0800 111 4001  |  Contact Us
Nimlok Engaging Exhibition Stands - 50th yearNimlok UK logo
  • Social Distancing
    • Sanitiser Stations, Office Dividers, Banners
    • Health & Safety Videos
    • NEMS – Occupancy Control Solution
    • DryQ – Sheltered Queue Tunnels
    • Care Home Visitor Pods
    • Vaccination Booths
  • Exhibition Stands
    • Stand Design & Build Services
    • Bespoke Exhibition Stands
    • Modular Exhibition Stands
    • Portable Exhibition Stands
    • Showroom & Interiors
    • Corporate Events
  • Engagement
  • Our Work
  • Exhibition Services
    • Exhibition Services
    • How We Work
    • Exhibition Stand Analytics
    • Exhibition Staff Stand Training
    • International Exhibiting
  • Blog
  • Who We Are
    • About Us
    • Careers
    • Shows We Attend
    • Sustainability
    • Our History
    • Contact Us
Menu Close
  • Social Distancing
    • Sanitiser Stations, Office Dividers, Banners
    • Health & Safety Videos
    • NEMS – Occupancy Control Solution
    • DryQ – Sheltered Queue Tunnels
    • Care Home Visitor Pods
    • Vaccination Booths
  • Exhibition Stands
    • Stand Design & Build Services
    • Bespoke Exhibition Stands
    • Modular Exhibition Stands
    • Portable Exhibition Stands
    • Showroom & Interiors
    • Corporate Events
  • Engagement
  • Our Work
  • Exhibition Services
    • Exhibition Services
    • How We Work
    • Exhibition Stand Analytics
    • Exhibition Staff Stand Training
    • International Exhibiting
  • Blog
  • Who We Are
    • About Us
    • Careers
    • Shows We Attend
    • Sustainability
    • Our History
    • Contact Us
Nimlok icon

Write an exhibition brief that nails your marketing objectives

Strategy
/
March 26, 2018

Are you asking the right questions when briefing your exhibition stand design to meet your aims?

Exhibition planning doesn’t need to be time-consuming with an outcome that’s expensive and hard to measure. Planning will help set out a clear vision of what you want to achieve and how to achieve it.

Download our free exhibition brief guide and worksheet to writing a brief now and start asking the right questions to really nail your next exhibition brief and help meet your objectives.

7 ways to turn trade show objectives into a reality

How can an agency or design and exhibition stand build contractor provide the best solution If you don’t know what you want to achieve? Here’s a teaser of seven questions that we help you to ask in the free writing a brief guide and worksheet:

1. Make sure everything you do works towards your objectives

There are many reasons why you may want to exhibit. From the launch of a new product or service, hosting clients, advance prospects down the sales pipeline through the exhibition experience or gain more sales. Your objective should become the basis of everything you do – when planning your exhibition, while attending it and even post-show.

2. Plan and prioritise integrated activities to engage, educate and entertain

An exhibition brief is a way to plan and prioritise all elements and activities involved in your campaign.  It enables you to integrate activities such as hospitality, competitions, demonstrations and digital audience engagement with great stand design and the advertising and PR campaign surrounding your attendance at the show – all to meet your core objective.

It also gives a well-rounded picture to those who are designing your stand for what they need to achieve.

3. Keep your campaign messages simple and on point

It’s easy for exhibitors to stumble into ‘the default approach’ – creating an exhibition stand that tries to say everything and lacks focus on a core theme.

While a great brief co-ordinates all the working parts of your exhibiting programme, it also helps you to focus on core elements and clarify which message you want to tell to who.  A few simple messages are far more powerful than a hundred.

4. Understand who your event audience is and what messages you have that will solve their problems

Understanding the exhibition’s audience and comparing this to your own customer profile should help you establish who you will target to meet your objectives. 

Are they new prospects you want to draw and engage? Are they existing customers that you want to host and cross-sell to? 

You can then choose the right message to explain to this targeted audience how you intend to solve their problems with your brand, product or service.

5. Don’t be too prescriptive – it will limit your success

A great brief shouldn’t have all the answers but it should detail your desired outcome and challenge you face when exhibiting.

A good brief won’t list that you want 4 chairs, a table and 3 products on show, it’ll say that you need an area for meetings with existing customers to build relationships and that you want to raise awareness (and gain sales) of your new products. Try putting yourself in the shoes of your stand team to understand how they would want to go about facilitating your objectives.

What tools would they need to facilitate discussions, to add depth and to engage with prospects?

6. Learn from your past experiences to improve

A great plan is built on great research. If you’ve exhibited before, what worked and what didn’t.   Did your competitors have a bigger stand than you last year?  Be honest – it will make what you do next even better.  Knowing your past – warts and all –  will help agencies and contractors to evolve your exhibiting programme rather than starting from scratch.

7. Understand what good looks like for you and measure it!

You’ve thought about what you’d like to do, but what’s the desired outcome of your exhibiting activities? You should explain how you will know what success looks like. Measuring whether or not you have achieved your exhibiting objective is really important but often overlooked. 

What should you ask when writing an exhibiting brief?

We’ve put together a comprehensive list of these questions and more to ask yourself when putting together an exhibition brief.

By thinking about these questions, you will be able to provide an in-depth view of what you want to achieve from your exhibition. Asking these questions will help your stand contractor to be able to meet your objectives.

Download Exhibition Brief Guide

Share Article

Share on email
Share on facebook
Share on linkedin
Share on twitter
PrevPrevious ArticleTop Tips For Designing Your Exhibition Stand
Next ArticleEngaging Your Exhibition Stand VisitorsNext

You May Also Like

Target the 5 senses with your exhibition stand and campaign

Read More

Interactive media for your exhibition stand

Read More

Choose the right people for your exhibition stand

Read More
View more articles

Speak to us today about your exhibition requirements.

0800 111 4001

Email us

Subscribe to our newsletter

Receive our latest blog posts, advice & news.

Subscribe Now
AEO Excellence Award 2020 - Stand Design & Build Supplier Of The Year
Nimlok UK - Engaging Exhibition Stands
ESSA Member 2021

Exhibition Stands

  • Bespoke Stands
  • Modular Stands
  • Portable Stands
  • Showroom & Interiors
  • Corporate Events

Exhibition Services

  • Our Exhibition Services
  • Engagement Services
  • Exhibition Stand Analytics
  • Exhibiting Abroad
  • Blog
  • 0800 111 4001
  • Contact Us
  • Download Brochure
Linkedin-in Twitter Facebook-f Pinterest Instagram Youtube
Copyright © 2021 Nimlok Engaging Exhibition Stands | Privacy Policy

Pressed for time...

Download our Exhibiting formula brochure.

Download Now
This website uses cookies to collect information about how you interact with our website and allow us to remember you. We use this information in order to improve and customize your browsing experience and for analytics and metrics about our visitors. To find out more, see our Privacy Policy.