Ordering an exhibition stand? This is how you give the perfect briefing.

As a stand builder, we need information from our clients to create a strong design for their trade show stand. This is why we organize a brainstorming session with the company for each new partnership. During this discussion, seven important themes are addressed for every project. This article tells you all about them.

Want to get started on your briefing right away? Scroll down now! You’ll find a download of 21 concrete questions when ordering your exhibition stand. Highly recommended for those who want to give the perfect briefing

1. What is your corporate identity?

To begin with, we’d like to get to know your company. We’ll ask you to briefly describe your activities. What are your products and services? What is your your house style? And something that’s especially important to know: What do you stand for? And what sets you apart from others?

Based on your input, our designers form an image of the personality of your company. They then express this in the design of the exhibition stand.

 

2. Who are your competitors?

Which competitors do we need to consider? Will they also be at the trade fair? What do they do better? Where will your competitor’s stand be?

This information helps us to set your stand apart from the competition.

 

3. Who is your target group?

Which exhibition visitors are relevant for your company and your brand? Do they already know your company, activities or brand? Or not quite everything?

On this basis, we create a concept that appeals to your target group. With the right visuals and keywords, we ensure that your stand is attractive and stands out. That’s what we call stopping power.

 

4. What story do you want to tell at the trade fair?

Determine in advance a clear message or story that appeals to the aforementioned potentially interested visitors. What products or services do you want to promote? A potential customer always wants to know: “What’s in it for me?” So, what do you offer your ideal customer? Why should people choose your company or brand?

This information helps us to make the most of your offer and your brand story at the exhibition stand. Some products are best promoted through a display, others through a digital experience. Some products need a lot of framing, others are better off in a sober atmosphere. This is how we create a concept that really works.

 

5. What are your goals and how will you measure them?

When you take part in a trade fair, you want to achieve something. You can set one goal first, such as collecting new leads. But of course there can be more than one goal. For example: greater awareness of a new product, strengthening your image as a market leader and collecting new leads.

It’s important that you can actually measure the results. This will enable you to determine whether you’ve achieved your goals after the trade fair. It can sometimes be useful to use a registration software.

 

6. What’s your budget?

For the goals you’re seeking to achieve there is, of course, always a marketing budget. To give you an idea: companies spend on average 40% of the total exhibition budget on the design and construction of the stand. The remaining 60% is spent on other costs such as rental of the stand, manning the stand and promotion.

Once our designers have an idea of your budget, they can better assess how far they can go in their design and where they may need to opt for budget solutions.

 

7. What practical matters should be taken into account?

Once you have booked your stand, you already have a lot of useful information for your stand builder. How big will your stand be and what are the exact dimensions? Which sides are open? What is the location of your stand in the exhibition hall?

Based on this, we can estimate visitor flows and convert the available floor area into an optimal design.

You're participating a trade show

21 smart questions before you start

Do you want to give the perfect briefing to your stand builder? These 21 concrete questions will help you!

Ordering an exhibition stand? This is how you give the perfect briefing.

As a stand builder, we need information from our clients to create a strong design for their trade show stand. This is why we organize a brainstorming session with the company for each new partnership. During this discussion, seven important themes are addressed for every project. This article tells you all about them.

1. Involve your interior designer at the building shell stage

Clients who call on our interior designers for the design of their company interiors are in many cases engaged in a completely new construction or a thorough renovation. We often notice that their request only ends up in our mailbox when the construction is already in full swing. That’s not a disaster, of course. But we have noticed that sometimes opportunities are missed in such cases. An interior designer works from a different angle than a structural designer.  He or she will undoubtedly add surprising elements to the design.

Does your brand need a sleek, modern environment? Or would a traditional building work better? Are you going for large glass windows for optimal light? Or is a cosy country feel better suited to your house style? Allow cross-pollination between your interior designer and your structural designer!

2. Get your brand identity and branding right

Whether you have one shop in the city or different buildings and spaces across the country, when it comes to business premises, consistency is always important. Don’t have a clear corporate identity yet? Or is your brand ready for a rebranding? Get it done before you get started! This is the basis for your ‘interior branding’ or brand perception in your interior. Your interior designer applies the same rules as your graphic designer. Company colours and logo must be reflected in the design, everything must form a uniform whole.

