Don’t choose Bob The Builder!

Decisions, decisions, decisions....When you are doing an Exhibition there are lots and lots of things to decide on...what size, location, what products will we show, who is going to work the stand, what colour is my parachute...ok the last one is obviously a joke but what is not a joke is getting the right contractor to build your stand. As it’s the first thing people see you want it right for them but also to show your company in all it’s finery and glory....This article focuses on what you should ask potential contractors if they are going to build your stand for you.

A couple of things you need to consider when choosing your Exhibition contractor will include:

Is the contractor we chose do the work or do they subcontract it out:

It’s important to know that the people you are dealing with will be the ones who are directly responsible for the actual stand build as often things can get lost in translation if there are too many people involved and your messages and deadlines can get lost in the middle. Some smaller stand build companies are really brokers and subcontract the work out and whilst I am not saying there is anything wrong with this you must be aware that who you are dealing and who builds the stand may be separate companies. Sometimes this situation may lead to a higher overall cost as each layer of the process may be adding in their own margin which may result in a higher final cost so a bigger company that offer the full package may in fact be the more cost-effective solution. It’s crucial that in choosing the right contractor you know all these details first and have one key point of contact or go to person for the whole project. From experience, dealing with multiple people in Exhibition contracting companies can cause confusion and this will lead to frustration. You need to be confident that the stress of the stand build is left to the professionals and you know it will be done in time and in budget.

Has the contractor accreditation to any associations? 

Whilst Associations are not necessarily the be all and end all the world, they do give you some re-assurance and credibility that the people you are using are experienced in the industry. Most industry associations operate to certain set guidelines and this is re-assuring when you are concentrating on all the other aspects of exhibiting. In order to become a member of many of these associations, contractors need to meet certain requirements and show a level of expertise within the stand build industry and this gives you the peace of mind that you have chosen a company who can get the job done and the way you want. Many associations would also insist that the contractor has a certain level of insurance which again is an advantage to you in case something does actually go wrong. There are many different Exhibition Associations globally and some are geographically based but here’s a few that may be of help.

Exhibition Services & Contractors Associations – www.esca.org

International Association of Exhibitions & Events – www.iaee.com

Event Suppliers & Services Associations – www.essa.uk.com

The Global Association of The Exhibition Industry – www.ufi.org

European Exhibition Industry Alliance – www.emeca.au

Exhibition & Stand Designers Association – www.sstd.org.tr

Trade Show Exhibitor Association – www.tsea.org

There are also many resources available on the Association of Exhibition Organizers website at www.aeo.org.uk So would highly recommend checking up on a few of these resources to give you real peace of mind. Exhibiting can be stressful but a little re-assurance can go a long way to taking away some of this stress!

What shows have they worked on in the past?

It’s important that the contractor you choose gives you examples of other shows and other stands they have worked on in the past as this will give you a real flavor for the type of work they have done and the creative approach they take. This is also useful as examples and pictures of stands they have done also gives you ideas for what will work with your stand design.

Have they worked on this show before?

Contractors work on many shows over the years and may have worked on the one you are exhibiting at…. if so they may know the ins and outs of the show a little better and even have simple pictures of stands from that show which will help give you a real flavor for what to create. Whilst it’s not necessarily that important if they have worked on this exact show, it is important for you to get an idea of what shows they have worked on before as it will give you some idea of their capabilities and what they can create for you. Obviously, the stand is the first thing your potential customers see and how they perceive your brand, so you want to and need to make the right first impression.

Can they give us testimonials from other happy exhibitors?

One of the first things you need to find out from your potential contractor is if they can provide you with testimonials from other companies who have used them for exhibition stands as this will give you re-assurance that they know what they are doing and can deliver on time and on budget. To me this is a deal breaker as it raises a red flag if they can’t as most companies are only happy to tell you how good other people think they are. If they can’t then personally I would find someone else. Exhibiting is stressful and costly if not done correctly and the stand plays such a big part of the overall experience and you need to work with a company who can deliver this with the minimum amount of stress as you have other things to focus on!

Can they guarantee to work to a specific budget?

This is always an issue as from experience I can tell you that exhibition stands, and costs can really run away with themselves if not properly managed. In Exhibition terms a pretty good stat to consider is that what you spend with the organizer will Be ballpark a 1/3 of what you spend overall. This is a figure Organizers and exhibitors need to be aware of as there are many other costs besides just booking the stand. As an exhibitor, you need to know your budget and so too does the contractor. Little bits of extra graphics here and there or more stand furniture all add up and will demolish your budget if not properly agreed and managed. When you’re working with your contractor you need to agree, sign off on and be happy with the exact budget. They need to be aware that any additional items need to be re-signed off, so you get no nasty shocks post show when the invoice arrives. Little things that tend to be overlooked are:

Extra electrical sockets

Additional counters, chairs, or furniture

New last-minute graphics

Additional lighting

Don’t get caught up in the “sure it’s only one more socket scenario” – All these little additions can really add to your stand build cost.

It’s important you ask these questions and document them, so you don’t have any surprises post show. I have seen many companies over the years who considered the show a success and then a few months later realized that the additional “extra” costs made the show more of an expense than an investment. Managed well you will get a true and accurate reflection of how much it cost and how worthwhile it was.

Please get in touch with us at The Exhibition Guy if we can be of any help on any aspect of exhibiting....