You’re Doing RFPs Wrong — Here’s Why

PART 1: You’re Doing RFPs Wrong — Here’s Why 

Rethinking how event marketers evaluate exhibit partners 

When brands begin preparing for a new exhibit partner, the RFP process is often the first step. And while it seems like a fair way to compare vendors and evaluate capabilities, many companies unknowingly set themselves up to fail—or at best, to settle. 

Why?  

Because most RFPs focus too much on price, features, and pre-baked designs… and not nearly enough on the one thing that actually determines success: 

👉 What’s it like to work with you? 

At Steelhead, we’ve seen it all: Vague RFPs with no budget or goals, hyper-specific ones that lock us out of our creative process, and even requests for booth concepts before any real conversation happens. 

We get it. Procurement wants apples-to-apples comparisons.  

But trade show marketing isn’t apples. It’s complex, collaborative, and highly strategic. Which means you need more than a transactional vendor—you need a partner who can co-create something remarkable with you. 

The Real Problem: Most RFPs Miss the Mark 

Here’s where we see the breakdown happen most often: 

• You’re commoditizing creativity. Asking for spec designs upfront forces vendors to guess what you want, without any of the collaborative insight that drives great work.
• You miss out on true differentiators. Every exhibit provider can build a booth. What separates partners is how they think, how they solve problems, and how they work with you.
• You reward shortcuts. When the decision comes down to price, innovation gets cut. That might look good on paper, but it costs you in experience, sustainability, and brand impact. 

We once won a program because the RFP didn’t ask for pricing or creative. It asked about process: 

• What’s it like to work with you? 
• How do you operate? 
• How do you communicate? 

That kind of RFP doesn’t just reveal who has the flashiest design — it reveals who’s going to have your back when things go sideways. That’s the partner you want. 

Coming Up in Part 2: How to Build an RFP That Works 

Next, we’ll show you exactly how to structure an RFP that attracts the right partners, invites creativity, and sets your program up for long-term success. 

Here's some homework:

Ask your team what really matters in a partner — and how well your current RFP reflects that. 

PART 2: How to Build an RFP That Actually Works 

A no-frills framework for finding the right exhibit partner 

In Part 1, we challenged the conventional way of creating RFPs, which commoditizes design and focuses too much on pricing. If you’re ready to do it differently, here’s how to build a better brief. 

Start With Clarity: What to Include in Your RFP 

To attract the right exhibit provider, your RFP should go beyond specs and spreadsheets. It should help vendors understand your goals, culture, and priorities. Here’s what to include: 

Your Why – Are you rebranding? Switching vendors? Expanding your program? Give context. 

Objectives – What does success look like for this exhibit? More leads? Better storytelling? Customer engagement? 

Budget Range – A ballpark figure helps vendors propose realistic ideas instead of guesses. 

Timeline & Key Dates – When do you plan to award the project? When do you need concepts, approvals, and production? 

Evaluation Criteria – Be upfront about what you value: price, service, innovation, sustainability, creative vision, etc. 

Team Expectations – Who’s involved? What do you expect from a project manager or creative director? 

Values & Culture – Are you looking for a DEI-conscious vendor? A sustainability-first company? Share what matters. 

7 Smart Trade Show Vendor Questions to Include 

Your RFP is a chance to uncover who each vendor really is. Try these: 

1. How do you approach the creative process?
2. Who will we work with post-sale?
3. What’s your method for understanding our brand and business?
4. Can you share a case study where things didn’t go to plan, and how you handled it?
5. What support do you provide onsite?
6. How do you integrate sustainability into your work? 
7. How do you measure and report on ROI? 
   

Avoid These Common Mistakes 

Asking for designs before the conversation starts 

Design is a co-creative process. Skip the fishing expedition. 

Overloading the RFP with fine print 

We’ve seen 50+ page RFPs that could’ve been a two-pager. Clarity over complexity. 

Focusing on office locations and warehouse square footage 

These rarely affect the experience or end result. 

Leaving out internal alignment 

Procurement, brand, and event teams should agree on what matters most before the RFP goes out. 

Pro Tip: Invite Vendors Into the RFP Process Early 

Want even better proposals? Let your top vendors help you shape the brief. The best ones will offer insight on: 

• Structuring timelines realistically
• Writing better scope-of-work sections
• Avoiding “gotchas” that slow down the process
• Crafting questions that reveal true fit

It’s not about giving anyone an unfair advantage—it’s about creating a clear and efficient evaluation process that actually works. 

We All Build Booths. The Right Exhibit Partner Builds Peace of Mind. 

If you’re planning for your 2026 trade show program, the time to rethink your RFP is now. 

When you lead with strategy and values—not just structure and cost—you’ll attract partners who move beyond simply executing your program, they move like they have a stake in your success. 

Need a second set of eyes on your brief? We’re happy to help. Contact us today to build a better RFP.