As if planning and prepping for a convention weren’t stressful enough, there’s the added pressure of designing and printing convention brochures to hand out to your guests.
The whole idea of convention brochures is to provide attendees with a helpful resource while adding credibility to your organization. But these 4 simple mistakes can toss all those benefits right out of the convention hall:
#1 – You didn’t proofread your copy.
With free online tools like Grammarly to make sure your copy is mistake free, there is absolutely no excuse to have errors in your brochure copy. Yet it still happens, even to some of the most well-known brands and organizations.
Even a single typo can send a message to attendees that you lack detail. Typos look unprofessional and can take away from the credibility you worked so hard to establish. Your reputation is well worth the money you would spend on a copy editor to give your convention brochures one final look over before sending them to print.
#2 – Your convention brochures are in copy overdrive.
Einstein once said, “If you can’t explain it simply, you don’t understand it well enough.”
If you’ve got a lot to say, you don’t have to say it all in one big chunk of text. Readers who face solid walls of copy without any visual breaks are much less likely to read any part of it.
Instead, try to break up your copy by using headings, bullets or numbered lists, columns, images, pull quotes, or other artistic elements to it easier for the reader to digest.
#3 – The convention brochure fails to provide value.
Think about what attendees hope to get out of convention brochures. As in, what will make it worth their while to snag a copy?
Considering adding a map of the exhibit hall (along with a mark signifying your booth’s location, if you have one), publishing an article or letter from the keynote speaker, or including an itinerary of scheduled events. The key is to discover what’s going to make guests want to open your brochure, and what’s going to encourage them to hang on to it longer than it takes for them to walk to the nearest recycle bin.
#4 – The convention brochure is not well-branded.
Whether you’re the organizer of the event or simply a participating organization, your convention brochures should look like they were made specifically for the convention. Showing how you’re a part of the event can boost your credibility as an affiliate of the convention, along with reminding people where they were exposed to your brand if they happen to come across your brochure weeks or months later.
At the very least, your convention brochures should include your company insignia and contact information, along with colors, images, and design that reflect your brand voice.
Conventions are expensive both to participate in and to organize, which is why it’s important to get as many elements as possible right the first time.
According to the Las Vegas Convention and Visitors Authority, last year there were 21,864 conventions and meetings held in Las Vegas. Being in the heart of convention headquarters, we know the business like the back of our hand.
We provide full-service convention and tradeshow printing, from large-format to convention brochures, and custom business cards. We make your experience the best it can be. Call us now – let’s get started!