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The Importance of Getting an Exhibition Stand Design Brief Right!
01/15/2009 - By Admin span style="font-size: 9pt; font-family: "Verdana","sans-serif";">After spending a huge amount of time and effort securing your marketing budget and defining the marketing plan you are now able to invite eager exhibition designers to pitch for your exhibition design work. You have an idea what you want, you write down a few notes and search on the internet for a handful of likely candidates. This is great, easy. You arrange to meet six exhibition designers over a period of a week and the ball starts rolling. The designers are pleased to have been given a written document, at least one of them comments that they hardly ever get a brief and often have to work in the dark. They all have about three weeks to deliver some concepts, costs and you are stating to get excited. One of them drops out, they say they are too busy. Still five exhibition designers left. That should give you a good range of ideas.
Located in five exhibition design studios across the country are busy designers working on your project. They would prefer not to be pitching but recognise that it is fairly standard in this industry and have learnt to accept it. They have three pitches on at the moment, they should win one. Lets hope its the big one. Time is precious, so much to do, everyone is scurrying around. The existing clients still need looking after, Can anyone drop onto this pitch to help us meet the deadline?. Creativity is hard when under pressure but somehow these designers deliver, the concept looks good, comes within budget and the team is confident. This one will be ours.
Presentation day, the exhibition designers are on the train, you are busy discussing another project, the 2009 brochure. Just so busy.
The receptionist calls through, the exhibition designers are here. Great, lets see what they have done...
The outcome depends on what was written in the brief document. The brief document is so important to any exhibition design company who wants to deliver a thorough job. It is incredible how hungry designers are for information on the project. Questions, questions, questions. Why? how? where? how may? what size? Defining the fixed parameters of the project is quite simple, details of products and services can be referred to examples can be presented and technical specifications made available. It takes time but allows the exhibition designers to explore the details of the products/services and immerse themselves in your world.
Defining the direction is marginally harder but with imagination and conviction the project will be given a document that not only tells the designers how big things are but also tells them about the USP, the target audience, market sector and will really contribute to the success of the pitch process. Use existing advertising campaigns to help tell the story, describe what went well and what didnt work. Define the audience/customers, what do they want to see. Dont feel that this is giving the exhibition designers an unfair advantage, mutual understanding of clients and suppliers is vital to the success of the project and the success of this project will reflect well on you and your Company.
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