Six Top Tips for creating the perfect event brief

Whether your event is for 50 or 5,000, it’s important to create a detailed event brief – this will not only ensure you’re able to gather accurate costings and information from event partners, but it will also provide a comprehensive overview of your objectives and support you to develop an effective and measurable event from start to finish.

National Account Managers, Werner Van Wyk and Hannah Wyss share their six top tips for creating the perfect event brief below, supporting you to take those first steps in the planning process and sharing this with your event partner.

laughter / singing workshop

1. Has the event happened before? If so, what worked and what didn’t?

Event evaluations can take your event from strength to strength. Through this, you’ll be able to understand the impact of your event as well as providing evidence of successes and ways to improve your project performance.

It’s important to gather as much information, feedback, and data as possible before you start the planning process. This includes venues, event partners, catering, transport and more, as this will allow you to identify areas that delivered the necessary outcome and that need improvement, or adjustment. 

2. Know your intent, strategic direction, and purpose.

Defining a clear set of goals and objectives for your event is vital from the outset – they may develop and become more refined as time goes on, but the foundations will remain.

Think audience, topics, business objectives, incentives, and of course the challenges that come with planning your event. This will allow event partners to provide solutions and options.

It’s vital you get the bigger picture from attendees and/or employees. Communicate with them around your strategy. Produce surveys and polls to understand where they’re currently ‘at’ when it comes to attending face-to-face, virtual or hybrid events.

 

3. Identify the best event format based on objectives and audience. 

How do you know which approach is the best for your event? This depends on several factors from event size and budget, through to timeline, agenda, geography of attendees and overall objectives.

Live events have the most effective form of communication and experience, virtual events deliver a faster turnaround and wider reach, while hybrid events provide the flexibility to reach the biggest number of attendees.

 

4. Harness the power of virtual experiences

There’s no getting away from the power of virtual events. We’ve worked closely with our clients to establish what works and what doesn’t across the last 14mths and with so many options at your fingertips, you’d be wrong if you thought you no longer need virtual events.

And let’s not forget that the digital content created can be repurposed and accessed even after the event and support future initiatives – keep connectivity front of mind and you can’t go wrong!

We believe virtual and digital elements are a vital part of any event experience and need to be integrated into your event and communications strategy. The value of face-to-face communication will never disappear, but even before the COVID-19 pandemic, Cisco predicted 82% of all internet traffic by 2022 will be consuming videos.

5. Shape your content plan

Content is king. Once you’ve decided on your event format and agenda, it’s important to apply this when shaping your overall content plan and brief. Without this, you risk receiving content that doesn’t meet your expectations, as well as budget. What has fallen short previously? What are your key messages, tone of voice and can you share brand guidelines and event identity?

We can support you across creative concept, graphic design, animations to Keynote and PowerPoint, through to marcomms material, distribution, website build and content – but what content will you manage in-house? What are the areas where you’ll need support?

6. Outline your budget

We understand this can sometimes be overwhelming. Before you do this, it’s important to dedicate time to lay the foundation for your event, through all of the above.  

If you can, evaluate the areas you over or underspent or overspent on. Remember, events can sometimes be unpredictable, but it’s important to engage with an event partner that can provide detailed costings.

Areas to think about when outlining your event budget:

  • Venue(s)
  • Speakers
  • Signage and branding
  • Content
  • Catering
  • Event staff
  • Furniture and other equipment
  • Attendee experience
  • Marketing 
  • Event technology
  • Logistics
  • Health & Safety

The bottom line…

Our National Account Managers and Project Managers are highly experienced in assessing, planning, and delivering engaging and effective events. For further details on how we can help your business realise your event and communications strategy now and, in the future, contact us.

 

Like this? There’s more…

Six Top Tips for creating the perfect event brief

Whether your event is for 50 or 5,000, it’s important to create a detailed event brief - this will not only ensure you’re able to gather accurate costings and information from event partners, but it will also provide a comprehensive overview of your objectives and...

Six Top Tips for the Return to Face-to-Face Events

While many event planners and attendees alike have been returning to live events, there are of course elements to consider before taking the step back into the world of face-to-face event experiences. As we know it was never going to be a case of if live events would...

Top tips for a hybrid conference

A hybrid event is one that combines a face-to-face event at a physical location, with a “virtual” online element for remote attendees.  Whilst it’s true that hybrid events can require more planning, resource and budget depending on your objectives, they can also...

Top tips for a hybrid awards ceremony

Whilst a key objective of any event is to bring people together, the Coronavirus pandemic has shifted the way in which this is now done. Event planners are now relying on various factors including budget, locations, resource, timeline and ultimately, ROI, in order to...

Engage employees through a blended strategy

As the Coronavirus pandemic continues to bring about great change to the landscape of corporate communications and how they are conveyed, ensuring clear messaging of your corporate strategy, whilst prioritising employee engagement in a remote-based workforce is vital....

Virtual Event Platform – Swapcard

Virtual Event Platform - SwapcardWe are so excited to be able to offer another virtual platform option to clients with Swapcard - your engagement platform for virtual, hybrid and in-person events.The role of event platform is changing and whilst we can still provide...

Bring Your Brand to Life Virtually

Bring Your Brand to Life VirtuallyIt’s no surprise that many brands and businesses are continuing to develop their event and communications strategy into a more blended approach for 2021 and beyond.Since march 2020, we have seen a shift in how we engage and support...

Employee Recognition and Wellbeing at Christmas

Employee Recognition and Wellbeing at Christmas We all know that Christmas will be different this year. Businesses are struggling because of the coronavirus pandemic and as a result employee engagement and recognition is a key priority, now more than ever.  If there’s...

Top Tips for Virtual Presenters

Top Tips for Virtual Presenters Your Environment. Choose somewhere quiet and private where you won’t be interrupted and remove anything you might not want to be seen on camera, ie. pictures, books, clutter etc. Think about what your environment says about you. Dress...

How Will Lockdown Affect Virtual and Hybrid Events?

How Will Lockdown Affect Virtual and Hybrid Events? On 31st October, the Prime Minister, Boris Johnson, announced a second national lockdown where businesses such as pubs, restaurants, gyms and non-essential shops will have to close for four weeks from Thursday 5th...