|
Also read by Barry Siskind:
Creating a RFP to build your own booth
By Barry Siskind
Where do you go to find an exhibit builder. Check the Internet, on-line directories or the Yellow pages? You will be shocked to find the sheer number of companies who could build a booth for you in your area. Where do you start and what do you ask for? If this sounds familiar then let’s review two key ingredients to finding a booth builder that you can work with: your needs analysis and the RFP.
This is your first step. It gives you an opportunity to examine your exhibit strategy in 11 strategic areas. Use this form and fill in the detail.
Your Needs Analysis Summary
Your Design Needs Analysis |
Description |
1. Reasons for exhibiting |
Focus on objectives |
2. Corporate history |
Corporate background information |
3. Competition |
Identify your competitors
exhibiting practices |
4. Budget |
Develop a realistic budget |
5. Show plans |
Create a holistic, integrated show experience |
6. Your target |
Develop a customer profile |
7. Marketing materials |
Catalog samples of all current marketing materials |
8. History |
Chronicle past exhibit experiences |
9. Product display |
List products, samples, or other materials to be displayed |
10. In-booth activities |
Develop a list of all attention-getting activities |
11. The business environment |
List the tools you need to do business |
Now that your need analysis is complete, the next step is to create a request for proposal (RFP). The RFP allows an exhibit builder to quote accurately as it contains
all the elements required. It also lets you compare various bids—apples to apples.
If you live in a major city, you will find numerous display builders. Sending your RFP to all of them is clearly a waste of everyone’s time. Narrowing the list to two or three display builders makes more sense.
To shorten you search you need to know the builder’s exhibit lines, history, products, warranty program, creative capabilities, personalities, customer base, industry knowledge, graphics capabilities, and additional services such as install and dismantle (I & D) and storage.
An efficient way of creating a short list is to start with your own observations at shows and events. As an exhibit manager, it is important to walk through as many shows as possible, and not just those shows catering to your industry, but all shows. As a professional show visitor, you will see things the average visitor misses such as the quality of exhibits. Look for exhibitors who display products or services similar to yours.
They don’t have to be competitors but companies who face similar exhibiting challenges. For example, if you have a heavy or bulky product, look for exhibitors who are displaying similar items. If you offer a service and are not sure what attracts visitors, look at similar service providers and see what they are doing. The more you observe, the more knowledgeable you become. You will slowly begin to distinguish exhibits that work from those that don’t.
Once you have identified the exhibit hardware you want, try to get the name of the person in the other organization that contracted for the booth. Ask him or her to spare a few minutes either during the show or perhaps by phone after the show to run through some questions. You will want to know how well the supplier understood the company’s exhibiting needs. Were they reliable? Did they provide helpful service? And, most important, would they deal with them again? This is a time-consuming process, but your choice of a booth builder is important. Since you will live with the consequences of your decision for years. It is important to spend the time at the beginning to get it right the first time. Remember, act in haste, repent at leisure.
Certain names of display builders will likely come up over and over again. When this happens and the comments are positive, you are on the road to finding a potential candidate. Keeping your list short helps you manage the process efficiently. Settle on two or three candidates and send your RFP to each name on this list.
It’s best to give yourself lots of time to create a new display. However, at very least make sure that you allow 90 days from start to completion as follows:
Your 90 day design/build schedule
- Day 1 – 10: Create the initial design
- Day 11 – 30: Present design revisions
- Day 31 – 73: Construct the booth
- Day 74 – 81: set up and make last minute revisions.
- Day 82 – 90: Ship the booth to the show and assemble
Finding the right booth builder can be tricky. Follow these simple steps and your search will be more productive.
Barry Siskind is the president of International Training and Management, a full service exhibitor education company in Canada providing a wide range of products and services to help exhibitors improve their performance on and off the trade show floor. He is the is author of several books includding The Power of Exhibit Marketing. He is one of Canada’s most sought after consultants and speakers and North America’s foremost trade and consumer show expert. Visit his web site at www.siskindtraining.com.
|
