While it’s true that the vast majority of marketing materials distributed at trade shows and conventions wind up in the trash long before the attendee gets on a plane headed home, there’s still a clear expectation that exhibitors will have some kind of sales collateral material to hand out to interested parties at the show. These include catalogs, brochures, spec sheets and more.
What happens if you’ve under packed? You’ve brought 500 spec sheets, and it turns out you have 2,000 people interested in that item. Do you send the attendee away empty handed?
You don’t ever want to give away your last brochure! Instead, make one booth staffer accountable for keeping track of literature supplies throughout the show. If you start running low, it’s time to take action! Here are your three options to ensure you don’t run out:
If you’re running low on an easy to reproduce item, like a spec sheet or flyer, have a staffer hit the local copy shop and run off a few hundred more.
2. Call the Home Office
Catalogs, glossy brochures, and the like can’t reasonably be produced on the spur of the moment. If you see supplies running low, call the home office and have them express ship additional supplies to the show.
As a last resort, collect the attendee’s contact information and promise to ship the catalog or literature to their office. If you do this, it is critical that you keep your promise! Make sure to have the material shipped out as soon as possible — preferably before the attendee makes it home for the show!
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Susan Friedmann, CSP, The Tradeshow Coach, internationally recognized exhibit marketing expert working with companies to increase their profitability at trade shows. Author: “Riches in Niches: How to Make it BIG in a small Market,” “The Complete Idiot’s Guide to Target Marketing,” “Meeting & Event Planning for Dummies” and many other titles. For more great information on trade show marketing strategies that work, and for a complimentary copy of “Exhibiting Success,” visit http://www.thetradeshowcoach.com. Click to download the “Riches in Niches” app.