A trade show is one of the best opportunities to showcase your brand, connect with potential clients, and generate leads. But with dozens, sometimes hundreds, of competitors vying for attention, how do you make sure your booth stands out?
It’s simple: you’ll need the right trade show marketing materials.
Printed materials help you attract attendees, reinforce your brand identity, and leave a lasting impression long after the event ends. Well-designed marketing pieces can turn your booth into a must-visit destination instead of just another stop.
Want to make the most of your next trade show? Our Reno, NV, print shop breaks down the essentials for a standout presence.
Table of Content
Why Printed Marketing Materials Are Crucial for Trade Shows?
Essential Print Marketing Materials for a Trade Show
Digital Print Marketing Materials: A Hybrid Approach
Tips for Designing High-Impact Trade Show Marketing Materials
Why Printed Marketing Materials Are Crucial for Trade Shows?
A trade show print strategy can enhance your digital efforts by creating tangible connections with clients. Here’s how:
Lasting Impressions
Trade show attendees interact with multiple brands in short succession. A high-quality brochure, flyer, or catalog gives them something to remember you by after the event.
Immediate Impact
Bold, professionally designed signage, banners, and posters help draw attendees to your trade show booth in a crowded exhibit hall. With the right visual elements, you can turn casual passersby into engaged visitors who want to learn more about your brand.
Better Engagement and Conversions
While digital marketing helps drive awareness, print materials allow for direct, in-person engagement. Potential customers who leave your trade show booth with a well-crafted brochure, product sheet, or discount card are far more likely to follow up. The more memorable and valuable the material, the better your chances of converting that lead into a sale.
Essential Print Marketing Materials for a Trade Show
Now, let’s go over the must-have print marketing materials you’ll need for your next exhibition:
Business Cards
A business card is one of the simplest but most effective trade show marketing tools. It’s small, easy to hand out, and keeps your contact details in the hands of potential clients.
It’s important to design your business card to be simple and clear. Stick to the essentials—your name, job title, company name, phone number, email, and website. You can also consider premium finishes like matte, glossy, or embossed designs for your trade show marketing items.
Brochures and Flyers
Brochures and flyers allow you to share detailed information about your products or services in an easy-to-read format. Nearly 9 out of 10 people engage with flyers to some degree, whether by keeping them, sharing them, or simply viewing them.
Avoid cluttering your brochures and flyers with too much text. Instead, use bullet points, engaging visuals, and high-quality images that reflect your brand.
The format you choose should depend on the complexity of your offerings and how much information you need to convey. If you have a range of offerings, a tri-fold or booklet may be best. For quick highlights or promotional content, you can go with a simple one-pager.
Keep in mind that attendees will likely collect multiple brochures from different trade show booths. By making yours visually appealing and easy to skim, you increase the chances of it being read later on.
Banners and Signage
A great-looking banner can make your booth stand out from across the room. Well-made signage attracts trade show exhibit visitors and sets the tone for your brand.
There are different types of banners to consider depending on your trade show booth design:
- Retractable banners are portable and easy to set up.
- Pop-up banners are great for showcasing product images or brand slogans.
- Tabletop banners work well for smaller booths with limited space.
Regardless of the type, your banner should feature bold branding, high-resolution images, and clear messaging that can be understood at a glance.
Posters and Infographics
Posters and infographics can showcase your brand’s mission statement, key selling points, or customer success stories at a glance. The trick is to use large, readable fonts that can be seen from a distance.
Keep the focus on one message- don’t overload your poster with text. Incorporate high-quality images, charts, or graphics to break up text and make the information more digestible. Also, always remember to place posters at eye level to maximize readability.
Trade Show Catalogs and Booklets
A trade show catalog is ideal if you have multiple products or services to showcase. It provides attendees with an in-depth look at your offerings.
An effective catalog should include a clear table of contents for easy navigation. Use high-quality images to showcase your products or services and add compelling descriptions highlighting the benefits. Including testimonials or case studies can also help build trust and credibility with potential customers.
Promotional Giveaways and Branded Merchandise
People love free stuff. Research shows that 89% of people who receive promotional products remember the advertiser for up to two years. That’s a powerful marketing tactic that keeps your business top of mind long after the trade show ends.
An effective giveaway hinges on choosing practical trade show materials that align with your brand. Tote bags, for example, are always a hit because attendees can use them immediately to carry other trade show materials.
Beyond just handing out freebies, think about how to tie them back to your business. A QR code on a giveaway item can link to a special offer, a digital catalog, or an exclusive trade show deal.
Printed promotional materials with a purpose—like a high-quality notebook for professionals or a reusable water bottle for a fitness brand—enhance brand perception and make your company more memorable.
Presentation Folders
A presentation folder is a great way to keep all your marketing materials organized while giving attendees a professional package they can take home. Rather than handing out loose brochures and flyers, you can place them inside a branded folder.
What you include in the folder matters. At a minimum, it should contain a business card with clear contact details, brochures or flyers outlining your products or services, and product information sheets. You can also include a personalized welcome letter for a thoughtful touch.
Coupons and Discount Codes
Trade shows are a great opportunity to drive post-event sales. A well-placed coupon or discount code can be the push people need to make a purchase, schedule a consultation, or try out your services. In fact, 62% of US consumers actively search and use promo codes, discounts, or coupons when making online purchases.
Printing discount codes on business cards, flyers, or brochures make sure attendees leave with a clear offer in hand. To create urgency, set a clear expiration date and highlight any added benefits, such as free shipping, a bonus gift, or a percentage off their first order.
Digital Print Marketing Materials: A Hybrid Approach
Combining print with digital makes it easier for potential clients to interact with your brand both at the event and afterward. By integrating technology into your trade show materials, you can provide instant access to additional content, streamline lead collection, and make your brand stand out.
QR Codes
A QR code on a business card, brochure, or banner can link directly to a landing page, product demo, digital brochure, or special event offer. Trade show attendees can scan the code with their phones and instantly access more information without needing to carry extra paperwork.
NFC-Enabled Business Cards
Near-field communication (NFC) technology allows attendees to tap their smartphone on a business card or promotional item to instantly pull up your website, portfolio, or contact details.
Augmented Reality (AR) Features
For brands looking to make a strong impression, AR can transform traditional promotional materials for events into interactive experiences. Attendees can use an AR-enabled app to view 3D product models, watch explainer videos, or access animated content.
Tips for Designing High-Impact Trade Show Marketing Materials
Trade shows are fast-paced environments where people are bombarded with information, so your print materials need to be clear, visually appealing, and memorable. Here are some design tips to help your materials stand out, brought to you by our printing services in Reno.
- Keep branding consistent. Use the same colors, fonts, and logos across all print items.
- Use high-quality materials. A glossy, well-printed brochure feels more professional than a flimsy, low-budget one.
- Make it visually engaging. Use bold colors, clean fonts, and compelling images.
- Highlight important messages. Don’t clutter your materials with too much information.
- Include a strong call to action (CTA). Whether it’s “Visit our website,” “Claim your discount,” or “Book a consultation,” make it clear what attendees should do next.
Need Printed Materials for Your Trade Show?
Trade show marketing materials, as diverse as they are, collectively contribute to the overall success of your business. Planning and designing your materials carefully will help you make a strong impression, increase engagement, and turn trade show connections into real business opportunities.
At Digiprint, we provide premium printing solutions to help your brand shine at trade shows and beyond. From eye-catching signage to custom promotional materials, we’ve got everything you need to attract, engage, and convert attendees.
Contact us today or visit our website to get started.
