Tradeshow Brochures

Think about all of the time and money spent developing four-colored brochures and handouts for a tradeshow.

Now think of all those brochures that never make it out of the exhibit hall, that never make it back to the attendees office, that get tossed in the office trash or that get filed in the office, but never see the light of day again.

It’s enough to make you wish you were in the printing business.

Lest you think that it is only your visitors that throw your material away, you need to understand that your own staff throws a lot of your brochures and handouts away. Why?

Because they would rather toss them than have to lug them back to office or to ship them back to the marketing department, who might think they didn’t do their job by handing out enough of them.

The Tradeshow Superstar only gives brochures and handouts to qualified prospects or customers who are really interested in them. If you put your brochures out on a table or stand, you are inviting the Garbage Collectors to take them and to take up your valuable time.

Here are ­­6 suggestions you should use to gauge the quality and effectiveness of your brochures and handouts:
5 of 6 - Product brochures are more often than not “feature” oriented rather than benefit oriented.

Some Tradeshow Superstars don’t give any brochures or handouts to visitors during the tradeshow itself. Rather they use the brochures and handouts as a means of following-up with the visitor after the tradeshow is over.

From "How To Be A Tradeshow Superstar" by Michael T. Curtiss, CEO Thunderbird International Group

For additional information on how to be a more successful tradeshow exhibitor go to TradeshowMentors.com

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