The Perfect Event Brief

Punctual, organised, creative: These are some of the qualities commonly used to describe an exceptional event planner. However, the qualities of an event planner can really only go so far in making magic – while organisation and creativity might make up 50% of an event’s success rate, the other 50% is in the hands of the event host. So, how do you as an event host take control and deliver your 50% as easily as possible? With the perfect event brief.

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Know What You Want

We’ll admit that 50% sounds quite weighty. But, we’ll also be the first to back this statement up because in the 20 years we’ve been in the industry, we have found that giving the event planner a detailed brief, as opposed to a vague one, yields a more positive result hat keep event-goers coming back. A client who knows what they want will not settle for something they didn’t ask for, just as an event planner with a solid brief won’t risk producing an event opposite to what’s been laid out. We know event planning with a strategic purpose can be overwhelming for new planners who often wonder where to start, so our team of experts got together to reveal strategies that will help you draft the perfect event brief.

Keys/Guideline To Drafting The Perfect Brief

Identify Event Goals

Knowing WHY you’re hosting this event is the beginning of writing the perfect draft. In a previous blog post, we explored how you could identify your event goals and objectives and use them to action your event. This process forces you to ask all the necessary questions that give your event purpose, like: How will this impact my overall business goal? What ROI do I want to gain? What information do I hope to share with or get from attendees? This is the crux of your brief. Make it count.

Getting Straight To The Point

Clarity is of paramount importance when writing your event brief, so avoid ambiguous statements. A to-do list is a good way to narrow down what it is you want for your event and what things to steer away from. If you’re clear and concise, your planning partner can’t get this wrong.

Every Detail Counts

We’ve told you to get straight to the point – and we mean it. Knowing what you want is crucial, but that doesn’t mean that you have to limit the details that help you realise your perfect event outcome. When writing the first draft of your event brief, don’t leave any details out because it’s important to take into consideration every piece of information that could make up your event. Create a list of all your “must-haves” to all your “nice-to-haves” and don’t be afraid to write down your wildest expectations – some planners were born to meet and beat expectation! Also be sure to include numbers – from the number of guests and staff, to budget, important dates and times, ROI and even phone numbers, a good planner will know what to use and how to use it.

The ultimate outcome

A vague event brief is like shooting a dart without a target. It’s hard to track success without defining what success is for your business or your brand. The purpose of a brief is to act as a guideline and reference sheet for your planner. If your planning partner can look at your brief and plan with the end in mind, well done! You have successfully written the perfect event brief.

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