conducting polls, surveys, live interaction, and previous event feedback.

Pro Tip

An event ticketing platform can provide valuable insights into attendee behavior, such as preferred ticket types, peak purchase times, and demographics. Analyze and utilize this data to link your event goals with audience needs.

3. Overlooking Measurable Metrics

The Mistake

The third common and biggest mistake is undefining how progress or success is to be measured. For instance, event planners at times state “The goal is to achieve high engagement” without specifying what engagement in their event will look like or what the engagement metric for their event will be is of no point and unmeasurable. 

The Solution

Identify measurable metrics for each event goal. Examples include:

• Ticket sales numbers.

• Social media mentions or shares.

• Attendee satisfaction scores.

• On-site participation in activities or event proceedings.

Pro Tip

Use event check-in and badging systems to collect real-time data on attendee participation. These tools can provide actionable insights, such as peak check-in times and session attendance rates, to analyze your event’s success.

4. Framing Unrealistic or Overly Ambitious Goals

The Mistake

No doubt aiming a bit higher can be productive and possible but going too high or impractical can be problematic. Your event goals as an organizer should not be unrealistic or way too ambitious as it can lead to disappointment, burnout, and unnecessary stress for you and your team. 

The Solution

Event planners need to mark their event goals in such a way that it balances ambition and practicality. This can be achieved by fragmenting your overall goals into mini-objectives. For instance, if the event goal is to boost event ticket sales by 30%, try implementing strategies like utilizing event ticketing platforms with personalization features or running targeted marketing ads or campaigns. 

Pro Tip

Track incremental progress using an event mobile app, which can help you stay on top of your objectives and adjust your strategies as and when required.

5. Forgetting to Adapt Goals Midway

The Mistake

Event planners often set goals at the beginning of the planning process and stick to them rigidly, even when circumstances change. This inflexibility can hinder the event’s success.

The Solution

Build flexibility into your goal-framing process. Regularly review progress and adjust goals based on new information or unexpected circumstances. For instance, if ticket sales are slower than anticipated, focus on enhancing your event ticketing platform or launching last-minute promotions and registrations.

Pro Tip

Use event check-in and badging systems to scan through real-time attendee data. This allows you to make on-the-spot adjustments to meet dynamic needs.

6. Not Leveraging Technology for Goal Achievement

The Mistake

Many event planners fail to take advantage of modern tools and technology that can simplify goal achievement. This often results in wasted time, and resources and getting behind the competition. 

The Solution

Infuse technology into your planning and execution processes. Tools like event ticketing platforms, event mobile apps, and event check-in and badging systems can:

• Automate repetitive tasks

• Provide real-time data

• Positively boost attendee experiences

Example

Imagine using an event mobile app to send push notifications for last-minute schedule changes, a ticketing platform to track ticket sales in real-time, and a check-in system to streamline on-site registration. These tools collectively ensure that your goals are managed and met without hassle and provide value and comfort to your attendees.

Conclusion

By avoiding these six common mistakes, you’ll create a solid foundation for a successful event. Ultimately, well-defined and specific event goals not only ensure the success of your event but also change the experience for your team and attendees alike. Start setting smarter goals today, and watch your events bloom!