The success of a sales event depends on rigorous preparation and precise definition of the goals to be achieved. The specification is the essential instrument that organizes this approach, clearly establishing the limits of your project and acting as a point of reference for all participants involved.
Explore our comprehensive template for developing a successful sales animation specification in 2025, including all the crucial parts to ensure your project's success.
Why draw up specifications for your sales events?
Before embarking on the model, let's stress the importance of a properly drafted specification:
Goal clarification :
It lets you define exactly what you want to achieve.
Stakeholder harmonization :
This ensures that all parties involved (internal teams, suppliers, partners) share a common vision.
Budget management :
It manages expenditure and prevents financial drift.
Performance evaluation :
It defines precise indicators to assess the success of the operation.
Legal protection :
It serves as a contractual reference document in the event of disagreement.
Template for sales promotion specifications
1. Company presentation
Aim of this section: To situate sales promotion in the context of external suppliers.
Company: Name, field of activity, positioning. Products/services involved: Presentation of proposals put forward Brand identity and values: Aspects that must be strictly followed History of previous animations: Concise summary of previous operations (if applicable)
2. Sales promotion objectives
Objective of this section: Clearly define expected results
Sales objectives: Increase in sales (specify target percentage), number of qualified leads to be generated, expected conversion rate, targeted average basket.
Marketing objectives: brand awareness (precise indicators), brand image (positioning to be strengthened), customer loyalty (target retention rate), customer data acquisition (volume and nature).
HR objectives (if relevant): Motivate teams, develop sales skills, strengthen corporate culture
3. Target and audience
Objective of this section: Identify precisely the people to be reached
Demographic profile: Age, gender, CSP, location Behavioral profile: Purchasing habits, preferred channels Customer segmentation: New customers, existing customers, qualified prospects Volumetrics: Estimated number of people to reach
4. Animation concept and mechanics
Objective of this section: Describe the precise course of the animation
Type of event: Connected challenge, competition, product demonstration, experiential event, digital animation
Theme: Creative concept and storytelling Detailed mechanics: Customer journey, stages, participation rules Customer experience: Description of participant journey and planned interactions Gamification elements: Points systems, rankings, rewards
5. Logistical and technical aspects
Objective of this section: Specify material and technical requirements
Location(s) and space(s): physical characteristics (surface area, constraints), facilities required, layout plan
Technical equipment: computer hardware, audio-visual solutions, required connectivity, digital platform for connected challenges
Human resources: Animators (number, profile, missions), technical team (installation, maintenance), sales staff (skills required)
Detailed timetable: precise date(s) and times, assembly/disassembly schedule, preparation milestones
6. Communication and promotion
Objective of this section: Organize the visibility of the animation
Communication strategy: pre/event/post-event communication, channels to be used (emailing, social networks, posters, etc.), key messages and tone.
Communication media: Types of media required, technical specifications, validation process
Media plan: editorial calendar, budget allocated by channel, communication KPIs
7. Legal and regulatory aspects
Objective of this section: To ensure legal compliance of the operation
Necessary authorizations: Occupation of public space, music rights (SACEM), administrative authorizations
RGPD compliance: Collection and processing of personal data, consent forms, data retention periods
Game rules: Terms of participation, prize allocation system, disqualification conditions
8. Budget and financial terms
Objective of this section: Frame the financial aspects
Overall budget: Maximum amount allocated Budget breakdown: Breakdown by item of expenditure Invoicing arrangements: Schedule, instalments, balance Items included/excluded: Precise definition of financial scope
9. Valuation and reporting
Objective of this section: Define how to measure success
Main KPIs: Quantitative indicators (traffic, sales, leads...), qualitative indicators (satisfaction, perception...)
Measurement tools: Counting systems, satisfaction surveys, digital data analysis
Reporting format: Frequency (real time, daily, final report), expected content, presentation of results
10. Terms of collaboration
Objective of this section: Organizing work relations
Project governance: Steering committee, key contacts and their roles
Validation process: Validation steps, deadlines, decision-making circuit
Project communication: collaborative tools, frequency of progress updates, change management
The keys to effective sales promotion specifications
To ensure that your specifications are truly operational, here are a few best practices to follow:
- Be precise but concise: A document that is too large may not be read in its entirety.
- Prioritize information: clearly distinguish the essential from the accessory
- Use clear language: Avoid unexplained technical jargon
- Include visuals: plans, diagrams, moodboards to facilitate understanding
- Plan for flexibility: Identify possible areas of negotiation
- Stay realistic: align your expectations with your budget and constraints
Why opt for connected challenges in your sales promotions?
In 2025, traditional sales events will evolve towards more engaging and measurable formats.
Connected challenges are a particularly suitable solution for :
Simultaneously engage your sales teams and your customers Accurately measure the impact of your event in real time Collect data that can be used for future actions Deploy on a large scale across several sites or in a hybrid format (physical/digital) Stimulate positive competition via gamification mechanisms
Conclusion: Sales promotion specifications, the key to your success
Specifications are much more than just administrative documents:
it's the foundation on which every successful sales promotion is built.
By using this precise model and adjusting it to your particular requirements, you increase the likelihood of setting up an operation that will fully realize its goals.
At OuiLive, we help companies digitize their sales activities via our online challenge platform. Thanks to our know-how, we're able to help you draw up a sales animation specification that's perfectly tailored to the contemporary challenges of retail and the sales force.
Would you like to see how our solutions can transform your sales actions into real performance drivers?
Request a personalized demo and get your own customized template for your next animation!