How to Write an Exhibition Stand Brief (Free Template)

The brief is the single document that shapes every proposal you receive. Builders who get a clear brief design to your goals and budget, and their quotes can be compared. Builders who get a vague one guess, and you end up comparing three stands that answer three different questions. A good brief takes an hour to write and saves weeks of back-and-forth.

What a good brief contains

The show and the space

Show name and dates, venue, hall and stand number if allocated, stand size, number of open sides, and any known height limits. Attach the floor plan if you have it. If you don’t have space yet, say so and give the size you expect.

Your objectives

Be specific about what success looks like: number of meetings booked, product launches, demos per day, samples given away, or leads captured. A stand designed for quick sampling looks very different from one designed for private sales meetings.

What happens on the stand

List the activities and the people: how many staff, how many visitors at once, demos, presentations, meetings, hospitality, storage for stock and personal items.

Products and exhibits

Give dimensions and weights of anything you will display, plus power, water or data needs. Heavy machinery or vehicles affect the whole layout.

Brand and design direction

Share your brand guidelines, logos in vector format, examples of stands you like and dislike, and messages that must be visible from the aisle.

Budget

Give a range for design and build, and say what it includes. Without a budget, one builder will propose a modest modular stand and another a showpiece; neither proposal will be useful.

Practical details and decisions

Whether you want the stand to be reusable, any sustainability goals, who approves the design, the decision date, and the format you want proposals in.

Template

Company and contact:
Show / dates / venue:
Hall and stand number:
Stand size and open sides:
Objectives (measurable):
Activities on the stand: demos / meetings / sampling / presentations
Required areas: meeting room, storage, kitchen, reception, product display
Exhibits (sizes, weights, power):
Technology: screens, LED wall, interactive, lead capture
Brand guidelines and references: attached
Reusable for future shows? yes / no
Budget range for design and build:
Decision maker and decision date:
Proposal format and deadline:

Common mistakes

• No budget. The most common reason proposals miss the mark.
• Too many decision makers. Agree internally before briefing, or the design will be changed late, at your cost.
• Missing exhibit details. Discovering a heavy machine after the design is approved means starting again.
• Different briefs to different builders. Send everyone the same document so quotes are comparable.
• Briefing too late. For a custom stand, brief 12–16 weeks before the show.

Next steps

Once your brief is ready, choose builders using our selection checklist, and plan the budget with the stand cost guide. Or send your brief through StandsZone Global: the builders listed on the platform who want your project will contact you.