A good briefing leads to a better proposal

Start by introducing who you are. Not as a PR pitch, but as relevant background information for the agency. What does your organization do? How big is the company? What industry are you in? And what is the culture like: formal, informal, international, down-to-earth, or ambitious?

This is the context an agency needs to come up with a concept that fits. A health insurance company has a different event culture than a design agency or a bank. If you don’t describe this, the agency will come up with its own ideas based on what they’re familiar with.

Also mention who the decision-makers are. Who will make the final decision on the proposal? Who are the stakeholders who can influence the decision? And: have you worked with an event agency before? If so, what went well and what didn’t?

This is the core of your pitch document. Describe the event as specifically as possible. These are the essential elements that a good pitch document should include.

Reason and purpose: Why are you organizing this event? What do you hope to achieve? Be specific: motivating employees, launching a new strategy, thanking customers, celebrating an anniversary. The purpose drives the concept.

Date and location: Is there a set date or a specific timeframe? Is there a preference for a particular region? Will the event be held at your own venue, or are you open to all options? Agencies that know you’re flexible about the location can offer more creative proposals.

Target audience: Who will be attending? Employees, customers, business partners, stakeholders, members? How many? What are their job levels, ages, and backgrounds? This will determine the tone, the program, and the budget.

Program: What do you already know? A plenary session, a dinner, an activity, a workshop? Or is the concept completely open? Let us know what you already know and what you’re leaving open for the agency’s creativity.

Budget is the topic most often avoided in a pitch document. Clients keep it vague for fear that agencies will try to squeeze every last penny out of it. But that backfires: agencies that don’t know the budget end up presenting proposals that are way off the mark. That wastes everyone’s time.

Provide a budget range. "We are working with a budget of €50,000 to €75,000, excluding VAT." This is specific enough to receive relevant proposals, but still gives the agency room to make choices. An agency that knows its business will present a proposal that fits within that framework and will let you know if the level of ambition pushes the limits of the budget.

Please also describe the requirements. Does the location need to be in a specific region? Are there any days or times that are not available? Are there any restrictions related to sustainability, the GDPR, or procurement policies? Are there any preferred suppliers who have already been contracted?

See also: IDEA’s Pitch Code: Fair Pitching in the Events Industry →

Please describe the selection process. How many firms will be invited? When do you expect to receive the proposals? How will the presentation be conducted: in writing, orally, or both? When will the decision be made?

Please also let us know what you expect from the presentation. Would you like a concept presentation with a mood board? A detailed budget? A list of similar projects? The more specific you are, the better the agencies can prepare.

A common mistake: clients ask agencies for a fully developed proposal—including vendor quotes and a detailed schedule—before they’ve even awarded the contract. This is time-consuming and unfair. During the pitch phase, ask for a creative concept and a rough budget. You can work out the details after the contract has been awarded.

Not every event requires a formal proposal. For a simple team outing or a company get-together, an informal conversation or a brief email outlining the key question is sufficient. A proposal is appropriate for events with a budget exceeding €25,000, when you want to compare multiple agencies, for formal procurement processes, or for complex events involving multiple target audiences and program components.

Here at Live Impact, we regularly receive well-written pitch documents. These lead to the best collaborations. Our creativity remains undiminished; we simply channel it in the right direction. A clear briefing is a gift to a good agency.

A well-crafted pitch document takes an afternoon to prepare. It helps you develop better proposals, saves you from back-and-forth questions, and ensures that the agencies you invite have a fair chance to showcase their best work.

Would you like to know what Live Impact can do for your event? Send us your briefing or contact us to schedule an introductory meeting. Email us at hello@live-impact.nl or call us at 085 401 40 14.

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