Briefs are to MICE consultants what shot lists are to Directors of Photography. They are the lifeblood of any event, and the success of an event relies heavily on the quality of the brief supplied to vendors. Briefs need to be detailed, clear, and communicate a defined vision and expectations.

As part of your MICE tourism briefing, you need to ensure that your client's vision and ideas are very much conveyed. As a MICE consultant, you can’t let miscommunication be the downfall of what could be a great event, so it’s up to you to ensure that vendors and suppliers know exactly what is expected of them.

The first step to creating the best possible briefs, and the most incredible events, is to ensure that you fully understand your client’s needs. Not sure how to go about doing that? Here are a few helpful tips when it comes to MICE tourism briefing and understanding your client's needs, wants, and expectations from the get-go:

Understand your client

While this may seem obvious to some, it’s an incredibly vital step to ensure that your MICE tourism briefing is on point every time. This transcends grasping what it is your client does; you need to understand the industry in-depth, who their audience is, what their brand’s personality is, and the kind of events that they have run in the past. It’s also useful to ask them what they liked and didn’t like about their past events. This will help you immensely when it comes to really owning your MICE tourism briefing.

Understand your client's expectations

Once you have a better idea of your client, their industry, their role in said industry, and what they liked and didn’t like about their past events, you need to understand their expectations. What is it that they want and expect from this upcoming event specifically?

Do they want a fun laidback product launch? Are they trying to set the most unusual and best travel incentive program? Would they like to include teambuilding activities? This information is crucial for your MICE tourism briefing. Gather as much information as possible – you are the messenger between client and suppliers and it’s important that you don’t miss anything that your client wants or expects.  

Tailor the event to what you now know your client might want

When you have a deep understanding of what it is that your client wants, you need to find ways to tailor it specifically to them. Personalisation is no longer a mere trend; it’s something that clients expect. So when it comes to your MICE tourism briefing, you need to ensure that the event is tailored and personalised, but you need to personalise the communication with your client too. How you present ideas to them, pitch to them, what types of things you tell them about or show them – you need to ensure each interaction is personalised.

Things to ask in the initial event discovery meeting

When you have arrived at the event discovery meetings, it’s time to ask some important questions. This way you’ll have the clarity and facts that you need to start your search for the right suppliers and vendors and when you execute your MICE tourism briefing. Use the 5 W’s and H’ format when asking your questions. Here are a few examples of questions to ask:

  • Who is the client?
  • What sort of event is it?
  • When will the event take place and what is the expected length                        and duration?
  • Where will key attendees be coming from?
  • Why is the event being held?
  • How will the event be set up?

Keep communication channels open

Open channels of communication throughout the entire event planning process are crucial to a successful MICE tourism briefing, but more importantly, to a successful event. Touch base with your client often, ensuring that you are on the same page, and they are in the loop about the progress and are satisfied with it. Also, don’t ever be afraid to double-check facts or ask questions. Most clients would prefer this to something going wrong or a terrible misunderstanding.

If you would like more information on event briefing, then download our ebook: The MICE Agent’s Guide to Event Briefing. Alternatively, you can contact us at AR Hotels directly. Our gorgeous hotels in Costa Blanca have hosted many stellar MICE events (and awards), and our highly trained staff will be able to help you with any queries.