Disseminating Information to Trade Show Visitors
If we take the latest CEIR
Digital Playbook Study at face value, we may be taking one step backwards in
an attempt to green exhibit practices. This study focused on the
dissemination of information through collateral materials.
The study found that the
two most common methods of passing along product information were first
brochures and catalogues followed by a post show e-mail. The study confirmed
that these practices were closely aligned to attendees needs for receiving
The second finding
revealed the top two digital methods of passing along information were
downloading information to a USB and sending post show information through
Before you increase your
brochure order for your next
trade show, there are some questions to be asked.
Although CEIR reports
that attendees like brochures, does this mean all attendees want excessive
amounts of print material. My guess is the answer is “no”. It is cumbersome,
heavy and difficult to sift through after the show.
Do piles of
brochures distract your booth staff from their ability to engage
visitors in meaningful conversations? The answer here is “yes, they often
Do casual visitors want
information about your products? The answer is “probably not”. The visitors
who need the most information are those with a serious interest. This is
uncovered when one of your booth staff takes the time to engage them in a
The CEIR report indicates
there is a need for high value information at the booth. However this does
not means any and all information but specific information that serious
visitors can take and use in order to help them make informed decisions.
Here are some suggestions
for improving the return on your collateral investment at your next
1. Don’t take an
excessive number of brochures and catalogues.
Calculate a realistic number so you can distribute them to visitors who have
a serious interest rather than everyone who stops at your booth.
2. Display your
brochures tastefully and professionally. When
you are planning your display, consider how your brochures will be
presented. Placing them in piles is a waste of space and often creates
clutter. Simple vertical display racks are often the best bet.
3. Plan for
storage of extra brochures. You are not going
to display all your collateral at one time. Budget how many you need for
each day and then store the remaining inventory either on or off site.
4. Don’t make
brochures easily accessible. Keep them away
from the front of your booth. Having them there is an invitation for
everyone to take one and keep on moving. A better approach is to have them
discretely placed near the rear of your booth so your staff can decide which
brochure is best for a particular visitor.
5. Train your
staff. Ensure that your booth staff
understands that collateral is a tool they can use to move a prospect to the
next stage in the selling cycle. Before they hand a catalogue or brochure to
a visitor, they should have an idea of who the visitor is, their level of
interest and an indication on what information will be most useful.
6. Give the
visitor a choice. Not all visitors want print
material. Have your booth staff ask visitors how they would like to receive
information (hard or soft copy).
follow-up information. In return for a
brochure you are entitled to know where it’s going and how you can service
the visitor after the show. The key responsibility of your booth staff is to
ensure they collect enough meaningful information so that you can follow-up
in an appropriate manner.
The CEIR report is an
important tool in your exhibition planning. This particular study indicates
that there is a need to give and receive information but with these seven
helpful hints, your efforts will be greatly enhanced.