Your Singapore Exhibitor Brief: A Practical Checklist

Start with one business outcome

Write down the action you want a suitable visitor to take: book a technical demonstration, arrange a distributor discussion or agree a follow-up meeting. This makes the layout and staffing decisions easier. A stand designed for short product demonstrations needs different space from one built around private sales conversations.

Set a target your team can actually record, such as qualified meetings with an agreed next step. Record attendance and badge scans separately so they do not get confused with buying interest.

• Target organisations and visitor roles; the problem your product solves.
• The one main message visitors should understand without a long explanation.
• The qualification questions and follow-up owner for each type of enquiry.

Attach the space and organiser information

Include the event name, exact venue, show dates, stand number, dimensions and open sides. Attach the organiser’s floor plan and the current exhibitor manual when available. A brochure floor plan may omit a column or a service point that matters to the design.

Check whether you bought space only or a shell scheme, and list what is included. Do not ask a builder to quote walls, lighting or furniture that are already supplied unless you intend to replace them. Ask the organiser which technical services or works require an appointed contractor.

• Space package, measured footprint, entrances and any known obstructions.
• Build-up, handover and dismantling windows supplied by the organiser.
• Submission deadlines, drawing requirements and the person responsible for approvals.

Describe the demonstration, not just the appearance

List each display item with its dimensions, weight and operating requirements. Explain whether visitors need to touch it, watch it working or discuss it at a table. Plan where packaging, staff belongings and replenishment stock will go.

Make the visitor journey work for people approaching from each open side. Leave enough usable space for the activities you propose and ask the builder to explain accessible entry and circulation. Request drawings that show the actual furniture and equipment footprint.

• Equipment schedule: dimensions, loads and power or connectivity needs to confirm with the organiser.
• Meeting seats, demonstration positions, secure storage and staff workspace.
• Graphics schedule: message, language, final artwork owner and approval deadline.
• AV content, sound, screen orientation and an offline fallback for demonstrations.

Give every service and deadline an owner

A design-and-build quotation does not automatically include shipping, power orders, rigging, cleaning or an on-site operator. Create a responsibility list with one owner and one due date for each item. Ask suppliers to identify dependencies that could delay production.

For a food or hospitality exhibition, ask early about tasting, food preparation, refrigeration and waste arrangements. FHA’s exhibitor FAQ points confirmed exhibitors to an online manual for booth planning and service information. Use that event-specific source instead of assuming another show’s requirements apply.

• Design approval, artwork release and production authorisation.
• Venue orders, freight, delivery access and stock replenishment.
• Handover inspection, daily support contact and removal arrangements.
• Budget allowance for items outside the supplier’s confirmed scope.

Use this copy-and-fill brief

Copy the fields below into an email or document. Mark unknowns explicitly and ask the supplier to state assumptions. A useful first enquiry is complete enough to discuss scope; it does not need to pretend every technical detail is already resolved.

• Event / venue / dates / stand number:
• Space package / footprint / open sides / attached floor plan:
• Objective / target visitors / main message:
• Products and demonstrations / meeting and storage needs:
• Design references / brand assets / required languages:
• Services included by organiser / services needed from supplier:
• Budget range / currency / whether tax and venue costs are included:
• Decision date / handover date / approval contact:
• Quotation requested: itemised base scope, options, exclusions and payment milestones:

Put your plan into action