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The Why Variable: Understanding the Strategic Purpose of Your Meetings

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You know that the meetings you plan are invaluable to the success of your business or organization, but your executives’ goals and objectives for your events are elusive. What questions should you ask so that you can understand the true aims of your business in holding events, and how can you set measurable goals that help your stakeholders determine whether or not their meetings were effective. Go beyond asking your attendees if they had a good time, and create value for your organization by asking the right questions and setting the right metrics. Position yourself not as a meeting planner, but as a true consultant with the business strategy of your meetings top-of-mind.

Learning Objectives:
•Discover the questions to ask your meeting owners to truly understand their business goals (and ensure your success)
•Learn how to set SMART objectives for your events
•See what measurements you can use to better understand the true reach of your events

For more meeting and event education and inspiration, visit http://academy.mpiweb.org. Not an MPI member? Visit http://www.mpiweb.org/join to learn more about the world's largest association of meeting and event professionals.

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The Why Variable: Understanding the Strategic Purpose of Your Meetings

  1. 1. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN TheWhy Variable: TheStrategic PurposeofYour Meetings
  2. 2. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Jessie States, CMM Manager, Professional Development Meeting Professionals International @Jessie_States #MPI www.mpiweb.org/join
  3. 3. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Four Ls: The Four Lacks ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  4. 4. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Lack of quantification Four Ls: The Four Lacks ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  5. 5. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Lack of quantification • Lack of definition Four Ls: The Four Lacks ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  6. 6. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Lack of quantification • Lack of definition • Lack of relevance Four Ls: The Four Lacks ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  7. 7. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Lack of quantification • Lack of definition • Lack of relevance • Lack of purpose Four Ls: The Four Lacks ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  8. 8. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Defining Your Objectives ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  9. 9. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Step 1: What Led to the Creation of Your Meeting? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  10. 10. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  11. 11. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Step 3: Define What Your Stakeholders Want ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  12. 12. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Step 4: Document Expected Outcomes ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  13. 13. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Talk to Your Event Owners ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  14. 14. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN What Are the Challenges? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  15. 15. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Failure to secure support What Are the Challenges? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  16. 16. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Failure to secure support • Presumption that event owners are too busy What Are the Challenges? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  17. 17. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Failure to secure support • Presumption that event owners are too busy • Measurement as a professional threat What Are the Challenges? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  18. 18. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Failure to secure support • Presumption that event owners are too busy • Measurement as a professional threat • Event owners don’t see the strategic purpose What Are the Challenges? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  19. 19. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Failure to secure support • Presumption that event owners are too busy • Measurement as a professional threat • event owners don’t see the strategic purpose • Differing agendas among event owners What Are the Challenges? ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  20. 20. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  21. 21. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  22. 22. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  23. 23. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  24. 24. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  25. 25. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  26. 26. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  27. 27. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  28. 28. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  29. 29. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN The Right Questions ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  30. 30. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  31. 31. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Attract new customers to the next event. Event Owner Objective ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  32. 32. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Attract new customers to the next event. Attract 100 new customers to the next sales event by sending out 500 targeted emails by May 3 to leads generated during online webinars and live sales presentations over the past 12 months. Event Owner Objective ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  33. 33. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Show employee appreciation. Event Owner Objective ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  34. 34. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Show employee appreciation. Increase loyalty among staff members by 5% by holding this year’s summit at Amusement Mountain theme park and measure loyalty before as a benchmark and after to demonstrate success. Event Owner Objective ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  35. 35. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  36. 36. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Sales reports Delivery reports Employee turnover reports Expense reports Customer retention reports Employee sat reports Customer sat reports Profit/loss reports Internal Resources ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  37. 37. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Online survey systems Third-party research Research companies Consultants Customer Relationship Management software Interactive tech Event applications External Resources ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  38. 38. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Numeric averages (satisfaction ratings) Counts (# of companies) Sums (amount earned) Frequencies (how often a resource is used) Percentages (how many passed a test) Qualitative Measures ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  39. 39. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Open responses (surveys) Individual conversations (interviews) Discussions (focus groups) Unsolicited comments (emails) Intercepted comments (social) Quantitative Measures ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  40. 40. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Output: Sales, Productivity, Shipments, Applications processed, New Accounts Costs: Overhead, Budget, Variance Time: Overtime, Downtime, Processing, Efficiency, Time to completion Quality: Waste, Shortages, Defects, Compliance, Product failure Common Hard Metrics ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  41. 41. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN Work Climate: Satisfaction, Engagement, Stress, Grievances Initiative/Innovation: Creativity, Suggestions, Partnerships/Alliances Customer Service: Satisfaction, Complaints, Retention, Loyalty Employee Development: Promotions, Appraisals Image: Reputation, Leadership, Brand Common Soft Metrics ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  42. 42. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • “How could we improve this conference?” Example Question ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  43. 43. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • “How could we improve this conference?” • Thinking specifically about the educational sessions, what could be done to improve the content of the sessions, the speakers or the scheduling? Example Question ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  44. 44. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN • Start small. • Use easy-to-define metrics. • Consider timeliness. • Review regularly for relevance. • Avoid metrics you can’t collect. Best Practices ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN
  45. 45. ©2018 MEETING PROFESSIONALS INTERNATIONAL. ALL RIGHTS RESERVED. MPIWEB.ORG/JOIN

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