A worthwhile investment – how good briefing can improve event planning

Organizers of events who have to get quotes from providers sometimes find it difficult to compare them – often the concepts are simply too different. But much can be gained from defining your objectives exactly beforehand and communicating them clearly to the bidding agencies. We show you how to do the groundwork before inviting offers.


Corporate events come in many different forms – from internal meetings to customer events and press conferences, right up to large anniversary celebrations or congresses. To make sure that quotes are realistic and can be compared, you should define the following points in advance:


Basic data
The basic facts provide a quantitative structure and a sound basis for planning. You should answer the following questions in your briefing:

  • What kind of event is it – an incentive, conference, teambuilding event or other?
  • When should it take place and how long should it last – with or without overnight stays?
  • How many participants are expected and where will they be traveling from?
  • Do you already have an idea for a location?
  • Is it a one-off event or part of a regular series?


Target group
Try to describe the participants at your event as exactly as possible. Ask yourself the following questions:

  • Who is taking part and what is their relationship with the organizer –employees, customers, partners, dealers, etc.?
  • Are there cultural, religious or hierarchical issues that should be taken into account?
  • What are the participants’ expectations of the event? Is their attendance voluntary or obligatory?


Ideally, you should find out their expectations beforehand in a survey. If you do not have empirical data, you should make assumptions.


The goals of the event and whether they are met are an important factor in event management given the increasing productivity and cost pressure. You should therefore clarify the following:

  • What should the core message of the event be?
  • What impact should it have on participants? Do you want them to perceive a new product as being particularly innovative, for example? Is the idea to increase public awareness – for example in a press conference? Or is it an internal event with the aim of improving the working atmosphere or cooperation between different locations?


Measurability and comparability
Often, companies focus primarily on the quantitative basic data upfront, and underestimate the importance of guests’ expectations and the objectives of the event. But the more precisely you know your target group and the more specifically you define your objectives, the easier it is to measure the result. An important part of this is identifying possible variables that you can use to evaluate the success of the event, and defined measures to collect these variables. For example, if you want to improve employee motivation, you can measure this by carrying out surveys before and after the event. If the aim is to make a product better known, this can be determined based on sales figures, while greater awareness is reflected in press coverage or online hits.


Good briefing pays off in many ways
Thinking through all the information on the event and preparing it well in advance is useful in many respects:

  • Bidding agencies have all the details they need to consider in their quote. That means you have to base your decision less on your own assumptions and can compare quotes more easily.
  • As the company awarding the contract, you will be sent concepts that correspond to your quantitative objectives on the one hand and support your strategic corporate goals on the other.
  • A good briefing is an important basis for measuring success in the follow-up to the event.


So take the time to prepare a thorough briefing. It is worthwhile!


The event experts at CWT Meetings & Events are happy to support you in planning and holding events and measuring their success.


Have any questions? Just contact us:
CWT Meetings & Events
Tel +49 (0) 69 15321 1031


Photo by Nastuh Abootalebi on Unsplash