3. Brief your interior designer on the ‘why’ of your corporate interior

Tell your interior designer in detail about your mission and vision and what role your corporate interior plays in that. Why is a specific space there? Who will use it? From there, your interior designer can determine a design that connects the user (prospects, customers, employees, etc.) with the purpose of the space.

For example, suppose you are a distributor of electrical installation material and you want to set up a training centre where you regularly give workshops and product demonstrations to installers. That same space should also serve as a flexible workspace for your salespeople at other times. So in that space you want to create an experience around your brand, make users feel good and inspire them. Indirectly, therefore, the space will also have to contribute to better results.

Based on this important information, your interior designer will make specific choices in terms of materials and design. Think of easy to maintain materials because of the intensive use and a spacious kitchen for providing visitors with food and drinks in a pleasant environment. Also consider additional technology such as WiFi, LED screens, sufficient electrical connection points. And of course, there will also need to be strong ‘branding’ in the space. Think of screening advertisements on the LED screens, furniture in your brand colours, etc

No need to make a sketch. All you have to do is dream.
─  Sven, interior designer at Aktual

4. Give your interior designer creative freedom when designing your corporate interior

Creative freedom is of great importance when coming up with innovative concepts. So, try not to take into account restrictions such as your budget or the size of the space during the briefing itself. Sometimes you don’t dare to mention certain things that you’d love to have because you think they won’t fit into your budget. But this is how important information for your interior designer can be lost. He or she may be able to come up with a way of fitting it into your budget.

For example, if you want to set up an experience room where you show your products to your public, then for budgetary reasons you might not spontaneously think of decorating your entrance hall. But including the entrance in the design could be interesting for the overall picture. Then your visitor really gets an experience from the time they enter your premises to when they leave. And another good tip: Give your interior designer the freedom to add a touch of authenticity. A striking detail, such as a grand piano, a shiny old-timer or any other item that ties in with your brand story, will always stay with your visitor.

Once again, there’s no need to make a sketch in advance. All you and your team need to do is dream. Just tell us what the purpose of the space is and what your budget is. That’s it! A (good) interior architect always knows how to turn this into a feasible design. So have faith. It’ll all work out.

Looking for an interior designer?

Get your preliminary design for free!

  • You’ll be contacted by an experienced project manager within 48 hours
  • We organise a fun but productive workshop during which we work on your project together
  • Afterwards you’ll receive an inspiring mood board and a preliminary design for free

Ordering an exhibition stand? This is how you give the perfect briefing.

As a stand builder, we need information from our clients to create a strong design for their trade show stand. This is why we organize a brainstorming session with the company for each new partnership. During this discussion, seven important themes are addressed for every project. This article tells you all about them.

As a company you can make the difference by (continuing to) invest in professional COVID 19 prevention materials. In this article we list some useful products that will certainly make a strong impression on customers, business contacts and employees. Your brand perception will undoubtedly be enhanced.

1. Disinfection columns: here to stay!

The standard soap dispenser at the entrance is gradually becoming a thing of the past. Your visitors deserve a better welcome with a professional automatic dispenser. Opt for a disinfection column with your own logo and appropriate message. Indispensable for a positive brand experience!

2. Masks – the new fashion item!

“Did I bring my mask?” It’s probably one of the most often heard questions in 2020. Treat your sales reps, customers, employees and business associates to a personalised mask. Brand visibility guaranteed!

3. Protective screens: stylish protection.

Screens offer the best protection for your employees and visitors. They significantly reduce the risk of infection. Screens are available in plexiglass or safety glass. You can change the colour of the feet to your liking.

4. Floor stickers: signage in your corporate colours

Usher Corona out of the world with professional signage! Install clear Corona signage such as signposts and arrows showing the circulation direction in your space. This is something your visitors are likely to appreciate. It’s also best to clearly display the most important Corona measures in your shop. Looking for a stylish solution? Then consider having professional wall and floor stickers printed, fully personalised with your corporate identity and logo.

