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Trade Show Handouts that Stick Around after the Party is Over
Trade Show Handouts that Stick Around after the Party is Over
by Rick Hendershot, Trade Show Tips
Full color printed materials are by far your best bet when it comes to a
trade show handout. But how do you maximize the impact of such a traditional
item?
You've spent the bucks on staff training, awesome graphics, and a killer
display. The traffic is pouring through your booth. But will they still remember
you tomorrow?
Let's face it, you only have two chances to make your message stick with your
booth visitors: your follow-up strategy, and your handouts. Will your handout
make it past the waste basket? Is it an integral part of your follow-up
strategy?
Let's be clear here. We're not talking about handing out sexy things like cds,
yoyos, ball caps, t-shirts, or beer mugs. Those things have their place, but
this is not it. Right now we're talking about getting a piece of product
literature into the hands of your prospects and hoping it doesn't get chucked
into the garbage can just outside the exhibition hall.
Why product literature?
Product literature is always the "go to" handout because printed pieces of paper
or card stock are CHEAP. And done right they can be more effective, have more
staying power, and certainly communicate more about your actual product than
things like hats or pens.
So what makes a memorable piece of product literature -- one that a prospective
customer will keep? Here are a few suggestions.
First, graphic design matters. Don't just do a cheap one colour flier. And don't
do an expensive multi-page brochure. The first one is "underkill", and the
second is "overkill". Do an attractive, simple advertising piece that has catchy
graphics and a clear statement of "the pitch".
Use full colour. Use a striking photograph. Create a striking headline. And
don't just do a description of the product. Create a "benefit-rich" statement
that focuses on some significant customer-oriented benefit of your product.
For example, you can create a headline that says
"6' Front End Loaders from Mega Loaders"
or you can say,
"Get the Job Done in Record Time for Half the Price"
Which one would you look at?
Second, "content" matters. By content we mean the pitch...the offer. Create an
offer they cannot refuse. Give something substantial away if they fill in an
inquiry form. Or tie your offer in with your website. Create a valuable special
offer they can only access online. Put it in the form of a "valuable coupon",
something like this:
"Get $40 off your next purchase when your register on line."
This encourages your prospect to keep the handout, and also encourages them to
respond by going to your website and having another close look at your special
offer. What could be better? An automatic followup strategy.
Give them something they will keep. Often a business card is the best. Everybody
keeps business cards. Often we keep them long after the person has left the
company or the company has ceased to exist. Most of us have a little (or big)
pile of business cards. And some of us have a drawer full of them. A few of us
even have them carefully sorted in a Rolodex.
Make your business card stand out from the crowd. Spend a little extra and do it
in full color. Put a photo of your product on it, or use a striking photo. This
says "credibility" -- "this company is for real".
In other words, business cards -- especially full color cards -- are good. You
might even consider a "double whammy" full color perforated post card / business
card combination. The 3.5" x 6" (or whatever) postcard contains a coupon type of
offer, and the attached (perforated) business card can be easily (and neatly)
torn off and kept in your pile, drawer, or Rolodex.
Remember, make your printed handouts memorable, creative, and substantial and
enough people will keep them to pay you back many times over for the bit of
extra time it takes.
Rick Hendershot is a marketing consultant, writer, and internet publisher who
lives in Conestogo, Ontario, Canada. He is president of
Linknet Promotions and
publishes Linknet News.
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