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Going to the trade show: preparing a booth briefing

Preparing a booth briefing, what does it include?

Drafting a booth brief may be something you’ve never done before. But don’t worry! We’ll help you through it through the points below, which are important for a good briefing.

In fact, a briefing for a trade show booth is essential for a successful trade show participation. It forms the basis on which all aspects of the booth are conceived and realized. Among other things, this briefing defines the objective(s), but it also includes the target group, the message and the branding.

It is a kind of blueprint that is the foundation for the entire project and ensures that all involved are on the same page. In this article, we will discuss some of the essential components of this brief.

Based on this briefing, our design team gets to work creating a mood board and initial booth concept. This fits seamlessly with all the points discussed in the briefing. Some of these important points are further explained in this article so that the briefing is as complete as possible.

Get started on the briefing for the booth builder:

1. General data

This involves the following general information that is very relevant to start the briefing here. Consider:

Company name;
Contact;
Name of scholarship;
Fair location;
Hall and booth number;
Pitch dimensions;
Type of exhibition stand(island, head, corner, intermediate, or floor stand);
Available budget.

2. Objective and target group

The objective or objectives form the core of the project and serve to guide the design process. For example, an objective could be; increasing brand awareness, generating new leads or introducing new products or services.

In addition, the target audience is named so that the booth builder’s design team can ensure that the appearance of functionalities of the booth best match the interests, needs and expectations of that group. Therefore, try to describe the target group as specifically as possible. Of course, this can also vary by industry, product or trade show.

3. Previous trade show participations

It is likely that your organization has participated in a trade show before, possibly even the same one for which this briefing is intended. In that case, you are familiar with what is involved in a trade show participation.

It is always valuable to hear what went well last time and what could have been better. Maybe you even have photos from the previous trade show booth that you can share.

4. The look

The appearance of the trade show booth should perfectly match the identity and branding of the organization. This point is not only about the visual aspect, but also the overall atmosphere and experience that the booth should convey. You can also use examples from our portfolio for this purpose, to create an atmosphere.

When developing an initial booth concept, we consider elements such as color use, materials, layout and house style. If available, we would also like to receive a Brandmanual, from which we can adopt the established house style elements such as color, logo use and fonts.

5. Facilities and furnishings

By facilities and furnishings here we mean the practical aspects that take the visitor experience to the next level. When we talk about facilities you can think of, for example, power and water connections, charging points, wifi, presence of seating areas or storage options.

In addition, the interior design plays an important role in attracting the target audience. This is a point that our design team will work on, but if you have an idea about the layout, you are of course always welcome to do so. However, it is important for us to know whether, for example, a large machine, carriage or something else should be present at the booth. This affects the layout and design of the booth.

A well thought out layout improves the flow of booth visitors, encourages interaction and reinforces the message of the booth and the organization.

6. Activities and interactivity at the booth

The success of a trade show participation is partly determined by the level of interaction and engagement that the booth and its crew can generate. For this reason, it is important to think about activities that take place at the booth during trade show days and the degree of interactivity offered.

Activities can range from live demonstrations, workshops, product presentations, contests or a game element. By providing activities, you can attract attention and turn trade show visitors into booth visitors.

Interactivity can also be integrated into the booth in many ways. This can be done by using touch screens, augmented reality, social media intergration or holograms. These tools allow booth visitors to actively participate in the experience and build a connection with the organization or brand.

Please indicate in the booth briefing if you plan to organize such activities so we can take them into account. Don’t know yet? No problem! We are very happy to think along with you on how to fill this and have all the expertise at our fingertips to make the most of it.

7. Hospitality

Hospitality at the trade show booth creates a welcoming and inviting atmosphere. This involves providing not only a warm welcome, but also the most comfortable environment possible where visitors feel at ease and want to stay.

Not everyone wants a hospitality section at their trade show booth. However, if you want your target audience to stick around to attend a demonstration, for example, or listen to what you have to say about new products, a hospitality area is a good move.

Hospitality is also a broad term and includes many elements and you can make it as crazy as you want. This ranges from coffee, tea and a cake to completely stocked bar with various seating areas.

In the booth briefing, mention if it is necessary to incorporate a hospitality section into the booth and perhaps how you envision it. Approximately how many seats? High or low seating?

From briefing to realization: an exhibition stand that stays with you!

On the basis of a stand brief, our team sets to work on creating a first draft that fits seamlessly with the established points described above.

By combining creativity with functionality, we strive to design a booth that attracts attention, reinforces brand identity and provides visitors with a great experience that stays with them. We then present the concept, after which any adjustments are made to optimize and refine the design.

Our goal is always to create a trade show booth that is not only visually impressive, but also exceeds the desired results for the trade show event!

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