I wanted to touch upon how digital/social media can be an
effective way to lower your shows carbon footprint. Printed materials have
always been the hallmark of doing business when face-to-face at a show, but more
times than not, companies print more than is needed. The result, it will be
thrown out at the end of the day. The way to remedy this waste of paper would be
to have your company starts to convert some of your physical promotions into
digital ones. This change would not only allow you to increase your
opportunities to be found, but also help the environment in the process.
Below are some reasons and examples why going digital is good for
the environment, your business and your show.
1. Less Materials Made - Less Thrown Away
Most booths at a show generally have some type of handout to give
attendees and media when they stop by. They can be news releases, brochures,
sell/spec sheets or just a flyer, all of which are helpful, but will eventually
find their way to the nearest waste basket. By publishing some of this
information online, either by emailing a link out to your customers before the
show starts or you can take down information of customers/attendees stopping by
your booth and follow up with them after the show.
2. Digital is quicker to produce and is infinite and evergreen
Creating digital and social media is generally a quicker process
than designing print materials. One of the hardest things to do for a show is
estimating how many of flyers/handouts you need so that you don’t run out.
Result, you generally end up with extra inventory, which is also a company
expense. With digital content, your scale is infinite because creating it once
is enough for everyone to be able to share and socialize it with as many people
as you want. Also, if you make a mistake, you can easily update it.
3. Print, Pack, Ship — Unpack, Pack, Ship
We all know this scenario. There are many printed materials that
you can now make digital. While you may feel this will decrease your footprint,
just think of the financial savings, and “no back pain”, by having less to ship
4. Tracking your marketing materials
You can add a link or QR code on your printed materials which
will allow you to know when someone used it, and when they did that specific
action. However, if your materials are digital, you can know how they got to
your site, how long they were there, what they clicked on, and what other pages
they visited. When your information is digital, you can get a lot more
information about a customer/attendee, while allowing them to also get more
information about your company.
5. Less to carry for the attendees and media
We are seeing a growing trend with show organizers who want to be
able to send everyone attending the show more information before it starts. Some
of our show partners have moved away from printed show directories and press
kits in favor of mobile apps and using an online newsroom as they are easier to
produce, create less waste, provide a better experience and can cost less.
6. BONUS! – It will always be online, so it can be found,
discovered and shared
It will always be online and can be easily found, discovered and
shared! Most printed materials are great resources of information outside of
shows, but unless someone stops by your booth, they can’t get the information.
If you publish your news and info online, anyone can find it before, during and
even after the show. It is Evergreen!
At the end of the day, you need to do what is best for your show
and/or company. Today, most people are expecting some of your information to be
online in some capacity whether it’s your website or through a social network.
Between Facebook, Twitter, Pinterest, LinkedIn and many more, there are a lot of
free tools you can use out there that will help your marketing initiatives and
Please just make sure to compliment your physical presence with a
digital one, and think twice before hitting that print button.
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