Looking for COVID 19 prevention materials?

Get a free quote!

  • Order now = delivered within 14 days!
  • Creative design in line with your corporate identity.

Ordering an exhibition stand? This is how you give the perfect briefing.

As a stand builder, we need information from our clients to create a strong design for their trade show stand. This is why we organize a brainstorming session with the company for each new partnership. During this discussion, seven important themes are addressed for every project. This article tells you all about them.

Interior branding is… creating an experience

You don’t have to be an accomplished marketing expert to realise that branding doesn’t stop when your logo is on your window or when your website is online. We live in an ‘experience’ economy. The range of products and services on offer today is enormous and ‘a good product alone’ is no longer enough to convince leads. The feeling that your customers have when visiting your shop, showroom or office determines the choices they will make. Your brand comes to life in your interior and (hopefully!) creates an emotional bond with your customers.

Interior branding is… responding to the senses

With a well-thought-out mix of materials, you’ll undoubtedly influence the feeling of your visitor. (Preferably in a positive way!) A branded interior has a recognisable and unique mix of light, materials, colours, furniture and even scent. The properties that customers associate with the materials used (expensive, ecological, exclusive, sexy, etc.) also have an influence on their experience. Wood, for example, is a warm and natural material that evokes a feeling of home and cosiness. Real natural stone will evoke a more expensive connotation than vinyl.

Tip: Create a mood board with materials that correspond to the wishes and expectations of your customers. Our experienced project managers and designers can help you with this! Request your moodboard session now. Afterwards you’ll receive a free preliminary design + quotation. Rather handy, wouldn’t you say?

Interior branding is… standing out and setting your business apart

Standing out in business is no longer easy. Many sectors are already so saturated that there’s an oversupply of companies. This means heavy competition. That’s why it’s so important to stand out, to be different from everyone else. Think of the fashion world. For clothing brands, for example, the shop interior is the best way of setting the brand apart. Customers need to want to go into the shop. Your office, your meeting room, your showroom can also ‘stand out’ and make an unforgettable impression on your visitor.

Interior branding is … building a clear brand identity

Whether you have one shop in the city or different buildings and spaces across the country, when it comes to interior branding consistency is always important. Interior branding helps to create a clear consistent brand. You apply the same rules there as you would for other marketing aspects.

Interior branding is… using your physical location as a channel of communication

Tastefully decorated spaces give your visitor a good feeling and you can achieve a lot with that effect! This is an example of how your shop can create added value compared to online shopping. Or, by playing with colours and materials, you can create an ‘insta proof’ location that attracts people and encourages them to post it on instagram. As a result, your online communication will grow, creating more awareness.

Interior project on the cards?

Get your preliminary design for free!

  • You’ll be contacted by an experienced project manager within 48 hours
  • We organise a fun but productive workshop during which we work on your project together
  • Afterwards you’ll receive an inspiring mood board and a preliminary design for free

Ordering an exhibition stand? This is how you give the perfect briefing.

As a stand builder, we need information from our clients to create a strong design for their trade show stand. This is why we organize a brainstorming session with the company for each new partnership. During this discussion, seven important themes are addressed for every project. This article tells you all about them.

More quality leads

You can be sure that in these times of crisis there are proportionally more quality leads walking around at a trade fair than there were before the crisis. All potential trade fair visitors now ask themselves the critical question as to whether a visit to that particular trade fair is really necessary. An effective trade fair visitor visits the fair for a very good reason. He or she is looking for a solution to a problem, wants to have a personal conversation with a sales person, wants to receive personal advice, wants to compare, experience, try out the product, etc.

The figures from exhibition halls and trade fair organisers also confirm this. For example, Messe Dusseldorf reported that the 2020 edition of Caravan Salon -despite a large drop in visitors- had already exceeded the 2019 sales figure four days before closing. And Technimat also had a very successful edition. This trade fair in the field of construction and infrastructure took place in October 2020. 84% of exhibitors indicated that they would definitely register for the next edition.

