WHITEPAPER:
10 clever questions for events with impact

- Double your impact and halve your work with goal-driven thinking

MEETINGS WITH THE WOW! FACTOR CREATED WITH GOAL-DRIVEN THINKING

Do you regularly organise meeting and events? With these tips you will double the impact and halve your work simply by gaining insight in the goal of the meeting. When you know what the client wants to achieve, finding a great location and putting together an amazing programme becomes a piece of cake.

WILL YOU ARRANGE IT?

Do you recognise this? As event planner, management assistant or office manager, you are assigned to organise a meeting. The goal or desired outcome of the meeting is unclear. ‘Just arrange it’ is instructed and ‘the content is coming later.’ It is now your task to organise - based on this very succinct briefing - an appropriate location and to form a day programme.

Of course, as a talented event planner, this is simple. But just imagine how much easier it could be. Imagine better results with less work. Events that leave a lasting impression and motivated attendees.

All of this is done by formulating the GOAL right from the start.


In this whitepaper you will discover:

· Benefits of starting with a clearly formulated goal

· Types of goals (on handout)

· 10 questions to clarify the goal (on question sheet)

· How to create support by organising with a defined goal

By defining the goal of the meeting, you will halve your work and double the impact.

WHY IS IT IMPORTANT TO DEFINE THE GOAL?

An inspiring environment brings out the best in people. Where will attendees find the focus that they need – in the quiet countryside or the energy of the city? How do you create a meeting that actually facilitates growth for attendees? How do you inspire people to work together, to break free of patterns, to develop a strong future or to attain some other goal? By focussing everything towards the goal.


This will only be possible when you know from the start what your client wants to achieve with this meeting. What do attendees need to learn, experience or do differently?

If you are a proactive type, you are probably eager to just go ahead and get started. But if you really want to give yourself a flying start,make sure you clarify the main goal(s) first and then get started with organising.

5 REASONS TO START WITH THE GOAL

What is the goal of this meeting, team day or event? When your client and you have a clear answer to that question, your work not only becomes easier but also much more fun. Because



1. Finding a suitable location is easier

You know what you want: a location that perfectly complements the goal of the meeting. Therefore, many locations will not suffice.

2. You can clearly brief the locations

You know what you want to achieve, so briefing the location must be straightforward. By clearly stating what you want and asking the right questions, you will find out quickly whether the location is suitable or not.


3. Surprising programme with WOW! factor

By working together with the location, you can design a programme that is completely customised – for your organisation and for the meeting. As a result, goals are achieved and the impact of the meeting is many times greater.

4. A quote that reflects your wishes

Instead of receiving a ‘general pricelist’ you will get a quote that is specified according to your wishes. You know exactly where you stand, and so will your client.

5. Results that dreams are made of

· A powerful event that will be talked about for a long time

· Results that matter and inspire attendees to get started right away

· High appreciation of the attendees and enthusiasm for future events

· Recognition from your manager or client

Give yourself a flying start by clarifying the main goals first and only then begin the organisation process.

TYPE OF GOALS

Innovate. Acquire knowledge. Brainstorm. These are only a small selection of the many goals that meetings and events can have. To determine the main goals and sub-goals, it is good to gain insight into the types of goals that exist. A few examples:

CELEBRATE

Celebrate successes | Thank customers or employees | Reward for accomplishments | Have fun together

CHANGE

Break patterns | Give insight | Modify behaviour | Learn or unlearn


COLLABORATE

Team building | Collaborate as team or disciplines | Co-creation | Improve communication

DECIDE

Formulate strategy | Determine goals | Make choices | Kick off a project



BRAINSTORM

Find new ideas | Discover possibilities | Create | Find solutions | Develop products


CONNECT

Get to know each other | Join forces | Learn from each other | Network


To help you identify main goals and sub-goals for your business meeting, we have created a helpful overview. Here, you’ll find 14 primary goals and more than 40 sub-goals.

MAIN GOAL VERSUS SUB-GOAL

Your meeting can have one or more main goals, and various sub-goals can be determined. Keep the following points in mind:


1. Less is more

Do you want your event to train people, bring them together, outline a strategy and inform them about changes? Good luck. Choose one or a maximum of two clear main goals to create a good balance and the right focus.

2. The sub-goal determines the direction

Take, for example, a meeting with the following goal: collaboration. Are the attendees new employees who need to learn to work as a team? Or are they part of an existing department where pain points need to be addressed? Is the organisation going through a merger and everyone needs to be on the same page? The underlying goal determines the choices that you will make.

THIS IS HOW YOU CLARIFY THE GOAL OF THE MEETING

By answering the next 10 questions you can simply determine the goal and desirable outcome(s) of the meeting. The answers will form the starting point from which you can commence organising your event.

