Conventions and trade shows are a considerable part of many marketing strategies. However, the competition can be fierce. Trade show brochures can quickly fill attendees’ tote bags. Only the extraordinary ones will get a second glance.
Exceptional trade show brochures that impress visitors and help sell your products and services do not just happen overnight. These materials require a lot of thought, time, energy, and even expenses in order to create something spectacular that is noticed in a crowd. If your brochures blend into the background then you may as well stay home instead.
10 Tips to have Trade Show Brochures that Perform Effectively
1. Timing is Everything
Make sure that you allow enough time to get professional trade show brochures designed, printed, and delivered. This process can take anywhere from several weeks to several months, depending on the complexity of the final design, the schedules of everyone involved, and numerous other factors as well. This process should not be rushed so start well before the event to avoid any issues or delays.
2. Give Attendees Advance Notice of your Presence at the Trade Show
Give people advance notice that you will be at the event, and how to find you when they arrive. If you do not bring visitors to your floor area then even the most impressive brochures will not help. Send out a mailer well ahead of time alerting targeted individuals and companies, letting them know where to look for you and your brochures at the event.
You must alert your prospective customers about your attendance, and encourage them to visit your booth, for the effort to pay off.
Source: Agricultural Marketing Resource Center
3. Use Display Racks
Don’t just throw your trade show brochures on the counter or table top and call it good. This makes it very easy for visitors to miss or overlook your materials. Instead, choose a lightweight display rack or other display device so that your materials are very visible and placed directly at eye level. This will help your items be noticed immediately.
4. Introduce a New Product or Service
Use your trade show brochures to highlight a new product or announce the offering of a new service. Add an additional page or section to cover this product or service. It may be a good idea to start your brochure off with this feature so that your readers realize that you have something new that they may find useful or want to try out.
An exhibition for companies in a specific industry to showcase and demonstrate their new products and services.
Source: Entrepreneur.com Dictionary
5. Use Consistent Branding
Use the same overall design on your mailers and trade show brochures for the campaign. This will provide consistency across your marketing materials for the event and help people identify you faster and easier. The same design features like colors, images, and other elements also help you build up recognition for your company, products or services, and brand.
Few businesses get enough exposure, and custom printed brochures can change this when you use consistent elements and branding components across all of your business and marketing materials.
From our article: Do you Really Need to Spend More for Custom Printed Brochures?
6. Let your Brochure Design Guide your other Booth Items
Start with your brochure design, and then use this overall design template for posters, banners, and other booth items that identify your company and your products or services. Remember that it is usually easier to come up with the brochure design and then tie in the other signage and marketing materials than it is to do this in reverse.
7. Quality Counts
Insist on the highest quality trade show brochures possible. Remember that these items reflect your professionalism and your company quality standards. A brochure that is unappealing or that contains even small flaws and errors can have a devastating impact on how consumers see you and the products that you offer. Your commitment to excellence could be questioned.
8. Be Large and in Charge
Go big and get results. Remember that your booth will be one of many on the event floor so you need to draw attention to your location in every way possible. This can include brochures that are bigger than normal or with more than the usual number of pages so that they really stand out among the competition and bring visitors to you.
9. Use Relevant Images…not Bragging Rights Ones
Use images that are relevant to the potential customer in your trade show brochures, not those that you like. Potential customers don’t want to see a photo of your corporate headquarters or a picture of all your staff. Use images of your best selling products, and graphics that show the benefits consumers can expect when they buy from you.
10. Do not Scrimp on Image Quality
Initial image size and resolution is critical with brochures. It is easier to shrink down a larger image while retaining the highest quality but the same cannot be done the other way around. Trying to enlarge a smaller image will usually cause quality issues, giving you substandard materials that do not represent your company and products or services in the best possible light.
Las Vegas Color Graphics is conveniently located for easy access to all the trade show and convention centers in Las Vegas. Make your trade show experience easier by having us print and deliver your trade show brochures..