Exhibition Stand Design Briefing Template

Creating an effective design brief is essential for HOTT 3 DIMENSIONAL MARKETING to develop an exhibition stand that meets your company’s goals and requirements. This template serves as a comprehensive starting point to ensure all relevant information is captured for optimal stand design.

About the Company

1. Company Overview: Provide a brief description of your company.
2. Brand Identity: Summarize your brand in 5-10 words (e.g., young, vibrant, tech-savvy).
3. Core Services/Products: What products or services will you showcase at the exhibition?
4. Operational Regions: In which countries do you operate?
5. Establishment: How long has your company been in business?
6. Additional Information: Include any other relevant details about your company.

About the Stand

To effectively understand your needs for the exhibition stand, consider the following:

1. Objectives: What are the aims of the stand? (e.g., product awareness, sales generation, brand visibility).
2. Context: Is the stand part of a rebranding effort, a new product launch, or an ongoing marketing strategy?
3. Unique Selling Points: What makes your company or product stand out?
4. Target Audience: Who are you aiming to attract? Provide demographics such as age, social class, and income level.
5. Industry Focus: Which industry is the stand targeting?
6. Competitors: List a few key competitors in your field.
7. Budget: Determine a budget that encompasses all costs associated with the stand.
8. Ownership: Will you purchase the stand outright or hire it for each event? (Consider storage and refurbishment costs for purchased stands.)
9. Engagement Strategy: How will you operate the stand? (e.g., demos, visuals, literature, audio/visual aids).
10. Staffing: How many staff members will be present at the stand at any given time?
11. Refreshments and Giveaways: Will you provide refreshments or promotional items?
12. Previous Failures: Describe an incident where a past stand design failed and explain why.

Look & Feel

Your exhibition stand should reflect your branding and marketing materials. Please provide:

1. Marketing Materials: Share brochures, reports, or other literature to convey your brand identity.
2. Design Inspiration: Include 3-4 examples of exhibition stands you admire (not limited to your industry) and explain what you like about them (e.g., colors, graphics, audio/visual elements).
3. Image Access: Do you have corporate images or a company image library available for the final design?
4. Graphics and Copy: Are your graphics and text prepared for the exhibition? If not, we can assist with these services.

Functional Requirements

Consider the following logistical aspects for your exhibition stand:

1. Location: What site have you selected for your stand?
2. Stand Configuration: Is it an island, open on three/two/one sides?
3. Traffic Flow: Have you checked the proposed flow of visitor traffic?
4. Orientation: What is the best orientation for your stand?
5. Open vs. Private: Should your stand be open and inviting or more private?
6. Amenities: Do you require a kitchen area or other facilities?
7. Services Needed: List necessary services like power, water, internet, etc.
8. Storage and Display: How much storage space do you need, and what products will you display?
9. Audio/Visual Equipment: Do you need any AV equipment?
10. Compliance: Are you aware of Health & Safety requirements?

Checklist & Tips

• Exhibition Selection: Ensure the exhibition is the right fit and book early for the best location.
• Hotel Reservations: Book accommodations in advance for better rates and locations.
• Builder/Project Manager: Appoint a stand builder or project management company early in the process.
• Manual Coordination: Pass the exhibitor’s manual to your appointed company to avoid missed deadlines and extra costs.
• Graphic Content: Decide on graphic content early to allow ample time for production.
• Design Liaison: Appoint a point person within your company to work with the design and project management teams.
• Visitor Engagement: How will you collect visitor details (e.g., bar code readers, business cards)?
• Success Metrics: How will you measure the success of your participation in the event?

Event Promotion Tips

After investing in a new exhibition stand, proactive promotion is vital. Consider these strategies:

• Mail Shots: Utilize postal mail and email campaigns.
• Brochures and PR: Create informative brochures and engage in public relations exercises.
• Sponsorships and Gifts: Explore sponsorship opportunities and offer complimentary gifts.
• Website Promotion: Promote your presence on your company website.

Effective promotion is especially critical in competitive settings to ensure your clients and prospects are aware of your participation.

Conclusion

Please specify what deliverables you expect from the design and project management contractor and the timeline for receiving them.

At HOTT 3D, we provide a comprehensive design proposal, including visualizations of your stand, corporate branding, layout, costs, timelines, and any assumptions made during the planning process.

If any aspects of this brief are unclear or if you need assistance completing it, please feel free to contact us. We’re here to help you create a successful exhibition experience.