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How to write an effective exhibition stand brief 

Something that really helps exhibition stand designers and builders bring a stand to life is having a great brief to work from.

This thorough brief is the difference between a reasonably good exhibition stand and a fantastic one. To help you write this brief, we’ve listed some tips below but we’re also going to give you an outline, which you can fill in yourself and hand to your designer.

Download the outline here.

  1. Company information and message
    Outline who you are, what your company is called and what your main message is. Tell the designer what you do in one sentence or paragraph and include links to your website.
  2. The show details
    List all details of the show that you are exhibiting at. Where it’s being held, when it starts, how long it lasts and what kind of space is available to you.
  3. What you are looking to achieve?
    Why are you attending the event? Are you looking for more sales? Are you advertising new products, looking for new sign-ups to a service? What collateral will be needed on the stand? Flyers, books, products? The more information the better.
  4. Your ideal audience
    Who are you trying to attract? This will help tailor the look and feel of the stand. What kind of person is your ideal customer, what catches their eye?
  5. Collateral and technical requirements
    Although your designer will work with you on these options, is there anything that you have in mind that could be useful on your stand? Are you looking to showcase digital screens, for example? Will WiFi be handy to have people sign up to a service? Do you need audio? Let your designer know.
  6. Space and technical specifications of stand
    How much space do you have? What’s the height of the ceiling? Do you have room for sofas and tables? How many electrical sockets do you require? Is there space for shelves, TV screens? Give as much information as you can about what is offered and available in your exhibition space.
  7. Visual appearance of stand
    Think about themes. It’s good to mention and show designers your brand colours, but also think about lighting and mood. What kind of statement do you want to make? Is your brand subtle and clean, or is it loud and vibrant?
  8. Budget details
    Knowing a budget will help your designer make the most of the space. How flexible is that budget? Be clear on restrictions and ranges.
  9. Existing project management, responsibilities and timings
    Although these are more important for later stages of exhibition planning, if you have a timetable or specific team working on the project then it’s definitely worth mentioning this to your designer. It will help them understand the scale of the job and your in house skills.
  10. Contact details
    Finally, let the designer know the best way to contact you if they have any questions about the brief. Encouraging questions is a great way to understanding the skills of your designer.

This brief will really help your designer get to grips with what ideas they can generate and execute for you. The more they know up-front, the easier it will be for them to quote for your project and give you an accurate timescale too.

If you’d like any more information about the exhibition services we can offer you, get in touch with our helpful team on 01427 718178.