The most common mistake: leaving out the budget. Agencies can't then write realistic concepts and there's no basis for comparison. Other common mistakes: a vague audience, no clear objective, sticking to a fixed format and no feedback loop on earlier events. A vague audience sounds like 'staff'. An unclear objective sounds like 'we want to do something fun'. Fixing a format sounds like 'it has to be a dinner'.
A second common mistake is sending the brief too late. As a guideline: for events with more than 200 people, a lead time of 8-12 weeks is realistic. The earlier you brief, the more options you have.
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