Trade Show Printing in Sunnyvale, Ca 94089
Reaching prospects is the #1 task for sales and marketing. Direct mail using post cards and brochures takes your message to prospects in their offices. But when there is an opportunity to reach a group of prospects at a meeting, seminar, conference or trade show, the number of items potentially needed at the event expands far beyond business cards and brochures.
Business Group Events
Participating in an event for a group of prospects has three phases: preparing for the event, attending the event, and following up. In each phase there is a need for materials to be printed, distributed and given away. These all need to be graphically coordinated to reflect your company or organization's image or brand - especially since some of the staff at the event may not be seasoned marketing or sales professionals.
Begin by deciding on a marketing theme for the event. Tie it to your company's overall marketing focus but tailor the theme to reflect the interests of the target audience who will be attending the group event. Some typical themes are how your product or service promotes efficiency and saves money; how it solves problems encountered by the target audience; what competitive advantage it imparts; or what enhancements to customer service it brings.
Trade show graphics
Trade show graphics are the large-scale photographs, signs, banners, posters and booth displays that are intended to draw the attendee's interest and attract them to linger at your booth. In addition, trade show graphics can impart information that provides a context for explaining what your organization or business does or provides.
Designing for large-scale displays is different than designing for brochures and similar printed marketing materials. The primary difference is scale - display graphics are significantly larger than those used in collateral pieces and also simpler. Headlines should be trim, images large, and text short and easy to read. As a guide, think of a highway billboard that is read in three seconds or less. Your trade show graphics need to convey who you are, what you do and why a prospect should care in the amount of time it takes to stroll past your booth.
For consistency of image and brand, tie trade show graphics to your product or service marketing literature. But be careful here - the images used in a brochure may not be of sufficient resolution when enlarged to sign, banner or poster size. Ask us to evaluate the suitability of any photograph or other image you are considering.
Printed material for trade shows
Besides having a supply of brochures, sell sheets and business cards to distribute during the trade show or group meeting, you might need other material to support the trade show or meeting activities such as:
||name badges for your staff and attendees
||copies of an agenda or program
||entry forms for a drawing or giveaway
||tickets to invitation-only activities such as a luncheon or sponsored entertainment
||new product announcements and product guides
||show special flyers or discount offers
||mini catalogs or CDs with product information
As with trade show graphics, these materials will have greater impact if they are visually tied to your company or organization's regular marketing and sales material and also reflect the marketing theme of the trade show or group meeting. Give all your printed materials a consistent look and message by using the same color palette, fonts and graphics throughout.
Promotional items for trade shows
Whether you are a group meeting host providing a thank you gift to attendees or a trade show distributor who wants to attract traffic at the booth, a supply of promotional items - sometimes called advertising specialty items - are a way to be sure your company or organization is remembered after the event has concluded.
When deciding on a promotional item, select one that pertains to your business and simultaneously appeals to the target audience. A promotional item of higher quality or real utility is both more appealing and more likely to be taken back to the office and used by an attendee. If the projected meeting or trade show attendance is very large, consider having a low-cost item to attract people to your booth and reserve the higher-quality item as a prize for a contest or a drawing. It is also a good idea to select a promotional item that can be used as a giveaway after the trade show or meeting.
You may not be aware that we can be source for any advertising specialty or promotional items that you need. We are a member of ASI, the Advertising Specialty Institute, which gives us access to over 3500 suppliers of advertising specialty items. Our membership in ASI means that we can offer you product catalogs to have handy in your office and also can search online for any of the thousands of products offered by ASI suppliers. To request a catalog, contact Terry or Nathan at 408.400.0223 and we'll get one to you right away.
Inviting customers and prospects to attend a trade show
Sending invitations to customers and prospects to let them know you will be exhibiting at a trade show can help build traffic. If there is a charge to attend, see if you can arrange for some free passes to distribute to your best customers or prospects.
Invitations can be as simple as a post card that gives the dates of the show, your booth number, and one or two reasons why attendees should stop by your booth. If you limit the size of the post card to no greater than 4.25 x 6 inches it can be mailed at the first class postage rate for cards which not only is lower than the rate for standard mail, but also comes with free address correction in case the invitee has moved.
Following up after the event
Exhibiting at a trade show or putting on a group meeting takes resources - time, money and manpower - but can yield a large number of leads. However, not all the leads will be quality since trade shows in particular do attract a share of “lookers” as well as buyers. This means that an important task following the trade show or group meeting is to qualify the leads received.
A common way to follow up is with a mailing. Some businesses like to use a personalized letter; another option is a larger post card that is a takeoff on the small post card used originally to promote the trade show or event. This gives attendees another exposure to the trade show or group meeting marketing theme and serves as a reminder of the message being promoted at the show or meeting.
We're your support service for trade shows and group meetings
If your organization or business regularly attends trade shows or hosts group meetings, let us know the schedule of upcoming dates and locations for the events you are participating in. We'll work out a timeline that will let you know when you must start planning and designing the printed materials you'll need and by what date you must order advertising specialty items. We'll also give you critical due dates to help keep you on schedule and within budget. Call us at 408.400.0223 to get started.
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