3 tips on how to find the best stand builder

Would you like to receive a great trade fair concept from your stand builder? A design perfectly tailored to your objective? Transparent and comprehensible cost visualisation? Clarity about the way we work together?

Here you will find three helpful approaches to finding the perfect stand builder for your individual trade fair presentation:

1. The stand builder only as a supplier or as a partner?
   
2. What is pitch etiquette? 
3. How do you write a good stand construction briefing?    
    

Tip 1: Supplier or partner?

First steps: I am looking for a (my) stand builder

There are many aspects to consider when looking for a suitable stand construction company. It starts with the question: Is the stand construction company possibly not a stand builder at all, but just a trade fair agency? Attention, there are very big differences here, which I would like to briefly explain to you here:

• Trade fair agency: A trade fair service provider that focuses on project planning.  All services are purchased in-house and the exhibition stand is sold to the exhibitor as a turnkey solution, usually with a considerable surcharge.

• Stand construction company: The focus here is that important areas of the stand construction are realized in-house by the stand construction company.

In this blog post, however, we only deal with stand construction companies. Even during the initial “getting to know each other” phase between stand builders and new customers, it is important to be clear about the type of relationship in which you would like to work together.

Fundamental question: Does the exhibitor see the stand construction company more as a supplier who will execute an already planned stand according to clear instructions from the exhibitor? Or is the exhibitor rather looking for a suitable partner with whom they can work closely together from the conception stage, with whom a close relationship can be established and with whom marketing strategies can be incorporated into the concept beyond the stand construction? Every stand construction company has its own individual history and therefore always has its own focal points and strengths. But there are certainly also areas that the stand construction company may not offer at all or may be less keen to offer.

But back to the question of whether you are looking for a supplier or partner in stand construction.

There are stand builders who are strong in the creation of exclusive designs, but not flexible in production. Others are only strong in handling stands: “Tell me what you want me to build and I'll build it for you”. Attention: No one can do everything, and whoever claims that....na ja.....   

Of course, the exhibitor has usually already had experience with stand construction companies.  And so very often both sides - stand builders and exhibitors - are often surprised that stand construction companies have completely different approaches in the enquiry/tender phase. One example:

• Tenders can be written as clearly defined briefings, with submission deadlines without any prior “shoulder checks”. Such companies argue that they have “no time” for interim stops, or believe that it is not fair to grant and discuss shoulder checks before submitting pitches.

• Other tenders, however, explicitly provide for shoulder checks, specifically scheduled. The advantage of this is that every look over the shoulder during the design and bidding phase allows the exhibitor to influence the respective concept of the bidders to such an extent that no concept can actually be bad when it is submitted.

So here's my tip: Exhibitors should be clear about what they (can) expect from their stand builder. But also the other way around: Is the customer a good fit for the stand construction company?  A pitch netiquette could be very helpful here. The stand builder's first thought every time a new customer enquires should be:

• Will we be able to meet the exhibitor's wishes and expectations in the long term?

• Will the exhibitor have fun and added value with us in the long term?

Tip 2: Pitch-netiquette

Good stand construction companies limit their decisions to participate in a tender. Whether an exhibitor welcomes this netiquette can have a major impact on a successful and long-term business relationship.

• Get to know each other personally/face-to-face during the introductory phase: Do you like each other? How does the stand construction company present itself? What about creativity?

• Does the stand builder belong to a small, select group of suppliers?

If you have already selected according to netiquette criteria in the preliminary phase of the tender, three providers should be sufficient.

• Deadline for submitting the concept? It makes sense to launch inquiries in good time. A design developed under time pressure cannot be good. The exhibitor should allow 6-8 weeks.

• Can concepts be presented in person?

• What criteria does the exhibitor use to decide on his stand builder? Is the focus on design, quality, price or perhaps the overall communication with the stand builder? A great design, for example, does not always mean that the quality is right.

Tip 3: Exhibition stand construction briefing

The stand builder can only develop a perfect stand concept with a really good briefing from the exhibitor. Here are a few points that should not be missing from a good trade fair briefing.

• Basics: Trade fair name, location, date, hall/stand number, stand type and size, other clear information such as kitchen/storage, meeting, lobby, long-distance effect, etc.

• Goal of the trade fair presentation: The first question a good stand builder asks is what the goal of the trade fair presentation is. Only by knowing the defined trade fair objective can the stand builder develop initial stand construction visions.

Is the focus on generating new customers? Which target group should be addressed?  Or is the trade fair stand a meeting place for customers and exhibitors who already know each other? Is the trade fair a trade fair or a consumer trade fair, visitors more in the B2B or B2C sector?

Depending on the trade fair objective, the layout and design of the trade fair stand will show very fundamental differences.

• Share the exhibitor's experience: The exhibitor should already mention their experiences from past trade fair appearances: What worked well, what had flopped? This information saves an enormous amount of time during the development phase.

• Functional areas: Which areas would the exhibitor like to accommodate on the stand? For example, various product or theme presentations, lounge or meeting areas, eye-catchers, catering, lecture islands, etc.

• Face-to-face communication: How would you like to communicate with your trade fair visitors? Are you planning discreet meeting areas or more open areas, lounge style , bar atmosphere , or more traditional tables with chairs? Hospitality yes or no? What kind of catering is appropriate?

• Multimedia: Are you planning to use multimedia? E.g. monitors, touchscreens, tablets, large-format LED video walls, etc.? Attention: Exceptional content is required here! Nowadays, it is no longer enough to hang a monitor on the wall and play the corporate image film in a loop. Emotional content is the trend here.

• Stand for sale or hire? How often do you plan to use the exhibition stand in this version? 
  
  

How to find the best stand builder

• Before you send out inquiries, be clear whether you are looking for a partner or just a stand construction supplier.

• You will achieve a high level of efficiency if you write a good briefing. If you are looking for a partner in stand construction, the briefing may also be the goal: “looking over your shoulder” and joint concept development.

• The more respectfully the stakeholders treat each other, the more long-term and successful the result of your trade fair presentation will be.