Litter-ature

Coming from a company that designs and produces brochures and literature, this may seem a bit counter productive for us. But for you, the trade show exhibitor, it's good advice that can save you real dollars throughout the course of your trade show season.

You see a lot of exhibitors at shows with the misconception that they should put all their literature on the table for people to take at will. And they will have every catalog, every sales sheet on every product, business cards, you name it, within reach of the patron. A much better approach is to have one or two simple, inexpensive pieces out for the taking. A simple line card or a sheet introducing the company. By engaging the patron, asking questions and determining their interest level, YOU can decide who gets to take your catalog which may cost your company several dollars each to produce. And don't spread them out all over your table. Keep them organized in a literature holder. This makes it easier for you to patrol and keeps your booth space looking neat and organized.

The same holds true for your promotional items, which we will discuss later in this forum. Leave a few on the table. Guard them to some extent. Make someone engage you to get them. It should be worth a couple minutes of their time to score one of those fancy blinking pens with 7 colors of ink that your giving away, don't you think?

Sadly, most literature from trade shows becomes litter (hence the title of this entry). Don't believe me, walk around the immediate area surrounding your booth. See a few flyers on the floor? A couple of your sell sheets laying on the table in the next booth? Your beautiful catalog resting on top of a half eaten hot pretzel in the trash can at the end of the isle? Frankly, I believe most attendees collect literature to prove that they actually went to the show rather than sitting at the hotel bar all day. So be selective. You'll save money on your literature and you'll likely know that those who left with some are at least moderately interested in your company.