Which event management company is right for you?
September 13, 2017
How to Organise a Successful Press Conference?
October 8, 2017How to create an event brief in a few simple steps?
If you’re reading this article, you've probably been tasked with handling your company’s upcoming event. In this article, you’ll learn how to create an event brief in a few simple steps that you could use for the tendering process.
I can’t stress enough how critical it is for you to provide relevant information to all the event agencies pitching so that you’re able to get appropriate and accurate proposals for your event right off the bat, thus saving you time and unnecessary back and forth communication.
The event brief revolves around the five Ws. Who, What, When, Where and Why?
Always include a brief company profile, no matter how big or small your organization is. It gives the agency a sense of your organization and they’ll be better placed to evaluate if they’re right for you.
Include information on any previous events you may have done. Support it with you tube links, pictures, press clippings or any other material you have in your archives.
Who is the event being held for? More commonly referred to as the ‘target audience’. Are they employees or channel partners? Customers or potential investors?
What kind of an event will it be? An employee offsite? Or, a dealer conference? Or, a networking event? Will you need to arrange for travel related services, hotel accommodation? What kind of cuisine would you like served at your event?
When will the event be held? Include the date, time and the duration the event will run for.
Where will the event be held? At a 5 star hotel banquet? Or, at an auditorium? Or would you like to receive options for creative and distinct venues with a character of their own? Consider things like access, size, services, price, etc.
Why are you hosting this event? Is it your annual company awards function? Are you participating in an exhibition? Are you launching a new product? Is it a knowledge sharing symposium?
Discuss your budget transparently and be upfront about your expectations surrounding it. Without a budget specification you’re not allowing the agency to find unique solutions to get you the biggest bang for your money.
One can never have enough information. When you think you written enough, go through the brief one more time and add more. No one ever complained an event brief had too much detail in it.
And my last, but most important tip – always brief face to face. You will be able to use all the communication tools at your disposal to explain your event as succinctly as possible.
It also helps to build trust between you and the agency and paves the road for a great partnership!
