Creating a standard for outcome-based events should be a no-brainer. theplanner.guru makes a case for why this matters now more than ever.
Given the financial outlay and effort required to bring together each event, it is time that the MICE and business events industry considered specific outcomes for these types of business gatherings. Event outcomes should be multifaceted but also encompass the objectives of each role player – namely the organiser, client or sponsor, and delegate.
Outcomes versus objectives
There will be several objectives set out by both planners and their clients, or sponsors. These will mostly revolve around sales, along with certain KPIs such as how much engagement took place, either around a specific topic or over the course of the event. Outcomes, however, should seek to achieve more and result in an actionable and implementable development.
“Outcomes are the new opportunity. In a connected world, companies across a broad swath of industries are developing strategies to deliver business outcomes to customers… As the focus of creating and capturing value shifts from one-time sales to long-term partnerships, it is driving higher customer retention as well as rapid account expansion. No wonder many CEOs are convinced that deploying outcome-based business models is the best way to win the future,” notes the Boston Consulting Group in a 2021 article.
This presents a strong potential case for why the MICE industry should start gearing itself towards developing more outcome-based experiences during which key decision-makers are in the same place together at the same time.
Getting to the heart of the issue
While developing outcomes will be specific to each business event, these should consider the challenges that are prevalent in each sector and try to find solutions to resolve a specific issue facing that industry. At the very least, each gathering should aim to identify the pitfalls and aim to commit to finding the means to remove any roadblocks that hinder growth and bring about stronger value chain integration. It can also be a means to create a unique, never-to-be-repeated opportunity to ensure accountability around any necessary follow-ups required for implementation.
These outcomes should be positioned to form a noteworthy component of each event’s agenda and be made clear to delegates well ahead of time. Securing the buy-in of your audience could be beneficial in more ways than one, including taking into account their insights around their experiences on the matter, as well as potentially supporting these outcomes from a resources perspective. Once an initiative has enough critical mass behind it, it can be rolled out into an implementable project that can better benefit a certain industry or be the answer to a key problem.
Rallying the right support
To ensure any well-intended efforts don’t fall flat, planners and organisers could consider building in an additional step to their event planning that involves a consultative process with decision- and possible policymakers. It may require a longer lead time on how the event comes together; however, speaking to the right individuals to provide these insights will give you a greater chance of being able to understand the most pressing matters at hand. From here, these parties can advise on what solutions might be most viable to address the issues, as well as what the follow-up needs to be, with your event forming a platform for these important dialogues.
Once the challenges faced by an industry have been framed and potential outcomes identified, suddenly an event carries far more gravity than just being a talk-shop experience. Including pledges and commitments by decision-makers as part of your agenda will form a major highlight within your eventing programme, but this needs to be done quite carefully, with the outcomes of your event also needing to align to the purpose.
“A key element of purpose is alignment… While a strong purpose can work to motivate and engage, it can also help people choose and clarify their investments of time and effort. Purpose can help people and companies make choices which ensure the greatest match between values, talents and contributions,” writes Tracy Brower, sociologist and author of The Secrets to Happiness at Work.
Developing outcomes for your events is an ambitious challenge but one that should be encouraged because it aspires to deliver results. This particular component of your event will make a marked impact on your delegates as they seek to derive more meaning and positivity throughout each aspect of their day-to-day experiences and lives.
Maximising legacy outcomes at events
In 2019, the Joint Meetings Industry Council (JMIC) released the Business Event Legacies: JMIC Case Study Project Report. Within this, they developed six rules for bringing together a highly successful business event.
- Involve stakeholders in setting legacy agendas
Stakeholders may include, for example, government, local and global associations, industry leaders within the destination, leading researchers within the destination, conference organisers, bureaus and venues.
- Coalesce legacy design around industry problems, issues and opportunities
Identifying key industry and/or community issues and opportunities is important for uniting stakeholders behind legacy initiatives.
- Set legacy objectives
Legacy objectives need to be set in order to plan for their execution. It is true that many conferences will yield legacies regardless of whether or not they have been planned for. But the failure to set objectives can mean lost opportunities for making a difference.
- Execute legacy plans
Once objectives have been set, there must be a plan for ensuring the legacies are realised. Planning for the evaluation of legacy outcomes is essential.
- Evaluate legacy outcomes
Different outcomes call for different methods of evaluation. Methods of data collection and analysis are set out in the appendix of the JMIC report. Partnering with a research specialist (university or consultant) is an excellent idea.
- Disseminate legacy outcomes widely
Legacy outcomes should be communicated widely. It is important that all stakeholders understand the full value of the business event. Legacy outcomes should be included in every business event study or evaluative report and then communicated to governments, communities, industries and universities, as well as event organisers and individual delegates and any stakeholders that have invested in the business event. They all need to hear about the outcomes.
Further reading
- Is Your Organization Maximizing the Impact of Events?
- What’s the Point of Business Events?
- Scientists document tangible lasting effects of hosting business events
NOTE: This article originally appeared in The Meetings & Event Planner 2022. For more inspiring content, you can view the issue here.
