How to define & achieve event goals & objectives

Defining event goals and objectives is crucial for successful planning. Without them, you may lose sight of your purpose. Let’s get creative and set some…

April 1, 2023

- 3 minutes

Before we jump into planning that awesome event you have in mind, let’s take a moment to talk about something really important. Have you considered defining your event goals and event objectives? I know it might seem like an extra step, but trust me, it will make the process so much smoother.  

You don’t want to be one of those planners who just dives in headfirst without a clear direction, do you? Of course, you don’t! 

So, let’s take the time to set some goals and objectives and then I’ll even give you some examples to help get your creative juices flowing! Let’s do this. 

What are Event Goals & Objectives 

When it comes to events, you need to set goals to know what you want to achieve. These goals should be the main focus of the event and should define its purpose. For instance, if you’re organizing a charity event, your goal could be to create awareness and raise money for a particular cause.  


Once you’ve set your goals, you need to determine the specific steps you’ll take to achieve them. These steps are called objectives, and they should be measurable and actionable. You can break down your objectives into smaller, more manageable tasks that you can track and measure throughout the event planning process

Common Event Goals & Objectives 

Events across different formats share common goals and objectives, whether it’s an in-person event, virtual event, or hybrid event. The objectives usually include getting more people to purchase tickets, increasing brand visibility, and improving registration numbers. Pretty cool, right? 

Here are a few examples to give you a better idea of what we’re talking about. Check these out: 

Goal: Increase brand awareness

Objective: Increase social media mentions by 20% during the event

Goal: Generate leads

Goal: Collect 300 business cards from attendees

Goal: Raise funds for charity  

Objective: Raise $70,000 for the charity during the event 

Goal: Provide a memorable experience  

Objective: Ensure that 90% of attendees rate the event as “excellent” on the post-event survey 

What are SMART Goals?

The SMART criteria stands for Specific, Measurable, Attainable, Realistic, and Time-based. So instead of just saying something like, “I want to have a successful event”, try setting a more specific and measurable goal like, “I want to sell 500 tickets and raise $50,000 in sponsorship revenue by the event date.” That way, you’ll have a much better chance of actually reaching your goal. 

When it comes to setting goals, it’s good to aim high, it’s also important to keep it realistic. So, what you can do is brainstorm a bunch of ideas first and then narrow them down to the best ones. Combining those ideas can help you create a solid and achievable plan. Trust me, it works! 


Okay, so here’s the deal. When you’re setting your goals, you have got to be crystal clear about what you want to achieve. Don’t leave any room for confusion. Ask yourself who’s involved, what needs to be done, where it’ll happen, when it’ll go down, why it’s important, and how you’ll make it happen. 


You need to make sure that you can measure your goals with some good old numbers. That’s how you can track your progress and see if you’re actually making it happen or not. Makes sense, right?


Another important thing when setting goals is to make sure they’re doable! It’s totally okay to dream big, but we also need to be realistic about what we can achieve.  

That means taking into account the resources and limitations we have, and coming up with goals that are within reach. After all, there’s no point in setting ourselves up for failure, right? We want to set ourselves up for success!


It’s essential that your objectives are aligned with the bigger picture, whether it’s for your organization or personal goals. You want to make sure that all the pieces fit together and contribute towards achieving those goals. Keep everything relevant and connected – that’s the key! 


Setting a deadline or timeframe is super important. It helps create a sense of urgency and responsibility, so tasks get done on time, and people are held accountable. So, if you want to make sure that things get completed efficiently, setting a deadline is the way to go! 

smart framework

Why are SMART Goals Important?

Basically, they give your event a clear direction and purpose. Everyone involved knows exactly what they’re working towards and how to achieve it. Without goals and objectives, things can get a little messy and your event might end up feeling aimless and boring for attendees. So, make sure you take the time to set some clear goals and objectives for your next event!

Prioritising Event Goals

Once you’ve determined your goals and objectives, it’s time to figure out which is most important. Don’t spread yourself too thin trying to accomplish too many things at once. Instead, focus on your primary goal and categorize the rest as supporting objectives. This will help ensure that you stay on track and achieve the results you’re after. 

How Canapii can help you achieve your event goals 

Planning an event can be a bit daunting, but let me tell you, having smart goals and objectives is key to making it a success! Not only do they give you a clear direction and purpose, but they also make it memorable for your attendees. Plus, if you align your goals with your business objectives, you’ll achieve even greater success. This will show them why you’re such a skilled event organizer!  

And you know what? You can optimize your efficiency by using the right event technology. That’s where Canapii comes in! We can help you define, track, and attain your event goals. So, why wait? Reach out to us today and let us assist you in making your event a smashing success! 


May Dalumpines

Digital Marketing Executive

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