Exhibitions offer one of the most dynamic platforms for companies to engage with existing and potential customers, presenting a rare opportunity to bring brands to life.

Recent research suggests that more than 75% of delegates at B2B trade shows are directly involved in their company’s purchasing decisions; making exhibitions a unique and concentrated business development catalyst.
There are many elements that contribute to the success or otherwise of exhibiting, here we’ll focus on the big two: the Design Brief and Budget.

Design Brief

A design brief should explain who you are, who you want to talk to, what you want to say and the desired commercial objectives. A design brief is a written explanation outlining the aims and milestones of a design project. Whether you are dealing with a design house or an individual designer, the principles remain the same.

A design brief helps build trust between the agency and the client. It serves as an essential point of reference for both parties. A design brief ensures important design issues are considered and questioned before the design stage commences.

Before the initial meeting it is important that you have the following information to hand:

  • A company profile
  • Brand guidelines (including eps versions of your company’s logo)
  • Your lead strapline or marketing messages
  • Your intended target audience
  • Your available budget
  • A time scale for your project
  • Examples of existing design elements you like (pinterest & Google images is a great place to start)

If you’re unsure about the look and feel that you want to achieve than your designer will be happy to produce mood boards, these will provide a springboard for discussions that help to refine your design aspirations whilst moving the project forward positively.

Design Budget

Is a question that no one likes to answer but it’s 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 it may come in at a cost that is well over your expectations. A budget enables the designer to design accordingly.

It’s also important that the project budget is realistic. Design can be expensive, but a good design is priceless. It’s a much more efficient process for stand designers to work to a budget than to ‘value engineer’ a concept at a later date.

An established exhibition design agency like Eden Group, will use their experience and knowledge to present a design solution that delivers the best possible outcomes within your budget.

It’s worth remembering that an exhibition stand is your company’s shop window so it’s important that the quality of your stand reflects your market position:

  • A cheap looking stand can miss-place your company in the minds of delegates as a budget solution to their needs
  • Conversely, a well-executed stand can enhance the perceived value of your company’s proposition.

Finding an experienced and creative exhibition design agency that you trust and enjoy working with will help to turn your exhibition costs into a business development investment. To realize the full potential of your presence it’s important to give them all the information they need so that they can deliver a solution that helps to raise awareness of your brand, products and services.