May 07 Executive Assistant Network Identifying your true Event Objectives (to get the outcomes you expect and want) Jonathan McIlroy, Director, Executive

May 07 Executive Assistant Network

Identifying your true Event Objectives (to get the outcomes you expect and want)

Jonathan McIlroy, Director, Executive Assistant Network


My Background

• Over 10 years events experience responsible for events organized throughout Europe, USA, Asia & Australia

• Types of events include political meetings and conferences, business retreats, team building activities, conferences & exhibitions….plus much more

• Organized events for my own companies, companies I worked for, the public, other corporations, industry associations

• Noticed that throughout the world people often organize events for the wrong reason or without regard to the outcomes they want from their events


So why do we organize events?

Praise from executives?



The praise and adoration from an ecstatic audience?



The financial rewards that come with doing a great job?


Why do our companies have us organize events?

• “I think we should do something nice for our clients”

• “I think we need some kind of team building event to bring the staff closer together”

• “I think we need to hold a planning retreat to look at how we will meet our targets for next year”

• “I think we need to hold a national manager’s conference to ensure all our business unit heads know what others are doing”

• “I think we needs to do something nice for our staff at Christmas to reward them all for their hard work”


Beware people with simple ideas

And those too busy to tell you what they really expect


“The Establishment is a great venue. Let’s hold it there”

Great yes – fabulous actually……but what for?


Note to self – people expect my events to be great

• Never forget your reputational risk

• Absolutely never forget your organization's reputational risk


It’s not just about what you say and what the audience hears

• The effects of multiple layers of communication with the emotional effects of numerous sensory experiences

• Cognitive dissidence• Your company’s values, image and

reputation• Remember “The Establishment!!”


Event types and event objectives

• What different event types have you been asked to organize?

• What different objectives have those meetings or events had?

• How often have you organized events with just one objective?

• How often have your organized events with multiple objectives?


Forget the details….

• ..until you know truthfully what ALL the objectives and desired outcomes for the event are

• Prioritize your objectives

• Then consider your budget, then your timeline…..then, and only then, consider the details


Event Objectives Summary Sheet

• Educate your executives

• Question your executives – you will risk coming across as obtuse

• Produce a summary for your executives – get them to sign off on this


Objectives questions

• What is the nature of the event?• What is the event intended to achieve?• What specific reaction do you want from attendees (think

senses, emotions, relationships, brand management, company values)?

• Event format, intended geographical location• Event date – is that flexible?• Who should attend and why?• What messages are being delivered and by whom?• Is there a set budget?


The WOW factor

• Events are supposed to be fun – for those who attend and for those who organize them – so sorry for all the boring planning stuff

• You need a WOW factor – but beware the Oh!-Oh! factor


The Oh!-Oh! Factor

Sometimes there is nowhere to hide!!


Organizing great events is all in the detail…..

• …..but forget these at the outset

• Meticulous planning and preparation lead to fantastic results

Documents

May 07 Executive Assistant Network Identifying your true Event Objectives (to get the outcomes you expect and want) Jonathan McIlroy, Director, Executive