How can you make sure your brief to an event agency ticks all the right boxes?

How can you make sure your brief to an event agency ticks all the right boxes?

Draw up some precise specifications for the event!

Whatever the final format of the document (from a simple email to a PowerPoint presentation), the brief or specifications sets out in detail, by means of a menu, the various expectations of the customer for an event agency. In order to list them as precisely as possible, it must include the following sections as a bare minimum…  

What are the different sections of the brief for the event?

  • The type of event 

Are we talking about a conference, an inauguration ceremony, a birthday, a seminar, a product launch? Over and above that consideration, the specifications must also state the planned duration of the event, the theme and the context in which it is being organised.

  • The client company

In this paragraph, you should provide a brief introduction to the company (its mission, its competitors, its values, how it is organised, how it operates). With this data, the event agency will be able to adhere to its corporate culture.

  • Objectives of the event

An essential component, this point clearly states the reasons why the event is being organised: to reward a department that has excelled itself, to present new products, to inaugurate new premises, to strengthen bonds, etc.

  • The target audience of the event

To be a guaranteed success, the event needs to be purpose-built for a well-defined target audience. Professionals or the wider public, people inside the company or those outside it, the staff teams or the customers, etc. Ideally, you should specify in the brief the average age, the ratio of men and women (and if applicable couples and children) and the total number of participants.

  • The budget

Whatever budget you have in mind, whether it’s tight or fairly substantial, you need to indicate it in the specifications, so that the event agency can draw up a suitable proposal.

  • The other details to be communicated

Usually chosen for a specific reason, the date of the event is an essential element that must be included in the brief – failing that, it should state the dates being considered if the final decision has not yet been made. Any specific wishes as regards the location should also be presented: on a beach or in the mountains, in Luxembourg or abroad, etc. If the event is taking place over several days, don’t hesitate to indicate the type of accommodation you would prefer. If the event programme has already been drawn up when you’re writing the brief, don’t hesitate to enclose it with the specifications.

How should you work together with the event agency?

Once you have submitted this very detailed document, it is highly recommended that you discuss the project with the event agency in person or over the phone, so that you can go through each point carefully. It may be helpful, if applicable, to show them previous editions of the event, and how they were received by the participants…

Next, you should allow a little time so that the professionals can come back with a proposal that shows the value they add and their experience. Note that it is recommended that you submit the brief to several different agencies, so that you can receive several different quotes and scenarios, and be able to compare them.

For these types of services, an experienced agency can often get the deal in the bag on the basis of the telephone interview, by asking the right questions and by setting out its initial ideas based a first read-through of the specifications.

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By Amandine Schosseler

Kinepolis is a leading player in Europe and has cinemas in Luxembourg in Belgium, France, Spain, Switzerland, Poland and most recently in Canada. In addition to its film business, Kinepolis is also active in the field of advertising and events.

Amandine has been supporting professionals since June 2013 with the aim of providing them with a personalized follow-up through the solutions proposed by Kinepolis: conference rooms, seminar rooms, private screening with or without reception, advertising, sponsorship, …

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