4 min read
The best brand ambassadors in the country can only work with what they are given. When a brief is clear, staff walk in on day one knowing your product, your goals and exactly where to stand. When it is thin, the first two hours of your event become a training session in front of your customers.
This checklist covers everything your event staffing agency needs, in the order they need it. Copy it, fill it in and send it at least a week before your event.
Quick answer
A good event staff brief covers five things: the logistics (where, when, who to report to), your brand and product, the goal of the event, what staff should say and do, and how results are reported. One or two clear pages is enough.
1. Logistics
- Event name, venue address and the exact booth, store or location number
- Dates and shift times, including setup and teardown
- Where staff enter, where they check in and who they report to on site
- On site contact name and mobile number
- Badge or pass pickup details
- Parking or transit notes, and where staff can store their coats and bags
- Dress code, or details of any branded clothing you are supplying
2. Your brand and product
- What your company does, in one or two sentences
- The products or services featured at this event
- The three things every visitor should remember
- Pricing, promotions or show specials staff are allowed to mention
- Answers to the questions you hear most often
- Anything staff should not say or promise
3. The goal of the event
Staff work differently depending on what success looks like. Tell them which one matters most:
- Leads collected, and what counts as a qualified lead
- Samples handed out or products tasted
- Demos completed or appointments booked
- Sales made on site
- Social media sign ups, app downloads or contest entries
If you have a target number, share it. Most good staff like having something to aim for.
4. What staff should say and do
- A short opening line to stop visitors (staff will make it their own)
- Two or three questions to qualify visitors
- When and how to hand a visitor to your sales team
- How to run the demo, sampling or tasting, step by step
- How leads are captured: badge scanner, tablet, form or paper
- Break schedule and who covers the booth during breaks
For liquor tastings, add the store’s rules and the province’s sample limits. Our liquor tasting rules guide covers each province.
5. Reporting
- What you want in the end of shift report: numbers, customer comments, competitor activity
- Photos or videos you would like taken
- Where and when reports should be sent
What to attach
- Booth or floor plan with your space marked
- Product sheets or a short product deck
- Photos of the booth setup, if you have them from a past event
- Brand guidelines on tone, if you have them
Tips that make a brief work
Keep it short. Staff will read two clear pages. They will skim twenty. Put the most important information first.
Send it early. At least a week before the event gives staff time to learn your product properly. For technical products, add a short call or video with your team.
Brief the same way every time. If you run events often, keep a template. Your agency can reuse what it already knows, and new staff get up to speed faster.
Ask for questions. A good agency will come back with questions after reading your brief. That is a sign they are taking it seriously.
Planning an event, activation or trade show in Canada?
Buzz Promotions has a large roster of experienced brand ambassadors and trade show staff across Canada. Send us your details and we will help you put together the brief.
Frequently asked questions
How long should an event staff brief be?
One or two pages for most events. Attach product sheets and floor plans separately.
When should I send the brief to my staffing agency?
At least one week before the event. Send product information earlier for technical products.
Do I need to train event staff myself?
Not usually. A good agency briefs its staff from your brief. For complex products, a short call with your team on the first morning helps.
What if details change after I send the brief?
Send updates to your agency contact as soon as you know. A good agency passes them on to every staff member before their shift.
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