How to prepare a stand design and build offer for fair exhibitors

Who decides on the stand, and when?

A stand is one of the largest items in an exhibitor's fair budget. Marketing and management usually decide together, and they ask:

• Space: how many m², and is it a corner, island or row stand?
• Scope: design only, design and build, or build only?
• Approval: most organisers require stand plans to be approved by a set date before the fair. Check the organiser's exhibitor manual.
• Budget: exhibitors compare several quotes.
• Foreign exhibitors: they look for a local builder and expect the offer in English.

Timing

1. 6 months before: follow the fair and review the previous edition's exhibitors.
2. 20–12 weeks before: send your first offer.
3. When the new list is published: follow up with confirmed exhibitors.
4. Build-up week: deliver the project your way.

The right wording for returning exhibitors

When you send stand offers, the new exhibitor list is often not out yet, so the offer goes to the previous edition's exhibitors. Their participation is not confirmed:

• Write "if you are exhibiting again this year".
• Never present participation as confirmed.
• Country pavilion exhibitors (e.g. the German Pavilion) usually get their stand from the pavilion organiser.

What the offer needs

Information	Why it matters
Packages: modular, custom, build only	Quick match to the exhibitor's need
"From" price per m² or per stand, or "on request"	First reference for budget approval
What is included (design, materials, build-up, dismantling, transport)	Makes quotes comparable
Items the organiser invoices separately	No surprises later
Photos of reference stands	Shows quality
Design delivery and approval timeline	Meets the organiser's approval date
Offer validity date	Gives a clear decision window