How to brief event staff
Most bad event days are briefing failures, not people failures. Here is the brief we ask clients for, and what we add to it before crew arrive.
Why the brief is the whole job
Staff who arrive without context spend the first hour learning the stand instead of working it. On a two-day show that is roughly one-eighth of your paid time lost. A brief that takes twenty minutes to write buys that hour back for every person you book.
What belongs in the brief
- ▸The objective in one sentence — leads, samples, sign-ups, footfall or hospitality.
- ▸Call time, finish time, break structure and where staff report on arrival.
- ▸The exact address, entrance and any accreditation or pass collection process.
- ▸Dress code, including whether uniform is supplied on site or worn in.
- ▸The product or proposition in three lines, plus the two questions guests always ask.
- ▸The target — number of leads, samples or conversations per person per hour.
- ▸Who is in charge on site, with a mobile number that will be answered.
- ▸What staff must not do or say — legal lines, pricing, competitor comparisons.
Timing
Send the brief at least 48 hours before call time. That gives crew a chance to read it properly, ask questions, and plan travel — and gives you time to swap anyone who is not the right fit before the day.
For complex activations with scripts, tech or sales targets, run a 30-minute video call the week before with the whole team and the team leader.
On the day
- ▸Fifteen-minute stand-up before doors: recap objective, targets and lines.
- ▸Confirm everyone can find the toilets, breaks room, stock and lead capture kit.
- ▸Set a mid-day check-in so under-performance is caught at lunch, not at pack-down.
- ▸End the day with a two-minute debrief — what worked, what to change tomorrow.
What we handle
We turn your brief into a crew-facing version, send it out, chase confirmations, and put a team leader on site for teams of four or more so you are not managing individuals. Staff arrive briefed, dressed and on time.
Common questions
How far in advance should I brief event staff?
At least 48 hours before call time, and a week ahead for anything with a script, sales target or technical element.
Who writes the staff brief — the client or the agency?
The client supplies the objective, product and logistics. We turn that into the crew-facing brief and distribute it.
Do I need a team leader?
For four or more staff, yes. A team leader manages breaks, rotation and performance so you can host clients instead of counting heads.
Need crew for a live brief?
Send the city, dates and roles — we come back the same day with availability and rates.