Hitting A Trade Show Homerun

Trade shows are one of the most important marketing strategies that many companies use. Most companies exhibiting at trade show spend considerable time and money on their trade show booth. They understand that trade show attendees can be drawn to their booth with a little pre-show hype.

Most trade show attendees are what real estate people call “lookielews”. They enter the convention hall and are overwhelmed by the number of exhibitors and the variety of dog and pony shows going on at the same time.

A very effective way to get qualified old customers and potential new customers to visit your booth is with a well targeted inexpensive postcard or invitation prior to the show. It’s a good way to tell them about the new products or services that you will be offering. As a bonus, you may want to offer a discount or free gift for responding to your invitation.

For the best effect, your postcards should be printed on heavy 14 or 16 point coated 2 sides (C2S) card stock. They should be printed on both sides and have a UV gloss coating or aqueous matte coating on at least one side. Cards are available with lighter stocks and without coating but those do not look or feel as good as cards printed on heavy stocks with coating. The prices for a lower quality card may not be substantially lower. What is more important is value rather than price.

Getting potential customers into your booth is only the first part of making a sale. A brief friendly noninvasive few questions is essential. Then once you have a potential buyer, it is a good idea to have a very well thought out flyer or brochure that explains the benefits and features of your product or service. Something that they can take with them to remember you. It is important to make sure it explains how your products or services will improve their life.

The attractiveness and quality of the flyer or brochure is as important as the quality of the booth in perpetuating the correct message about your company and you as its representative. Attention should be paid to design, color, crisp sharp photos and graphics as well as the weight and finish of the paper.

With state of the art technology and the availability of gang run printing, the costs of printing a brochure is actually cheaper today than printing the same brochure ten years ago. Full color with aqueous coating on 100Lb coated text paper should be a minimal standard for acceptable quality on all trade show handouts.

Many companies with large product lines often introduce their new catalogs at a major trade show. Frequent buyers look forward to seeing the new lines and products being offered in a new catalog. For many buyers, there is true anticipation and excitement in receiving a new catalog. It offers you opportunity to expand and increase your business.

Some companies use a presentation pocket folder for press or promotional kits to add to their marketing strategy tools. The folders can be printed full color on 12 or 14 point card stock with UV or aqueous coating. These folders generally have two 4 inch pockets with a slit for a business card to be inserted in the pocket. One pocket can have an impressive letterhead on quality stationary paper with a full color logo. These letters can be personalized or modified to fit the individual need and a message can be printed using your office printer. The other pocket can contain a catalog, flyer or other sales and marketing literature.

Another way to be remembered after the show is with a well designed poster give-away. Everybody loves posters. They get put on walls and if they are done well, sometimes they even get framed. You can’t get better name recognition and branding than with an attractive poster hung on a customer’s wall. Posters come in all sizes from 11 X 17 to 25 X 38. They should be printed in full color with a aqueous coating on 100Lb gloss book stock.

Although trade shows can be an overwhelmingly busy experience to attendees, one way to give them a lasting memory of you and your company is to present them with the most attractive high quality sales and marketing literature you can.There are a number of online companies that can provide these services. Keep in mind the lowest price is not always the best value. It’s a good idea to plan early and contact them by email or a phone call. Request samples of their work and be aware of their response time and willingness to work with you. Get a feel for their customer care. If every time you call, you get a different rep you may want to consider a more personal relationship. Remember most jobs go without a hitch but when there is an unforeseen problem, that’s when you can really tell a provider’s worth. The indicators should be sought before you decide on who will get your business.

The purpose of trade shows is to increase sales and attract new customers. You can achieve this with powerful advertising, sales and marketing literature. Want to hit a homerun? Then make sure you are prepared and ready when you are up to bat.

For free samples and more information about trade show printing, go to: http://www.colorprintingpros.com