If you could only summarize the look of your exhibit in one sentence, event planning would be a breeze. After all, a "design brief" should be brief and nothing could be briefer than a single sentence. However, the reality is that it’s not possible.

No matter which way you look at it, a good exhibit design largely depends on how comprehensive your design brief is. A well-crafted brief includes the following information:

• Company profile. This should consist pertinent details about your company—company type, employee number, year established, services, products and market positioning.
• Goals and Objectives. Outline what you want to achieve with your exhibit whether it’s increasing brand awareness, launching a new product or generating new leads.
• Target Audience. Be specific on what type of crowd you want to attract at your event or show.
• Branding. Indicate your company’s current corporate identity guidelines (including images, logos and slogans).
• Booth Program. Describe what you will be doing in your booth - if you’re going to have literature handouts, giveaways, visual presentations, live demos or semi-private client meetings.
• Booth Staff. Provide the number of staff who will be at your booth at any given time.
• Competitor Info. List who your competitors are and what they may be doing for the event.
• Budget. State how much you earmarked for your exhibit.

And to complete your design brief package, send a copy of your exhibitor’s manual along with it for further reference.

 

Mabel Kenyon
Marketing Communications Coordinator