Go Digital!

Posted by Bill Barrett in Planning, Tips, Trends

Printing brochures and flyers for trade shows is expensive and there is no guarantee that all of them are going to be used. Going digital minimizes print waste and is a cost effective way to communicate with trade show attendees. Candy Adams discusses various innovative digital tactics that you can incorporate into your trade show, in her article, “Read All About It.”

• Value-Added Business Cards. Business cards can be used for more than a tool for housing contact information. Leverage your business cards to market your products or service by including a link to a page where your marketing materials can be downloaded and printed. As an added incentive, include a limited-time discount or some other call to action as a reward for visiting your website and learning about your products and services.
• Reusable Flash Drives. Brochures and flyers tend to pile up on trade show attendees. Minimize the risk of your marketing materials being thrown away immediately after a show by uploading brochures, PDFs, photos and videos to a branded flash drive. Not only can attendees review your information repeatedly after a show, but they also have a giveaway with your name on it. Keep in mind that some people may empty the device and use it for something else, but at least your brand is on it.
• Proximity Marketing. Integrate Quick Response (QR) codes into your trade show exhibit. QR codes can be easily scanned using free apps on smartphones and can link visitors to your marketing materials. Have print materials or other options on hand for those who don’t have QR code scanners or smartphones.
• Interactive Kiosks. Incorporate tablet kiosks into your trade show booth. This is an innovative way to share information with booth visitors. Be sure to include a form that collects personal information to allow you to follow up with them after the event. A major advantage of this is visitors can use the tablet kiosks on their own without having to speak with a staff member, which is ideal for those in a hurry or if your are understaffed.
• Lead-Retrieval Systems. Leverage the event’s official lead-retrieval system or a third party system to enable visitors to request post show follow up literature. Typically, these systems allow users to select how they would like to receive information – by mail or email.
• Post-Show Email. Follow up your show with a post-show email to your potential leads. Be sure to thank them for visiting your booth and provide necessary links. Sending an email reduces the cost of printing and shipping letters through the mail. Additionally, follow up emails give you the opportunity to provide your leads with new information about products or correct any information that may have been incorrect at the event.

Read the full article.