5 tips for creating an effective stand brief

Photo by LinkedIn Sales Solutions on Unsplash

Below are some tips to help you create an effective brief for an exhibition stand. 

The tips may appear simple, but don't be fooled; each can make a big difference to your exhibiting results. 

Brief well in advance of the event

Time is your ally when it comes to getting approval from bosses and colleagues for the design of stands and graphics. 

It's also a lifesaver if you have to make last-minute changes to approved designs. 

Plus, sorting details out early means you're more likely to avoid surcharges for late electrical, print and rigging orders. 

Suppliers apply these in the weeks closest to the event. 

Provide thorough information 

When talking to your stand designer, please don't make assumptions about what they know about your company or the products or services you are promoting. 

Talk also about your objectives for the event and the kind of buyers you hope to attract and impress. 

If your company has exhibited at the event previously, highlight results achieved; what worked, what didn't and the changes you'd like to make based on experience. 

Unify your message 

Before writing a brief for an external supplier, be sure internally what the message for the event will be. 

An excellent designer will ensure that one unifying theme runs throughout the display. 

Therefore, check and remove variations in product names, pricing, logos and colours before getting to the briefing stage of the process. 

Be clear about the Budget

It's essential to inform suppliers of the Budget available for the project. 

They will also need to know about all the elements required in their quotation.

Suppliers are groping in the dark for the right solution without these guidelines.

If you have separate budgets for graphics or A/V, make this clear.

Likewise for installation, dismantling and storage

Don’t omit the details 

How do you want your graphics displayed? Wall mounted, light boxes or both? Who is to supply the digital screens? Who is producing the content for those screens and ordering the power? 

Do you plan to have some attraction or feature on the stand? Who is supplying this, and how much space is needed? 

Will there be large exhibits on the stand? Where do you want them placed, and which company will be handling lifting and removal?

What are the build and removal times for the stand? You should include as many of these small details as you can. 

Returning to my first tip, and regardless of the current hot weather, now would be a good time to talk to us about requirements for stands at shows in the autumn/winter period of this year. 

We know already that it's going to be busy!

To start a conversation, email [email protected] or call 01702 662 111. 

If you're thinking about revamping your office space, read: Why brighter, smarter, lighter makes for a better place to work