Your Ticket to the Show: Don’t Let Them Forget

Everyone fears being forgotten. Moments are fleeting; time passes quickly, and new experiences are made every day further pushing back previous memories. It’s through pictures and the stories that we tell that allow us to keep those memories and experiences alive.  “Within one hour, people will have forgotten an average of 50 percent of the information you presented. Within 24 hours, they have forgotten an average of 70 percent of new information, and within a week, forgetting claims an average of 90 percent of it.“ Art Kohn

Previously we discussed ways to design and market your booth; now it is time to have collateral in place that ensures your company will be remembered and that your information gets into the hands of decision makers.

To help me decide what handouts to bring to the show I always follow these 3 simple steps:

1. What’s my Objective: What information do I want my visitors to takeaway with them and how many materials would I need to handout for them to obtain that information.
2. Display & Storage Space: Determine the amount of space you will have to store your supply of materials as well as how you will display them within your booth.
3. Budget: Determine the cost to print these materials as well as the cost to ship them to the conference. Make sure that this cost is included within your overall exhibitor budget.

Once you have figured out this information it is time to explore the types of materials that you can bring. For starters I always put my focus on brochures and sell sheets; these materials are the most widely used method of sharing company information. There are endless ways to craft these items; you can go with standard folds and sizes, but it is also a good idea to consider something custom. Just like your booth you want to make sure that your materials standout when thrown in with all the other collateral that the attendees will receive.

Your brochures/sell sheets should at least contain the following information:

• Company overview
• List of all services provided
• Contact information
• Link to website

It is important to mention that you do not by any means have to cram all this information within one piece. I have found that providing a catalog with overall company information/services paired with individual sell sheets focused on specific service information allows the recipient to fully understand what we do and then concentrate on an area of service that they may be interested in. Design of these materials should represent your company’s branding and keep in mind that the quality also reflects upon the image of your brand.

Knowing that my attendees now have my information, next I put my sights on promotional items. Not only are they used to draw crowds to my booth, but they also provide an additional level of marketing. A unique promo item can draw attention from just about anyone and it is important that the item is branded with your logo and web address. Consider items that the recipient may use throughout the day; pens, notepads, technology, and drinkware are just a few of the key items that I recommend. There are thousands of possibilities when it comes to promotional items and I always recommend that you think outside the box.

In my final article about tradeshows I will focus on one more key area; how to approach and sell to an attendee.

Your Ticket to the Show

Article 1: Your Ticket to the Show: Guide to Trade Show Planning & Booth Design

Article 2: Your Ticket to the Show: Marketing Your Trade Show Booth

Article 3: Your Ticket to the Show: Don’t Let Them Forget (Current Article)

Article 4: Coming Soon!