Despite the fact that digital marketing is booming more and more, printed marketing will always have a special place in any successful strategy, being a tangible asset for business owners who understand the importance of having a more personal contact with their customers and partners. Small objects, catalogues, brochures, leaflets, flyers, envelopes and booklets printing is easier nowadays than ever before, so all you need is some inspiration and a relatable supplier and you can start preparing your printed marketing strategy for the next exhibit in which you will participate.
Before giving you some printed marketing ideas and the reasons why you should use it, it is important for you to know that printed marketing, in general, will bring many benefits to your exhibit participation. First of all, it is a great way of attracting new customers. Then, it can be used to advertise and sell your service or product. Last, but not least, quality prints can help in building trust and brand awareness, setting you apart from the competition.
Key elements for building your ideas
A successful printed marketing campaign for an exhibition is based on four key elements that you should consider before implementing any idea: creativity, uniqueness, copywriting and experience.
Creativity is important in printed marketing because a creative brochure, booklet or catalogue will have a visual impact one whoever is reading the material.
Being unique in your approach regarding printed marketing ideas will make you different than the competition in a good way and this means you will easily stand out from the crowd.
The content of your prints should not be meaningless and useless, and this is why you should create it together with a professional copywriter, who is aware of the fact that a text should draw and maintain the attention of the reader, but also to convince the reader to buy a certain product or service.
Maybe the most important element in building successful printed marketing ideas is the experience. If you think you are not experienced enough you should definitely work with professionals who can transform a basic printed marketing strategy into a unique, creative and efficient one.
Using promotional products as gifts in exhibitions
Branded small gifts are essential when participating in trade shows and exhibits. If you want to make sure these products are kept for a long time, choose something useful for the consumer, but in the same time relevant for your brand. Some of the most popular promotional products used in exhibits, that can be printed with details regarding your business, are: business card holders, notebooks, pens, USB drives, mobile phone cases, cups and bags.
Business card holders will be used during the exhibit, as people will gather a lot of business cards from all the stands. If the space is enough, they will also use it later on in their workplace, where other people will be able to see it.
Notebooks are also another useful gift, both during and after the exhibits. The notebooks will most likely be taken back into the customer’s workplace, where other people will see it or use it.
The pen – probably one of the oldest printed promotional products – is a great marketing idea. Everyone is using one and everyone needs one! Plus, chances are the pen will end up in the hands of more than one person, which means more visibility for your brand.
USB drives, mobile phone cases and cups are the type of promotional items that people always love to receive, so make sure to create a nice design for these if you are planning to offer it as an incentive in your next exhibit.
Finally, a bag made of eco-friendly materials is always a good idea. First, because people will need some place to store all the gifts, catalogues, brochures and other things received during the exhibit, and second because nowadays people actually keep reusable bags, thanks to the environmental benefits.
Paper marketing materials
Paper marketing materials are the perfect way to say more about your business to everyone attending the exhibition. Connecting with customers and offering detailed information about your product or service are very important aspects, and this is where booklets, catalogues, brochures, leaflets, flyers and magazines come in handy.
An important element of any paper marketing material is the company’s logo. It should be visible, and you have to make sure you are using a high-resolution version that will appear well when printed. Same criteria apply for any images used in your paper marketing materials. If possible, hire a professional photographer to take photos of your product or service and team members. Real photos of your team members will have a greater impact on the customers decisions, thanks to the more personal approach.
The text used in your paper materials is as important as the images and graphics. Any creative idea is welcomed when it comes to this matter, but you should consider including three important elements: the intro, information regarding the product or service and contact details.
Through a great introduction you will be able to speak direct to your potential customers and tell them important details regarding the vision of your company. Try to focus on a single important message using the storytelling technique.
Once you caught the reader’s attention, it’s time to deliver clear and essential information on the actual product or service you are trying to sell. This part should be split in several sections, in order to maintain the reader’s attention and to make the information easy to understand.
Contact details are a no-go item that must be included in your paper marketing materials. Use a catchy phrase or create exclusive offers for the attendees and tell them how to get in touch with you after the exhibit. Mention all the available communication channels: phone numbers, e-mails, social media and websites.