Companies use a variety of ways at trade shows to promote their products or services that can leave a lasting impression on attendees. The types of collateral used can vary based on the company’s industry, budget, and marketing objectives. The end goal though is a qualified lead, so be very particular about what is going to give you the ROI you need for exhibiting. While some companies have a massive budget and invest in a 30 x 50 space rather than a smaller 10×10, the little guys can still make waves when it really comes down to the messaging, the innovative draw of your experience and the charisma of your booth staff.
Here is a list of the most common types of collateral that companies use at trade shows
- Business Cards: Essential for networking and exchanging contact information.
- Networking: Business cards facilitate easy exchange of contact information, enabling follow-up communication after the event.
- Professionalism: A well-designed business card reflects professionalism and leaves a lasting impression on potential clients or partners.
- Brochures: Printed materials providing detailed information about products, services, or company offerings.
- Flyers: Single-page, eye-catching promotional materials used to highlight specific products or offers.
- Catalogs: Comprehensive booklets or pamphlets showcasing a wide range of products or services.
- Banners and Posters: Large, visually appealing displays with the company logo, tagline, or key messages.
- Visual Impact: Posters with compelling visuals and concise information attract attention from a distance, drawing attendees to your booth.
- Information Dissemination: Posters can convey key messages, product features, or event-specific offers, ensuring that attendees quickly grasp the essence of your offerings.
- Branding: Well-designed posters reinforce your brand identity, making it more memorable to attendees even after they leave the event.
- Booth Signage: Single-page, eye-catching promotional materials used to highlight specific products or offers.
- Promotional Products: Branded giveaways such as pens, keychains, USB drives, or apparel featuring your company logo.
- Samples: Physical samples of products for attendees to touch, feel, and experience the product quality.
- Demos: Live demonstrations of products or services to showcase their functionality and benefits.
- Mobile Apps: Whether on a phone, tablet or kiosk, trade show support apps can help launch collateral for your brand and entire product portfolio.
- Engagement: Interactive apps create a memorable and engaging experience for attendees, encouraging them to spend more time at your booth.
- Customization: Apps can be tailored to individual preferences, providing personalized information and solutions based on attendees’ needs.
- Data Collection: Interactive apps can collect valuable data and analytics about attendee interactions, helping you understand customer behavior and preferences.
- Interactive Displays: Live demonstrations of products or services to showcase their functionality and benefits.
- Video: Video on screens or monitors within the booth, highlighting key information about the company and its offerings.
- Case Studies: Printed or digital documents detailing successful projects or customer experiences with the company’s products or services.
- Credibility: Case studies provide real-world examples of how your products or services have solved problems for previous clients, building credibility.
- Trust: They can help establish trust by demonstrating your expertise and the positive outcomes your clients have experienced.
- QR Codes: Quick reference codes that attendees can scan with their smartphones to access digital content, such as product videos or special offers.
- Press Kits: Packages containing company information, press releases, and high-resolution images for media representatives.
- Whitepapers: In-depth reports or guides providing valuable industry insights or solutions to common problems.
- Rack Cards: Tall, narrow printed cards often placed in holders, providing concise information about products or services.
- Table Throws: Branded covers for tables in the booth area, displaying the company logo and enhancing overall aesthetics.
- Postcards: Small, visually appealing cards used for direct mail marketing or promotional purposes.
- Digital Forms: Survey and informational forms that can be added to the trade show support app from above that gather information from potential leads.
- Social Media Cards: Cards with social media handles and QR codes, encouraging attendees to follow the company on social platforms.
- Floor Decals: Branded stickers or decals placed on the floor to guide attendees to the booth or specific areas within the booth.
Incorporating a mix of these elements in your trade show booth strategy maximizes your chances of making a strong impression, engaging with potential clients, and generating leads. It’s essential to ensure that these materials are well-designed, cohesive, and align with your overall marketing message to create a unified and impactful booth presence.