Looking back to last year's blogs on briefing a new stand designer I thought we should look how you choose between them and pick your new partner.

Hopefully by now you’ve had in at least three different stand designs from different companies.  They all look great but how do you judge them and decide who to go with?  Here’s a few thoughts on the way I’d make a decision:

Stand / Brand Interpretation

It’s very easy to look at a stand design and rule it out because your logo has been placed in a way you don’t like.  I agree that it’d be great if any designer could view your website and any branding guidelines you have and be able to interpret them correctly.  However,  designers are designers because they’re good at extrapolating ideas and taking them further than you could.  Hence, I say don’t look at the design as fixed, look at it as a complex set of elements that can showcase what you want and be changed to fit your ideals better.  So look at the designs with an open mind.  View the overall impression, the way the tall elements bring attention to your brand from afar, the way the demonstration requirements have been designed and the way the look and feel of the quality fits your brand.

It’s easy to score points for design but make sure that you’ve given them the right information to start with.

Experience

What experience have you had whilst dealing with the designers?  Were they open to ideas?  Did you speak to the designer directly or were your briefs/opinions interpreted and past on by a sales (sorry, Business Development) Manager? Did their values sync with yours?  If you were able to visit their offices/view their website etc - how does that make you feel?  Do those feelings suit you and your brand?  ie don’t expect a basic pre-packed grated cheese if you are a cheese aficionado and hunt out specialist cheeses.

Response Time

Be honest now - are you a demanding customer?  Do you expect answers immediately and to speak to the manager whenever you want?  We all should expect that level of service so think back to how quickly and in detail you got responses to your questions?  If they can’t be bothered to respond quickly when they’re trying to win your business, how are they going to be when it’s contracted?

Price

Last but not least - price.  Do check the quote in details - what does it include and what is excluded?  How many graphics are shown?  What lighting is included?  Is it sufficient for your needs?  Be very careful here - you may change your mind and need more items afterwards and these could come in very expensive so let’s hope you know what you’re comparing.Can you re-use the stand for less cost next time?  What is the cost of storage?  How easy will it be to change for the next show?

We’ve already covered when to look at using a stand designer and how you find them but now you’ve got to sit down and write a detailed brief that covers the key facts about the client, their brand and their requirements.  This can be quite a tough job when you have all the information in your head but need to pull it together into a simple easy to understand format.  I’ve outlined below some key areas that I use - each section includes hard details but also some more personal feedback and obviously an open invitation to come back with questions.

Event Information

Facts:  When? Where? What exhibition? How much space you’ve booked? Stand number?

Hall Layout (with relevant entrances/features)

Stand Floor Layout (is there anything on there that you need to cover or make a feature ie a column)

Rules and Regulations for the hall incl. height restrictions.

Personal: Is the event up and coming with halls packed with Rolls Royces where the stand will really have to work hard to stand out?  Are there many other companies with similar products exhibiting?

Background Information

Facts: Name of client.  Why they’re attending?  Have they attended before?

Personal: Background on the event and the client presence at it.  Why is the client putting the stand design out to tender?  What do they expect out of a stand designer?

Stand Requirements

Facts:

Are you selling services or physical products? How do you sell these items? ie small demo areas for 5-10 persons or one to one briefings?

How many demo/sales areas do you need?  What product is on show?  Incl. dimensions and product literature and other relevant info ie it must be shown with a 42” Plasma fixed to the wall and a computer with at least the keyboard and mouse on a shelf.

Do you need a storage area? Do you need a meeting room? Do you require a relaxed coffee area?  If so, do you need water & waste or just an area to serve?

Do you need a raised floor to allow for extensive cabling to each area of the stand?

Personal: Do you have any past pictures of stands that can outline areas the client like or disliked?  What are the key issues that the client sees?

Branding

Facts:  Do you have branding guidelines that you can forward to the client?  I would recommend that a stand design reflects all other marketing and branding but there may be particular elements that the client wants to see.

Do send logo files and links to online marketing as well as brochures.  As much as you can to give the designer a feel for the clients brand.What colours are key?  Is the client after a black/dark design or  light, bright clean lines?

Personal:  What’s your instinct on what the client likes and dislikes?  Do they like creativity or are they more staid and formal?  How open will they be to new ideas?

Budget

Facts: How much do you have to spend?  You must give the designer a ball park figure so they know if they’re building a Jaguar or a Honda.Be clear about what this budget should include.  At this stage I wouldn’t expect a quote to include electrical installation,  AV and internet but I would expect to see a list of graphics, lighting, furniture and finishes.  Things can be fine tuned later on but you must make sure you’re comparing Apples and one quote/design includes AV hire and another doesn’t.