The most important part of turning your exhibition stand concept into an innovative and captivating stand design is being able to write a concise and comprehensive design brief.
By following our 6-step guide, you will be able to accurately convey to a designer precisely the type of stand you want, allowing them the best opportunity to visualise the stand design you need to maximise your return on investment.
Begin by defining your reason or objective for trade show participation and the message you want to clearly communicate with your exhibition stand. Then, keep these two goals in mind throughout the design process.
Understanding the exhibition’s audience and comparing this to your own customer profile should help you establish who you will target to meet your objectives. Are they new prospects you want to draw and engage? Are they existing customers that you want to host and cross-sell to?
The most amazing exhibition stand may fall at the first hurdle if it does not convey your organisation’s image, values, and product or service capabilities. When writing a brief, ensure you include as much information as possible on your Brand Identity so the designers can reflect this in their design concepts.
What does your desired visitor experience look like? Prioritise stand activities, such as lead taking, hospitality and demonstrations. Are there any specific considerations to facilitate your on-stand activities?
Your stand should take full advantage of the space you’ve chosen. Ensure you allocate the right amount of space to achieve your objectives. For example, if you don't have a lot to store on your stand, you can choose lockable cupboards instead of a store room to give you more open space.
Have you recently seen a stand that had a great design concept? Do you want to replicate or adapt these ideas to use on your stand? Be sure to include this in your design brief to give the designer the best possible starting point.
If you can’t find what you’re looking for or want to know about different opportunities available, just get in touch. We're happy to help.
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