When a trade show booth is created with a good plan and an experienced team, it represents a tremendous opportunity. But the competition for business at these shows is fierce, so you can’t just go with the old booth or you’ll be overlooked.
An outstanding exhibition stand may seem like a magical feat, but it is actually the result of a step-by-step process that requires experience, expertise and hard work and commitment. Personnel are also a key factor such as exhibitors, designers, planners, builders, etc.
Here are the steps you should follow so that your exhibition booths justify your investment.
Step 1. Make a checklist
This first step is very important because it dictates every other decision. Having a good project manager is very important and should be implemented from the beginning. The project manager will work closely with you to develop this checklist and ensure that a comprehensive plan is put in place to deliver your desired exhibition outcomes. It asks key questions about your goals, vision, and objectives, and notes your needs in detail, often revealing details you hadn’t considered. It then translates them all into an actionable digest.
Step 2. Bring people together
Once everyone is aligned, the project manager should gather the design and implementation team and brainstorm ideas to achieve your goals. With multiple stakeholders involved, there will often be competing priorities such as budget constraints, differing goals and visions, so this is a very important step.
The client, project manager, design and implementation team must work closely together to balance priorities, ideas and inputs to realize the agreed upon concept. This requires a coordinated collaborative effort to ensure that all competing priorities are considered and that everyone is committed to the chosen action. This is the step that brings the vision to life and crystallizes the idea that will fulfill your goals.
Step 3. Building your brand story
Now the brand activation manager and senior designers take control and use 3D design software to create the booth so everyone can get a realistic visual idea of what it will look like. The brand activation manager and designers ensure that the plan is an accurate representation of the concept of the previous two phases, which in turn reflects the initial plan. They will make several adjustments until you are completely satisfied.
This step is not just a matter of visual design. It’s about telling your brand story. Your exhibition team should combine activation solutions using technology and other interactive ideas to help bring your brand to life. The exhibition designer is a “creative doctor” whose job is to “create interesting opportunities for storytelling” and this is vital.
The exhibition team also considers the customer journey and visitor experience when designing, so the stand is more than just a visual appearance. Instead, they create an experience for visitors that reinforces your brand values and reputation. A good exhibition team thinks long and hard about the look, feel and experience of your stand from the perspective of their customers.
Step 4. Create a platform
After the design is finalized, it’s time to talk about making virtual reality. Now everyone involved in this project needs to sit down with you and go through the process of bringing the booth to life. Any materials and machinery needed must be discussed and sourced and the entire manufacturing process mapped out.
The project manager will be involved here along with a dedicated manager to transfer information between the different teams involved. You should always be in direct contact with that manager to have an overview of the project’s progress.
Step 5. Building the booth
At this point you have a fully designed virtual stand that meets your goals and brings your vision to life, but there’s nothing physical to touch, walk on, or interact with. This step changes everything.
During this phase, senior designers work closely with the exhibition production team to ensure that their designs are accurately translated into reality. Depending on the needs of your booth, the project construction team may be extensive and may include professionals with different expertise. Most exhibition teams have a pool of dedicated in-house professionals, but may also employ individuals with specific skills.
Carpenters, laborers, engineers, specialists, panel installers, machinists and electricians work together to bring your space to life. As the process accelerates, the pressure increases and there is little room for error. A project manager makes sure everyone is on schedule and on budget, and a dedicated manager liaises between you and the project team to keep everyone up to date.
Step 6. Shipping time
Your place looks beautiful, but at this moment only you and the team can admire it. The next step is to take your booth to the fair for your customers to enjoy. Depending on the size, shape and weight of your booth, you may need special transportation that your exhibition team will arrange. They handle all safety checks, testing, and documentation, along with any border controls, shipping changes, or unexpected delays. At each stage of the journey, a logistics manager will be responsible for your booth to reach its destination safely and without any shortages.
Your exhibition team will also manage the delivery of any marketing materials or products. They coordinate suppliers so that everything arrives on time and with the least amount of hassle on your end. A good exhibition team takes the logistical pressure off you – just bring yourself and the rest is done.
Step 7. Setting up a safe exhibition booth
Your exhibition booth is safely delivered to the exhibition venue, but the work is not yet complete. Setup is rarely a simple process and may involve heavy equipment that needs to be lifted into place. The supervisor manages the evacuation process and ensures compliance with safety and health regulations. You may prefer to be present during the process, but in many cases the customer is not involved, preferring to leave after the booth is set up.
The booth set-up crew and project manager are on site with the logistics team. Depending on the size and complexity of the booth, you may also need a dedicated on-site installation manager and dedicated lighting and AV specialists. Your booth company will ensure that you have the right number of people to get your booth ready in time for the show. The project manager oversees the process and double-checks all the little details that make the booth look great.
Step 8. Always available
No good trade show team leaves the show before it’s over – although the logistics team might get a few hours of good sleep. The exhibition team will be with you throughout the exhibition to attend to any matter that requires immediate attention or any last minute requests.
Once the event is over and you are basking in the glow of success, the logistics team will be dismantling the booth. If you plan to use it for other events, your team will organize internal or external storage. If not, they make sure they dispose of it properly, including recycling as much as possible — something that should be factored into the initial design.