Event briefings are detailed documents that provide a summary of important event details, ranging from logistics to budgets. With so much to cover, are there any specific questions you should always include in an event briefing?
These documents ensure that everyone involved in the event planning process is in agreement. This includes the event agency, venue, caterers, transportation and entertainment. They all need to be on the same page.
This guarantees everyone understands timelines, set required deadlines and identify any potential challenges, to work towards a successful event experience. The sooner you can identify these, the more likely you are to avoid any last-minute surprises.
Reed & Mackay Events team highlights eight key questions to include to help ensure all types of events are seamless from beginning to end.
1. What is the event’s objective?
Every event serves a purpose. As an event organiser, when you start planning your event, make sure you know why you are bringing people together. Events are fantastic for organisations to launch products or services and to engage with current and potential clients. Understanding the purpose of your event will make it easier for you to implement solutions that attract attendees.
A well-organised event briefing document can help you stay focused on the purpose of a meeting or event. It’s a good idea to focus on more than just the logistics.
It is important to have a clear understanding of why the meeting or event is taking place. Then your questions for the event briefing will ensure all team members involved are on the same page and working towards the same goals. By having a detailed briefing document, you can keep everyone informed and on track.
2. Are there any lessons learned from previous events?
If you have hosted the event before, such as an annual event, start by looking at past event briefing documents. Was it a two-day in-person conference or a small virtual event?
Reviewing past events is crucial for assessing both successes and areas for improvement. Reed & Mackay’s specialist Event Managers have years of experience that allows them to provide creative and engaging solutions to address areas of improvement from previous events.
3. Who is the target audience?
Understanding and identifying your target audience allows you to ensure the event content and experiences resonate with attendees. Creating a profile of your ideal guests, considering their interests, preferences and event expectations, is a beneficial exercise. This profile serves as a guide to align the event’s content with the needs and interests of attendees.
4. What logistics do you require?
Information such as date, time and venue are crucial for planning and co-ordination. Organisers need this information to make informed decisions about scheduling, travel arrangements and accommodation.
So important logistic questions for an event briefing include: where is the event being held? Is it an airport hotel or a purpose-built convention centre? How will delegates get there?
Furthermore, it’s important to consider the location of your target audience when selecting the venue. For example, is the destination well served by flights or trains?
5. Can you provide travel information?
Including travel information in your event briefing plays a significant role in ensuring attendee satisfaction. Providing thorough information on nearby transport and accommodation options contributes to removing attendee stress.
Reviewing public transport infrastructure and providing clear instructions shows consideration towards your attendees. In addition, sharing relevant travel information ensures all attendees arrive at the event and can contribute to its success.
6. What event budgets are you working with?
While you don’t need to include the exact final budget, providing an estimate is a good starting point. Reviewing the budget from previous events can help. Detailing how funds are allocated across various channels can be beneficial. Consider channels such as venue, cost, food and beverage and event marketing expenses.
7. Have you conducted an event risk assessment?
Whether you’re planning an event for 200+ guests or less than 20, no event is immune to risks. Identifying potential challenges, such as severe weather and technical issues, allows organisers to develop appropriate response strategies.
Assess the risks of the venue and surrounding area. This includes evaluating third-party suppliers such as lighting and rigging teams. Conducting a risk assessment helps ensure the safety of the event. It is crucial to consider all potential hazards and take necessary precautions.
Ensure you have designated meeting points and response protocols for incidents inside and outside the venue. Mark meeting points clearly and make them easily accessible. Furthermore, all staff and attendees should clearly communicate response protocols.
8. What does success look like?
Outlining key performance indicators (KPIs) in your event briefing enables organisers to evaluate the event’s impact and success. Reviewing the purpose of your event is a good starting point for developing your KPIs. For instance, if the primary objective is revenue generation, establishing revenue targets is an essential step.
Improve your social media presence by determining your target audience. This will help you measure the success of your efforts.
How many people do you want to reach? This will help you set specific goals for your social media strategy. Measuring these metrics against your KPIs facilitates post-event evaluations and provides insights for future events.
Mail hello@reedandmackay.com to discuss all of your travel and event management needs.
