The importance of a good exhibition stand briefing

Participation in a trade fair is not complete without an exhibition stand. This is built by a stand builder, based on the briefing you give them. Unfortunately, the information needed from said briefing is not so obvious to the briefers, and makes it so that us stand builders need extra time to figure and straighten it out. To help us build the ideal booth for your business, we provide you with some tips that will ensure we are on the same page when it comes to your stand.

You can split up the briefing into several categories: general information, previous experiences and wishes and expectations.

General information

First we would like to know who you are. Some questions that can get you started are:

  • Who are you as a company?
  • What is your company’s vision and mission?
  • Who is your current target audience?
  • What makes your company unique from other companies?
  • What does your corporate identity look like?
  • Who are your competitors?
  • What is the objective you want to achieve at the fair?
  • For what target audience are you doing this?
  • What is your budget?

If there is other information about your company that you think is relevant, do not hesitate to mention it. The above questions are simply a guideline to get you started.

 

Previous experiences at a trade fair 

If you have been at a trade fair before, any previous information you can share is valuable. Think about things that went (super) well, but also about things that did not go so well. What worked well for you? And what would you prefer never to see happening again? All this information helps us create the desired experience for your business.

Wishes and expectations

Of course, you also have the space to provide input yourself. In addition to providing information, there are things you might want to see in your stand. For example, you want there to be enough space for visitors to be able to drop by, or possibly stick around. How many people are you expecting? And in what setting do you want to be able to talk to them? Are you looking for a lounge area, a bar, or are a few standing tables enough? And are there other things you would like to do that need certain facilities?

At Standcraft, we want to give you the most ideal trade fair experience, and build a stand we can both be proud of. Have you registered for a trade show, and are you looking for someone who can give you the overall package you want? We would be happy to help.