Design is not an intangible element instead it provides a plan that will give your product the optimum chance of success at your chosen show or event. Further more the creative process begins with a series of extremely details questions that deal in the hard facts about your product.
This process is called the Design Brief and it is here that we would start the discussion about your show requirements. Listed below are just a few of the major considerations that we would talk about with our clients.
Event planning. How many shows or events do you plan to attend in the year? If it’s just a one off would you like to be able to re-use your stand in years to come? If you attend many events would are they all in the United Kingdom and if not where in the world do you also exhibit?
Name of Show and organiser – it could be that you have not even decided on your show and this is something that a good stand design company can help you with. You need to be sure that you are attending the right show with the calibre of visitors that your product or service needs.
Hall plan and Stand size including perimeter dimensions and if an Island site or closed on various sides. If there are any columns on the stand.
Budget – this is a question that no one likes to answer but it is crucial to give an idea of spend as this can save a lot of time and frayed nerves. Given no budget at all a designer will take the brief and come up with the best possible solution for your requirements but will probably come in at a cost that is well over your expectations. Given a budget they will design accordingly.
Company ID. It is here that the designer will start to get a feel for your company. What your brand is and what image you would like to convey to your prospects. How do you see your position in the market place and what are your marketing goals for the show? See below. It is at this point that we would collect and relevant product brochure plus logo/branding ID.
New product/s launch. If you are intending to launch a new product at the show we would strongly advise that this was the sole message that you put across at the event. Too many messages soon get lost in an exhibition environment.
Look of stand. Here the aesthetic takes over initially i.e. would you like your stand to be open and inviting or would you like a more formal, stylised appearance? Your stand is not just a two dimensional space it is a three dimensional environment and a good designer will make use of every available cubic centimetre. What is the maximum height permitted and would you like a Single Storey or Double Decker stand? Would you need a lighting rig? This would be dependant on product i.e. vehicles yes, small giftware would require more direct lighting. Also would you need a platform floor and what type of floor covering is preferred i.e. carpet as opposed to laminated floor? Will you need a kitchen/refreshment area?
Division of space. Stand space is expensive so you need to make the most of your environment. Do you need a store room, offices, private/semi-private meeting rooms or reception desk, area - greeter desk?
Stand dressing. Will you need furniture and will this be supplied by yourselves or hired/purchased? Will you need to display marketing literature i.e. brochure display/holders?
Audio Visual. Do you need audio visual equipment on your stand? Do you need a PA system? Hire or purchase?
Graphics. Good graphics can really make a stunning impression. A picture can get your message across in a split second and “show weary” visitors will not read a lot of text. Will you need your graphics to be re-usable or are they for a one off use only?
Stand staff. How is your stand to be staffed? How many people will be manning your stand and what will they need to do that effectively? Do they need access to pc? How will they collect your prospects data?
Marketing Goals. What do you want to get out of the show? Do you want new prospects? Sales? How will you filter your visitors and how will you ensure they have an unforgettable experience on your stand?
Practical considerations. If your designer is also your stand contractor the following will need to be discussed: Electrical connections - client to purchase direct or designer to organise? Agreed time of handover of stand. On-site show call out cover. Breakdown arrangements and stand storage requirements.
Armed with all of this information your designer will then do their own research and analysis into your market place and will conceive an initial design for your consideration. This design is normally in the form of a black and white line drawing but once the design has been agreed in principal then a full colour rendering with fabric and flooring samples will be proposed to you normally in a formal presentation.
Many exhibition companies offer a free design service and this is an extremely competitive market place but as with all industries the cheapest is not always the best. Look for a designer and contractor that you are happy to work with and that you are confident can deliver the service and attention to detail that you need.
Your designer effectively becomes an extension of your marketing department with the exhibition experience to make sure you become the best in show.
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