 

More time for to the point conversations

A quiet trade fair also has its advantages. Expect an atmosphere of: “I” (the customer) am here now, “they” (my suppliers) are here now too. Let’s work together to make this meeting a success. There is time for in-depth conversations that are to the point. As an exhibitor, you can pay more attention to concrete questions such as budget, planning or whatever is relevant. Make good use of the extra time!

On the website of Kortrijk Xpo you’ll find testimonials from companies who did not let Corona stop them from participating in the Tools for Schools fair, including one of our customers, educational publisher Pelckmans Kortrijk Xpo : COVID-proof fairs

A few more tips

In short, as an exhibitor you now have much more opportunity to screen and follow up your visitors in depth. Under the motto ‘preparation is the key to success’, here are a few more tips:

  • Think carefully about your initial goal when you decided to exhibit. Generate leads? Branding? Product introduction? Relationship management? Determine your focus.
  • Make sure you have sufficient promotion around your participation and invite your target group (personally).
  • Make it clear what protective measures the trade fair organiser and you as an exhibitor will be taking.
  • To measure is to know. Provide a (Corona proof) solution for capturing visitor data. There are some handy analysis tools and apps that do this.
  • Go through all the steps beforehand: strategy, practical plan, preparing your team and follow up. The success of your trade fair participation depends on a good overall plan.

So, don’t miss any opportunities as an exhibitor. Don’t stay home because of Corona. Go to the trade fair and make meaningful connections!

Need an exhibition stand?

Get a preliminary design for free!

  • You’ll be contacted by an experienced project manager within 48 hours
  • We organise a fun but productive workshop during which we work on your project together
  • Afterwards you’ll receive an inspiring mood board and a preliminary design for free

Ordering an exhibition stand? This is how you give the perfect briefing.

As a stand builder, we need information from our clients to create a strong design for their trade show stand. This is why we organize a brainstorming session with the company for each new partnership. During this discussion, seven important themes are addressed for every project. This article tells you all about them.

Extra contact with your audience

Through a virtual tour, your customers enter your company from any location, using any device. It offers your visitors the opportunity to look around quietly and move around your space as if they were actually there. You can add sounds and use multifunctional hotspots and clickable objects to enable your visitors to discover all sorts of things: videos, photos, information sheets, etc. Even spaces that are not physically available can be made digitally accessible through photos or a 3D design. Your company’s exhibition stand becomes permanently accessible.

New sales opportunities

A second undeniable advantage, and as far as we are concerned an important condition for success, is that with a virtual tour you can respond to the information needs of your audience reasonably early on in the sales process. Suppose you invest in a new showroom or in a top-notch exhibition stand. A kitchen builder, for example, can make information sheets or price lists available in a virtual tour via icons (‘hotspots’) for kitchen appliances or worktops. Potential customers can then download, print or email that information to themselves at home. They can then take these with them to the showroom or keep the information for later in the purchase process. This leads to new sales opportunities!

More engagement on your website

A click to your website is valuable. However, you’ll only be successful if you manage to attract the visitor’s attention for long enough! A virtual tour is a good example of engaging content’, or content that increases engagement. It’s interactive, fun to do and makes your website more attractive. With a virtual tour you leave a lasting impression on your visitors and encourage them to take action: fill a shopping basket, watch a video, ask a question via your chat box, etc.

Increased customer trust

For many companies, having a virtual tour that comes up in a Google search has become vital. This is especially true for hotels, restaurants and companies with showrooms. If people have the opportunity to look directly into your company via Google Maps or via the Google search engine, it inspires confidence. If the virtual tour is convincing, people will be more likely to book a hotel room, a table or make the trip to your showroom.

Virtual tour: fun option or indispensable?

Honestly? At Aktual we find that once you’ve decorated a beautiful space or you have a 3D design, most of the work has actually been done. A virtual tour is one more small step that can be taken quickly and will certainly pay off.

Interested in a design, virtual tour included?

Get your preliminary design for free!

We design your new interior or your exhibition stand and handle everything so that they can also be experienced in a virtual environment. Integrated sounds, videos, clickable objects, … everything is possible!

Enquire now