Make sure your design brief is clear and concise and you will turn the vision into reality
6. Promotion: a. Call to action: (What do you want the visitor to do?) Having attracted the visitor to your stand what do you want them to do? Take something away? Watch a demonstration?
b. Incentive: (if applicable)
7. Tone: (What is the best way to say it?) How are you to communicate with the visitor ? What do you want them to take away from your meeting, Innovative, Exciting, Trustworthy or Reliable or possibly necessity? The language and words used to promote your business is just as crucial in leaving an impression as the stand presence and presentation.
8. Mandatory features: What must the stand design and quote include?
When creating a stand brief you will need to clearly identify the elements that must form part of your stand design, whether this is a simple roller banner and desk presentation, a pop-up stand in a shell scheme or a custom designed and built stand, do you need Audio Visual equipment, lockable storage, seating areas or high table and stools ? Any component that needs to form part of your exhibition space needs to be identified and have a purpose.
9. Design references: What concept ideas do you have to promote your business? Do you want you exhibition stand to reflect your corporate marketing or web-site or does it need to reflect the environment in which you are working? As much information
as you can provide will help the designer encapsulate your vision.
10. Additional reference material:
(Related campaign, competitor information, translation considerations, URLs
and linked content, customer Journey, communication plan, physical product, CAD
files, etc.) Any other information that you can provide that will help in the development of your exhibition stand can only be beneficial.
11. Where will this be deployed? It is important to consider the exhibition space that you have, is the space open 1, 2 or 3 sides ? Are you looking to utilise the stand design more than once, if so where and when? Are the stand spaces the same size and configuration? With all of this information Your exhibition company partner will be able to work with you and effectively help in the promotion of your business.
12. Stakeholders: (Who must review drafts or final piece(s)?) Finally who are your business stakeholders? Who needs to be included in the approval process for your exhibition space.