To have a persuasive exhibition stall that is an extension of your brand requires your creative team to create a thorough design brief. Design briefs are essential roadmaps that keep everyone on the same page about the marketing goal of the exhibition stall. Based on these goals, the exhibition stall designer will formulate the look of the stall. The more detailed a design brief is the better will be the final result.
Simply, giving the stall designer some instructions and ideas verbally is going to be the biggest time waster for you down the line, and the designer you’ve hired. From a designer’s perspective they have to turn your exhibit design idea into a stall that is practical and functional, while achieving your marketing objectives.
Having a detailed and written design brief which has as much information that they need not only provides clarity to designers but protect you from wasting time and money on a stall design that leaves you disappointed. So let’s look at what makes for a good design brief.
What makes a good design brief?
Here a set of questions you should clarify about your own company and marketing goals prior to hiring any designer for exhibition stall fabrication, don’t worry about how to begin, a quick meeting with your marketing team or co-workers should clear this out:
Company Goal and Brand Mission
- What phase is your branding strategy?
- What is corporate message?
About The Exhibition Stall
Your stall should be an extension of your branding or advertising strategy. It’s advisable to look up existing exhibition stall designs that other businesses are using at the show you plan to attend. This not only serves as inspiration for your team but also these examples can be collated and given to the company you’ve hired for reference.
- What do you want your exhibition stall to achieve?
- How will you measure the success of your show?
- What are you exhibiting products or services?
- Are you re-branding, promoting a new launch, or is it part of a bigger marketing strategy?
- Are you buying an exhibition stand for a one-time use? Or multiple users?
- How much are you willing to invest?
- What will be size of your stall?
- Does your competition have exhibition stalls? How are their stall designs?
- Which industry are you targeting?
- Are you going to resize existing graphics or create brand new ones for the stall?
- Who is your target visitor?
- How does your product or service appeal to your target group?
- Are you planning on ‘giveaways’ for them?
- How will your stall attract them?
- How will you build awareness about your stall?
Don’t forget to account for any technical requirements that you would require for your exhibition booth such as storage space, storage shelves, display shelves, screens for AV displays and anything else.
Once you’re satisfied with your design brief share it once more with the relevant shareholders to get their inputs on the same.
And now you’re ready to move to the next stage and shortlist stall designers you plan to work with. With the assurance that both you and the company you choose will be on the same page.