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Terry Doland, Owner
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.
Participating in a group event
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.
Learn more about trade shows
I'm not sure how much material to take with me to the trade show. I don't want to run out, but I don't want to print more than I'll need. Can you help me decide on a quantity? One approach is to base your estimate on a bottom-to-top basis. Thinking about where your booth is located and using the trade show promoter's statistics on previous attendance, break down the total time you'll be on the show floor into one-hour increments.
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ASI: an acronym for Advertising Specialty Institute, a membership organization that is the largest media and marketing organization serving the advertising specialty industry.
Decorative font: a font in which the letter forms have unique shapes. These should only be used in headings and titles.
Learn more trade show vocabulary
A quirk of human nature is to be attracted to things that are either larger or smaller than expected. The unexpected size adds an element of surprise that delights and invites involvement.
You can use this to your advantage when designing a trade show brochure. Instead of the standard 8.5 x 11 trifold, consider creating a mini brochure that is only slightly larger than a business card - 4 x 2.5 inches. With clever folding, you can create an 8-panel brochure - enough room to include a substantial amount of information into this compact size.
Learn more about trade show sizing
When people ask me What do you do?, I'm proud to say that I'm a printer. That usually elicits an additional question - What do you print?
When creating trade show graphics, remember this principal: keep it simple. The purpose of the graphics is to attract attention and hold it long enough to deliver the marketing message. This is best accomplished by a clean, simple design and a color palette that works with it to increase viewer comprehension.
Learn more about trade show graphics