I've been tasked with building a new exhibit. I'm going through the request for proposal (RFP) process for the first time since the pandemic and could use a refresher on how to get back strong responses. Do you have any advice on writing an effective RFP?

Choosing the right partner to plan, build, and execute your exhibit is critical. But how do you figure out which vendor is the best fit for you? If it's been a while since you've sent out RFPs, it's important to note that the trade show industry has undergone significant transformation with the rise of custom rentals, the fusion of rentals with custom exhibits, and challenges stemming from staffing, supply, and freight disruptions. Here are a few tips to increase the chances that you get high-quality responses that help you find the right partner.

Clearly Define Your Project
Before issuing your RFP, define your project's scope, desired outcomes, and budget. This information provides the framework for your RFP and ensures it strikes the right balance between being too general and being too detailed. It also helps potential vendors understand your priorities and tailor their proposals accordingly.

Provide a clear and realistic budget in your RFP so that exhibit companies can craft proposals that align with your needs. Communicate your timelines and expectations. Share the end date for RFP submissions, final selection date, show dates, and locations. This information helps the pool of potential vendors self-select if they have other commitments and ensures the project can be completed on time, particularly given the supply and freight challenges the industry is facing.

Don't Skip the Design Brief
Incorporating a thorough design brief is crucial to transparently communicating your goals and objectives, and it increases the likelihood of you finding the right partner. Identify your current challenges and share your objectives, desired actions, attendee personas, and key messages so that potential partners can offer tailored solutions.Including your brand standards and corresponding marketing campaigns will help them reflect your brand and prioritize your messages in the design.

Consider Sustainability
Environmental, social, and governance (ESG) initiatives have gained immense importance among many companies. If that's the case for your firm, probe vendors about their sustainability efforts and commitment. Ask about materials for the structure, graphics, and shipping materials, as their weight plays a significant role in fuel usage. Inquire about rental opportunities as well as reusable, reconfigurable, and refreshable options as opposed to one-time use and "build and burn" options.

Focus on the Entire Program
Too often, RFPs focus on company descriptions and organizational charts, overlooking crucial details about the underlying structure. It is essential to understand the hardware and if it can be reconfigured. Additionally, inquire about whether you can rent an identical system for a busy show schedule that includes overlapping events. If you plan to use different booth sizes and layouts, find out if rental components or custom elements can be added to the booth.

Furthermore, go beyond the physical structure to explore the attendee's journey and experience. Do the vendors have the capability to help you measure success? Do they offer robust digital tools to enhance the engagement and effectiveness of your exhibit? Can they combine the physical structure with measurable digital activations? Be sure to understand their approach to digital and how it will be deployed at the show site.

Request In-Person Discovery
If you have time, conducting a one-to-two-hour face-to-face workshop increases the chances of finding the right partner and enables better fit assessment. Consider limiting the number of participating firms to no more than five so that you can dedicate a couple of hours to each one. Provide a comprehensive agenda with a 30-minute overview and a discovery session. Asking each vendor to lead the discovery allows for evaluating their fit, knowledge, communication skills, and – most importantly – the strategic mindset of their team. It is essential to conduct this workshop before the designers produce renderings. Expecting designers to produce full renderings without so much as a meeting is a plan for disaster. The ideal location for the meeting is their showroom, but if need be, it can be done via video conference.

By following these tips you'll create a robust exhibit RFP that will help you find the perfect partner to design and build your booth.