Exhibition Stand Planning Tip:
No.12 - Which Exhibition

Possibly the biggest part in the exhibiting process will be the exhibition stand design itself, so give yourself plenty of time to decide in advance of the event.
A minimum of 4 months should give you enough time to plan properly.

Before you get down to deciding the format & design of your exhibition stand, you'll need to identify potential exhibition stand designers/manufacturers/builders. Consider the following points:

The history of the supplier; you can get a good idea from previous projects or a portfolio of recent work.
It's not just about the product they offer; think about the design service, production facilities, niche exhibition capabilities, etc.
What are the transport and installation/assembly costs going to be like?

Moving onto the exhibition stand itself, the biggest influence on the size and type of stand will be determined by your budget.
The layout should be carefully considered - making best use of your space, whilst setting you apart from the competition at the same time.

All of the elements you want to incorporate into your stand and the image of your company you wish to project should be included in a clear and detailed exhibition brief. Don't be afraid to include as much information as you feel necessary in your brief, including your marketing objectives.
When deciding on what your exhibition stand brief is going to include, bear the following points in mind:

• The exhibitors manual will provide you with any restrictions that may affect your exhibition stand - read it first!
• An exhibition stand should communicate key information (who you are, what you do, why you are better than the next) in a few seconds.
• Stay away from large amounts of copy - visual graphics and pictures are far more effective for communicating key information.
• Colours, and their physiological effect, play a bigger part than you may expect.
• Graphics at height will get your message to a wider audience, although refer to your exhibitor manual for the maximum height restrictions.
• To provide a welcoming feeling to visitors, avoiding potential obstacles such as furniture or display equipment.
• An on-stand presentation or demonstration will generate a great deal of interest as well as passing traffic.
• Accessories such as furniture, lighting and storage space should be considered in the brief.

A professional and reliable exhibition stand designer will discuss your brief in great detail and try to address all points in the design. This is the most important part of the process, so don't be afraid to ask questions. To give you an idea of the capabilities of the company you are speaking with, ask to see their portfolio.