4 essential print collateral items for the 2019 trade show season
We’re about halfway through winter; which means the season for industry conferences, exhibitions and trade shows is almost upon us. And as always, it promises to be the perfect opportunity to get your brand out there, and connect with exciting new partners and opportunities.
But is your business ready for the show floor? Whatever line of work you’re in, it’s important that your booth design and handout materials reflect the business you are today, and the goals you have for the new year.
Here’s 4 essential items for your trade show presence in 2019 – and our tips for making the most of your print collateral investment.
The display graphics of your booth are arguably the most important thing to get right about your trade show presence. You’re competing with hundreds (if not thousands) of other show vendors, so your booth needs to command the attention of exhibition attendees – even from a distance. It’s a good idea to have a range of display banners of various different sizes. For example, you might choose to place a large banner along the back of your booth, and surround it with smaller roller banner units on each side. Not only does this give you more options for customising your brand’s presentation and increasing your booth’s visual impact; it also gives you the flexibility to adjust your display to different exhibitions. For example, if you’re cramped for floor space, you could simply bring a couple of roller banners with you. Alternatively, if you have a lot of room in your booth area, bringing along larger banners can help you take maximum advantage of the space you have available.
A high-quality catalogue isn’t just a showcase of the products/services you have to offer – it also serves as an indicator that you’re a well-established, successful and professional company that attendees can trust with their money. Your choice of paper stock for your catalogues can actually play a big part in how your brand is perceived by attendees. Remember, the higher the GSM of a paper stock, the thicker and more sturdy the paper will be – consumers tend to associate these higher GSM grades with luxury and quality. Likewise, adding gloss lamination to your catalogue prints will give them a shiny, smooth finish which readers will often perceived as lavish and luxurious. (Alternatively, picking a matt finish for your catalogues can be useful for positioning yourself as a no-nonsense or eco-friendly brand.) And don’t forget to print twice as many catalogues as you think you’ll need – there’s nothing more embarrassing than having to turn booth visitors away empty-handed! Business cards – and business card dispensers Not everyone wants to carry around a small novel of a catalogue with them – particularly if they’re more interested in collaborating with you than buying from you, and/or they’re already carrying catalogues from other exhibitor booths. For these attendees, make sure you have some pocket-sized handouts ready to go; such as flyers, leaflets and business cards. It’s a good idea to have a card dispenser set up too, printed with a friendly ‘please take one’ message – that way, visitors who are too busy to stop and chat can still pick up your materials and find out what you’re all about.
Not everyone wants to carry around a small novel of a catalogue with them – particularly if they’re more interested in collaborating with you than buying from you, and/or they’re already carrying catalogues from other exhibitor booths. For these attendees, make sure you have some pocket-sized handouts ready to go; such as flyers, leaflets and business cards. It’s a good idea to have a card dispenser set up too, printed with a friendly ‘please take one’ message – that way, visitors who are too busy to stop and chat can still pick up your materials and find out what you’re all about.
A lot of exhibitor handouts will simply be filed away or dumped by attendees once they get back from your trade show. Once way to prevent your marketing materials ending up in the bin is to make them useful to your booth visitors – for example, giving them a desk calendar to help them manage their to-do list, or a pen pot to store their stationery in. Not only will attendees be more inclined to keep these around, but they’ll think of your company every time they use them – perfect for encouraging repeat business.
And finally – a few general design tips…
• Make sure your promotional materials communicate the message of your brand. Abstract and mysterious designs are good for grabbing attention, but if they don’t reveal who you are, what you can offer the consumer and what sets you apart from your competitors, attendees will just be left scratching their heads.
• Set out your goals for your exhibition appearances, and let those goals inform the design of your print collateral. Are you looking to sign up X amount of new customers to your services? Bring X amount of new traffic to your website? Make sure your calls-to-action drive attendees to take the action you want
• Don’t show up to exhibitions with the same old displays and print designs year after year – regular show attendees will just start passing over your booth in favour of new exhibitors. Your business (not to mention the market around you) is always changing, so make sure your booth reflects the company you are now – not who you were five years ago!
Need custom-printed marketing collateral for your next conference or trade show? Get in touch with Better Printing on 023 8087 8037 to find out how we can help you!