The Power of a
Well-Designed Handout

The interactions with attendees at trade shows are often short-lived since most of them have a lengthy list of contacts and booths to visit. Hence, they are usually in a rush when they visit your exhibit. As a result, you have a limited amount of time to leave an impact and convey your story.

Providing printed materials while conversing or in passing can be beneficial. This way, attendees have something to peruse when they have the opportunity to decompress and debrief. Additionally, it gives you a second opportunity to grab their attention.

A well-designed brochure connects you and those who visited your booth, allowing you to remain in their minds even after they leave. A trade show brochure should clearly communicate what you offer, how you can assist, and the necessary actions to benefit.

In addition to visual appeal, conveying a clear message is essential for earning a second chance to capture the attendees' interest. There are several fundamental components that you must include to ensure that your trade show brochure is effective.

19 years of combined self-storage experience

Senior Marketing Strategist Anthony Aguilera

About The Team

Hook Your Reader's Attention Early

The cover of a trade show brochure is the first crucial element readers notice. Since people are typically drawn to graphics and photos, including visually appealing and exciting images on the cover is critical for an effective brochure. If the cover fails to pique their interest, the reader is not motivated to explore further, and the brochure is more likely to end up in the trash.

One way to create an appealing brochure is to understand your target audience. By gaining insight into the readers' minds, you can determine the types of images that will captivate their attention and encourage them to look beyond the cover page.

Working with a talented graphic designer is also beneficial to ensure that your vision is transformed into a dynamic and visually appealing brochure that engages readers rather than being discarded.

Lastly, ensure the brochure's design is consistent with your company's branding and trade show exhibit design. Any marketing materials created for the trade show will only increase brand recognition if they are unmistakably associated with your brand.

Help Solve Your Reader's Pain Points

When you offer readers your brochure and they show interest, they are likely asking themselves, "How can this business benefit me?" Addressing this inquiry is the second crucial component of an impactful trade show brochure. The brochure must be pertinent to the reader to be effective.

As such, the brochure should provide more than just information about your company and its products or services. Instead, concentrate on meeting your audience's needs by clearly explaining how you can assist them.

Customers are generally interested in understanding how your services can save them time, money, or both. They want to ensure you can address their problems or requirements better than your competitors.

Make sure to communicate to your reader precisely how you can assist their business needs. Therefore, your brochure's content should narrate how you can support them.

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Display A Prominent Call To Action

Remove any hurdles and guide the reader on the steps to continue their journey and obtain the desired benefits. Your ultimate objective should be communicated through a transparent and appealing call to action. Reiterate what you can offer and inform the reader that taking action is the initial phase towards realizing the advantages you provide.

Call-to-action design is significant; ensure they are bold, vibrant, and attention-grabbing. Additionally, it is vital to delineate the steps the reader must follow to carry out the suggested action. For example, if you intend for the reader to contact you, your call-to-action should explicitly mention this, with subsequent text offering various contact options.

A straightforward approach to achieving this is incorporating elements that facilitate easy online access to more information. For example, a QR code could direct readers to your company's website to explore videos, testimonials, and additional content at their convenience.

Go Pro With Your Trade Show Brochure

You can always enhance your trade show exhibit and presence to attract more visitors and maintain their interest. A thoughtfully crafted brochure serves as an excellent means to achieve this.

It offers additional details about your organization that may be challenging to convey during a brief conversation and establishes a link between you and the attendees you encounter. This connection could result in forming new business connections and relationships and acquiring new clients.

At Lab Coat Marketing, we specialize in crafting professionally designed marketing materials, including handouts, brochures, websites, and more. If you're looking to enhance your marketing efforts or require expert assistance in graphic design, we invite you to get in touch with us. We're eager to discuss the optimal ways to address your business needs and help your brand thrive.

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