What are the most important questions to ask clients when developing an event brief?

1 What is the purpose of the event?

The first and most fundamental question to ask is what the client wants to achieve with the event. Is it to launch a new product, celebrate a milestone, educate an audience, or something else? Knowing the purpose of the event will help to define the scope, format, theme, and message of the event, as well as the key performance indicators (KPIs) to measure its success. It will also help to identify the target audience, their needs, interests, and expectations, and how to reach and engage them.

2 What are the budget and timeline constraints?

The next question to ask is how much money and time the client has available for the event. The budget and timeline constraints will determine the scale, quality, and feasibility of the event, as well as the risks and contingencies involved. They will also influence the choice of venue, suppliers, technology, and staff for the event. It is important to ask the client to be realistic and transparent about their budget and timeline, and to communicate any changes or issues as soon as possible.

3 What are the key deliverables and specifications?

The third question to ask is what the client expects to receive from the event producer in terms of deliverables and specifications. These may include the event concept, design, plan, schedule, budget, marketing, logistics, execution, evaluation, and reporting. The event producer should ask the client to provide clear and detailed descriptions of each deliverable and specification, as well as the criteria and standards for their approval. The event producer should also confirm the roles and responsibilities of each party involved in the event production, and the communication and feedback channels.

4 What are the challenges and opportunities?

The fourth question to ask is what the client perceives as the main challenges and opportunities for the event. These may be related to the market, the competition, the audience, the stakeholders, the regulations, or the environment. The event producer should ask the client to share their insights, concerns, and aspirations for the event, and how they plan to address or leverage them. The event producer should also conduct their own research and analysis of the challenges and opportunities, and propose solutions or suggestions to the client.

5 What are the preferences and expectations?

The fifth question to ask is what the client prefers and expects from the event in terms of style, tone, mood, atmosphere, and experience. The event producer should ask the client to provide examples of events or elements that they like or dislike, and why. The event producer should also ask the client about their brand identity, values, and personality, and how they want to convey them through the event. The event producer should aim to create an event that reflects the client's preferences and expectations, while also adding their own creativity and expertise.

6 What are the feedback and approval processes?

The sixth and final question to ask is how the client wants to receive and provide feedback and approval throughout the event production process. The event producer should ask the client to specify the frequency, format, and medium of the feedback and approval, as well as the deadlines and milestones. The event producer should also ask the client to identify the key decision-makers and stakeholders for the event, and their level of involvement and authority. The event producer should establish clear and consistent feedback and approval processes with the client, and document and track them accordingly.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?