Collecting and Collating Information

As an example, assume that senior management has decided that the stand will focus on 'New products', 'Research and development' and 'Improved service facilities'. It might also be the intention to introduce an entirely new division. The EM is often faced with this type of problem. Space has to be allocated in the initial planning but an alternative scenario has to be ready for substitution at short notice. More often than not, this takes the form of duplicating a popular product item already shown in one display or area. All concerned, particularly the designer and builder, must have advance knowledge of any possible changes so they can plan accordingly. The initial script for large trade shows will have been drafted some months ahead of the event.

The EM must ensure that all items are documented as they arise, including any probable last-minute changes. Many managers will request more space than necessary for their products. The EM must argue the point and establish a fair compromise. All space on the stand is costly in its finished exhibition form. After discussions with all concerned, he should prepare what he considers to be a fair appraisal of the total requirement. After calculating and preparing a realistic 'guess estimate' of office and general space the probable area will become apparent.

The minutes of the meetings should be issued to all those who participated in the formation of the script since they will form the basis of the final details, such as the size of space required for each division's products, the time needed to prepare exhibits and all other relevant details. From this an exhibition 'brief' can be formulated.