Trade shows are the perfect venue to create brand fans by conveying your company story authentically and consistently in your materials. You have a captive audience for a few days during the show – and narrow windows before and after – so you have to plan your strategy wisely to attract and engage them. Here are some must-haves and ideas on getting the most out of your investment.

Have a Plan

Are you launching a new product and using that as a theme for your booth and materials? Are you displaying your entire line, or just one season? Is your company new or established in the industry on which the trade show focuses? Answering questions like these will help determine the direction and content of your materials.

Minimize Impact

Reducing waste in materials, shipping and manpower will save time and money while helping the environment. Estimate as closely as you can the amount of printed materials you’ll need for the show, based on the loose formula of 12 visitors per hour, and add 10% to cover extra traffic. It has been said, however, that 90% of materials never make it back to attendees’ offices. Consider sending catalogs or larger pieces to your prospects as an after-show follow-up.

The List

1. Pre-Show Mailer

• Send a mail piece such as a post card or letter on customized letterhead to your mailing list, as well as the show attendee list.
• This is the first piece in the series of materials, so the design must be consistent with your brand strategy and the remainder of the pieces you create moving forward.
• It should have a clear call to action, the show name, dates, location and your booth number.
• It can double as a new product announcement or marketing piece to those not attending the show.

2. Booth Graphics

• Get the most mileage with a design that is representative of your brand story, regardless of season.
• Introduce additional elements for variety from show to show. A well-planned booth will allow you to swap out sections when updates are needed, such as a new graphic, information panel or product photo.

3. Media Kit

• This is where your brand story will really shine, so it should be professionally designed for the best impact. You only get one chance to make a first impression.
• It should include: company history, product features, company culture, social/environmental involvement, leadership and custom photography.
• Be sure to place plenty of kits in the press room at the show, and keep some at your booth for media members that stop in.

4. Company Overview

• This doesn’t have to be an elaborate piece—it just has to be effective. This is especially important if you’re a new exhibitor.
• Will allow buyers a quick look at your brand story, with the added benefit of an in-person experience of your company culture at your booth.

5. Catalog and Product Line Sheet

• Your catalog should have a company introduction section in the first few pages and an uncluttered product layout with enough white space for notes.
• Separate line sheets are the easiest way to make price adjustments, new product additions, and allow you to use your catalog for both buyers and consumers.
• Provide these during buyer meetings or to qualified prospects.

6. Follow-Up Mailer

• Send a mail piece such as a post card or letter on customized letterhead to those you met with at the show thanking them for their interest. This is a great time to include an incentive offer if you didn’t make a sale with them during the show.
• Your catalog can also have impact as a follow-up to qualified leads.

Final Thoughts

Don’t forget to tag any advertisements your company is running before the show with the show name, dates and your booth number – especially those appearing in industry-specific publications. If it’s already a part of your marketing efforts, use social media to generate buzz about your trade show attendance before, during and after the show. And never underestimate the power that brand-specific imagery (rather than stock photos) can have on your materials.