Start at the Beginning: Goals and Objectives

When I first started thinking about writing a blog, I opened the Notes app on my phone and began jotting down ideas and topics as they came to me. Now that I'm finally getting this thing off the ground, I faced the daunting task of deciding where to begin. After some thought, I landed on the most logical place: the beginning—goals and objectives.

My first job in the events industry was at a Crowne Plaza in Little Rock, AR. At the time, their slogan was “The Place to Meet,” and there was a strong emphasis on event managers earning their Certified Meeting Professional (CMP) certification. I was sent to a CMP prep school where I studied alongside other young professionals. We had an incredible instructor who shared invaluable tips and tricks for tackling the exam.

One thing that stuck with me—and something our instructor emphasized repeatedly—was that goals and objectives are the foundation of every meeting or event. They were so important, in fact, that you could count on at least 10 questions about them on the exam. If you understood that concept, you were already ahead.

So, what are the goals and objectives of an event? At its core, this means asking: Why are people coming together, and what outcome are we hoping to achieve?

For example:

• An association might gather like-minded professionals to network and gain education in their field.

• A corporate event could be aimed at celebrating sales achievements and motivating future growth.

• A sports team might aim to pack a room full of players, offer free breakfast, and keep it easy on parents’ wallets.

  
  

Each scenario has a unique objective that influences nearly every decision in the planning process: What venue to choose and in what part of town, what amenities are needed, how the budget is allocated across AV, F&B, décor…the list goes on.

Whatever the purpose, as a meeting planner, it’s crucial to have a clear picture of your goals and objectives. Refer back to them throughout the planning process—they’ll streamline your decision-making and help keep your event on track.

On the flip side, if you're a hotel or vendor, understanding the client’s goals from the start is just as important. I know, this is Sales 101—but in practice, it’s a conversation that often gets missed. In my experience, the sales managers who take the time to set up a quick 10-minute call to ask the right questions (beyond what’s in the RFP) tend to craft more thoughtful, customized proposals. These stand out from the typical “rates, dates, and space” responses and are more likely to meet the client’s true needs.

In conclusion, take the time to understand your goals and objectives when planning any event. It may sound simple, but this one step forms the foundation for everything that follows.