However, clarifying the goal is not something you can do alone. It is important to do this together with the management, your client and/or other stakeholders. By actively involving the stakeholders in the design process of the business meeting, you create support and co-creation

STEPS:
THIS IS HOW YOU CLARIFY THE GOAL OF THE MEETING


1. WHY IS THIS BUSINESS MEETING BEING ORGANISED?

For example: is there an issue that needs to be resolved, a change in direction or a new product being developed? Is it an annual or a one-off event, or is it part of a series of meetings? The reason will tell you a lot about the context in which the meeting is taking place.


2. WHAT IS THE THEME?

Has a theme been decided? A theme, for example, could be: 'Strategy for division X', 'The renewed legislation regarding area Y' or 'Results of organisation Z'. Is there no clear theme? Think of certain keywords, or a theme that fits the meeting


3. WHAT ARE THE CONDITIONS?

Which items have already been fixed? This could be the date, duration of meeting, budget or number of attendees. What are the conditions regarding accessibility, travel time and location? Which elements of the programme have been predetermined or are essential parts of the meeting?


4. WHO IS THE TARGET GROUP?

How would you describe the target group? What is the demographic make-up regarding age, gender, education and place of residence? Is this a homogeneous or diverse group? What is the connecting factor? For example, (new) colleagues, clients or professional specialists. Do they know each other?


5. WHAT IS THE POSITION?

W.hat is the general position of the target group towards the meeting or theme? Is it expected that the attendees come with an open mind or are they critical? Are they difficult to motivate or very eager? Is there a positive or a negative attitude toward their organisation? It can also be a mix.For instance, do they have a positive attitude toward their organisation but regard the training as a requirement


6. WHAT ARE THE CHALLENGES?

What are the challenges that should be taken into account? The target group could be, for example, a very diversely composed group, many international attendees, a limited budget, or a very full programme. Alternatively, it could also be a challenge to motivate employees or to think of a new theme for a recurring meeting.


7. WHAT IS THE EXPERIENCE?

What do you want attendees to experience or feel during the meeting? Do you want them to be inspired? Do you want them to experience something firsthand? Do you want the day to be relaxed or more formal? Do you want the atmosphere to be trusting or confronting? Do you want the audience to experience something on a practical level


8. WHAT DO YOU WANT ATTENDEES TO TAKE AWAY?

What do you want attendees to know or think at the end of the meeting? Do you want to transfer knowledge and skills or a vision? Can you describe this in concrete terms?


9. WHICH ACTIONS MUST RESULT?

What do you want attendees to say or do after the meeting? Should attendees take a certain action or do things differently after the meeting?


10. WHAT IS THE GOAL OF THE MEETING?

Based on the answers above, could you describe the goal of the meeting? Is there one clear goal or are there several goals? Can you establish any sub-goals? In case of multiple goals, can they be combined in this one event?

To help you answer these questions we have created a question sheet where you can fill in the answers and get a clear view of your goals. Useful for brainstorm sessions!

All stakeholders must be aware that a successful meeting depends on the following question: What do you want to achieve?

HOW DO YOU CREATE SUPPORT WITHIN THE ORGANISATION?

1. Plan a kick-off session with stakeholders. In addition to your client and/or management, also invite a few other participants. If you cannot plan a group session, hold one-on-one conversations.

2. Plan the kick-off session or conversations at the start of the organisation process.

3. During the session, brainstorm about goals and themes. Ask stakeholders in advance to think about interesting and surprising programme components and methods.

4. During the session, be critical and ask many questions. What do they expect from the meeting? What do they want to achieve at the end of the day? Continue to question and go deeper.

5. Remain focussed on the main goal(s) and expectations for the session. This is the starting point on which further choices can be made. Be sure to avoid the discussion becoming too logistical, for example, about forest versus beach, or about the experience at last year’s lunch buffet or about a fun team activity.

WHY IS IT IMPORTANT TO FORMULATE CONCRETE GOALS?

Concrete goals yield concrete results. When the goal is clear from the start, you can use this in your communication to stakeholders and attendees. If participants know why the meeting is taking place and what the desired result is, this will create an active and positive attitude.

WE WOULD BE PLEASED TO DIRECT YOUR NOTEWORTHY MEETING

At Bilderberg we are very happy to help you organise an unforgettable meeting with the WOW! factor. Brainstorming about a new product? Let attendees draw a life-size mind map on mega white boards. Discussing sustainability? Fresh air will give you the best ideas. Create a memorable dining experience. Eating together energises, relaxes, inspires and connects.

At Bilderberg we consider ourselves your partner. Together the best ideas are created, and nothing is impossible. We would be pleased to direct your noteworthy meeting.

See you soon at Bilderber