A good stand starts with a good brief. When builders receive vague information, their designs and prices drift apart, and comparing quotes becomes guesswork. This guide covers what to put in your brief, what a quote should include and how to compare builders on more than the bottom line.
Why the Brief Matters
The brief is the single document every builder works from. A clear brief:
- gives you designs that actually fit your goals,
- produces quotes you can compare like for like,
- reduces changes and extra charges later in the project.
Many of the costs that surprise exhibitors come from decisions made late, after the design is agreed. Locking down the essentials early is the cheapest way to control the budget.
What to Include in Your Brief
1. Show details
- Show name, city and dates
- Hall and plot number
- Build-up and dismantling dates, if known
- Link to the organiser’s technical manual
2. Space
- Stand size and open sides (inline, corner, peninsula or island)
- Floor plan from the organiser showing neighbours and aisles
- Any known restrictions: height limits, hanging points, pillars
3. Goals
- What success looks like: number of meetings, product launch, brand awareness, distributor recruitment
- Who you want to attract: buyers, distributors, engineers, the press
4. Products and activities
- Products to display, with sizes and weights for large items
- Live demos, power and water needs
- Screens and video content
5. Space needs
- Reception counter
- Meeting room or open meeting tables, and how many seats
- Storage for samples, brochures and bags
- Bar or hospitality area
6. Brand
- Logo files, colours and brand guidelines
- Previous stands you liked or disliked, with photos
- References from other stands that show the feel you want
7. Budget and timing
- A budget range for stand design and build
- Whether the stand will be reused at other shows
- Deadline for designs and final decision
Giving a budget range is not a weakness. It lets builders design something realistic instead of guessing, and it saves you from beautiful designs you can’t afford.
What a Stand Quote Should Cover
Ask every builder to itemise their quote. A complete quote usually separates:
- Design: concept, 3D renderings, construction drawings, revisions included
- Construction: structure, walls, flooring, finishes
- Graphics: printing and installation
- Lighting and electrical work: fixtures and installation (the venue’s power supply is often ordered separately)
- AV: screens and LED walls, bought or rented
- Furniture: counters, tables, chairs, display units
- Logistics: transport of stand materials to and from the venue
- Build-up and dismantling labour
- Project management and on-site supervision
- Storage, if the stand will be reused
Also ask what is not included. Common exclusions are space rental, venue services (electricity, internet, cleaning, rigging), exhibit shipping, catering and changes after design approval.
How to Compare Quotes Fairly
- Check that everyone quoted the same thing. If one quote includes AV and another doesn’t, the cheaper one may not be cheaper.
- Compare designs against your goals, not just looks. Does the layout support the meetings and demos you need? Is there enough storage?
- Look at materials and finishes. Ask what each surface is made of. Similar renders can hide very different build quality.
- Ask about revisions and change costs. How many design rounds are included, and how are later changes priced?
- Check experience with your type of show and stand. Ask for photos of completed stands, not only renderings.
- Clarify payment terms and schedule.
- Ask who your contact will be. One project manager who speaks your language makes a big difference during build-up.
After You Choose a Builder
- Confirm the scope in writing: the final design, the itemised quote and the list of exclusions.
- Agree on a timeline with dates for design sign-off, graphic files, drawing submission to the organiser, production and build-up.
- Share organiser documents as soon as you receive them, such as updated floor plans, service order forms and rule changes.
- Plan a walk-through on site before the show opens, so small fixes can be made while the build team is still there.
Red Flags
- A price far below the others with no clear explanation
- No itemisation, just one total figure
- Unwillingness to show completed projects
- Vague answers about who builds the stand on site
- No mention of the organiser’s technical rules
FAQ
How many builders should we ask to quote?
Three is a common number: enough to compare, not so many that managing the process takes over.
Should we pay for design proposals?
Practices vary. Some builders include concept design free when they are shortlisted; others charge and deduct it from the build price if you go ahead. Ask up front.
How long does it take to get a quote?
It depends on how complete your brief is and how complex the stand is. A clear brief with a floor plan is the fastest way to get an accurate quote.
Can we reuse our stand at other shows?
Often, yes, if it is designed for it. Mention reuse in your brief so the builder can plan modular parts and storage.
Ready to Send Your Brief?
Send Bodon your show, plot size, open sides and what you want to achieve, and we’ll come back with questions and a proposal. Start your brief here →
