If your event planning company has inadequate information to work with, the end result will be a poor representation of your brand at best, and a cringe-worthy disaster at worst.
In other words, the quality of your event brief determines the outcome of your event. We decipher event briefs daily to create world-class corporate events that delight our clients and their guests alike.
To help you compile an event brief that accurately reflects your brand and your marketing objectives, here’s what you need to know:
Who
Arguably the most important information in your event brief, the ‘who’ of your event brief should include everything you know about guests. As we’ve mentioned time and time again, the more guest data you have, the better equipped your event planning company is to create an event that resonates, engages and achieves your objectives – whatever these may be. Dig deeper than the customary names, occupations and plus ones. Who is a customer? Who is a brand advocate? Which guests have attended past events? Which guests are VIPs?
What
The ‘what’ details the type of event you’d like to orchestrate. Is it a gala dinner? A roadshow? A conference? A golf day? Once you know what kind of event you’d like to run, get more specific. Is it a gala dinner that celebrates a record year of sales? Is it an information-packed conference of thought-leaders in your industry? Is it a product showcase to reps and potential buyers?
Why
Your ‘why’ encompasses the purpose of holding an event, as well as your intended outcome. No one spends hundreds and thousands on creating an event just for the fun of it, so get granular here to ensure that your event management company is absolutely clear as to the objectives of your upcoming event. For example, do you want to increase brand awareness and as a result, generate leads? Do you want to cement yourself as a thought-leader in your industry and have your brand become synonymous with cutting-edge innovation? Or is your aim to boost staff morale and increase their performance?
When
Giving your event management company a clear deadline to work towards is crucial. It also dictates how much time they have to come up with their creative execution, secure vendors and kick off the RSVP process. A clearly defined timeline of what needs to happen by when makes sure that last-minute rush jobs are avoided at all costs.
Where
While you may not have a specific venue in mind, you’ll have an idea of the area you need your event take place in. This, of course, is influenced by the ‘who’ and ‘why’ sections of your brief. Does it need to be in the city, or far from the hustle and bustle of everyday life? Further afield? In several venues over a course of weeks or days? Does it need to be central and close to public transport? Or do you need a private venue that’s only accessible via private 4x4s?
We plan, orchestrate and execute bespoke corporate events for leading local and international brands. Get in touch to find out how we can create the event that’s a perfect reflection of your brand.
