Trade Shows Are Back! 5 Print Channels to Use

Trade shows have been a staple of businesses’ marketing strategies for decades. While these in-person events declined during the pandemic, they are now on the rebound, allowing companies to take advantage of fresh, new opportunities. With 82% of trade show attendees having buying power, it’s easy to see why businesses are excited.

Preparing for a trade show means opening the marketing toolbox and making the most significant impact, including print. Here are five powerful trade show marketing tools you should have at the ready.

1. Signs and banners. Eye-catching banners, posters, and signs can create a memorable impression and help your booth stand out in a sea of competitors. High-impact, large signage tells your brand story even from considerable distances. You can even customize and tailor your graphics to each trade show you attend.
2. Marketing collateral. Collateral such as brochures and flyers can be distributed before and during the event, providing attendees with the detailed information they can take with them. Make sure to include a clear call-to-action on each printed piece.
3. Promotional items. Branded apparel and products such as pens, notepads, and keychains can constantly remind you of your business long after the show. They also are highly effective at bringing people into your booth. According to Princeton Marketing, 52% of attendees are more likely to enter an exhibit if you offer a giveaway or freebie.
4. Direct mail. By sending targeted and personalized mailers before the event, you can create anticipation and excitement around your presence at the show. Print evokes a sense of credibility and trust, which makes it particularly effective for high-ticket products or services. Use direct mail for post-show follow-up with booth visitors, as well.
5. Multichannel marketing. Combining print and digital marketing tactics can be highly effective in promoting and following up after trade shows. For example, send attendees a physical brochure or catalog before the trade show and follow up with targeted digital ads and email campaigns afterward.

Have a trade show coming up? Don’t miss the opportunities to promote your booth, create excitement, and maximize post-show follow-up using various printed materials.