Which Advertising and Communicative Materials to Distribute in a Trade Fair? What Is Kept and What Is Thrown?
You Could Distribute Literally Anything. But What Works? What Does Not? Here Are Few Insights We Gathered During The Latest Milan Design Week
Tradefairs, shows, events, these are the places where you would want to reach people, and where you want and need to be separated from the rest of the crowd, among thousands of exhibitors you want to be remembered, and therefore you want to distribute some communicative material. But what works? How they work? and What works best?Bags and Shoppers: Size matters: When it comes to bags, the most important aspect is its size and when you get them. Materials, printing quality and anything else comes last. Bags should be distributed during the entrance of the event so that all other materials could be put inside. They work; people carry your bags from one place to another, advertising your image or brand identity. The bigger the better, because smaller bags end up being folded and thrown inside other bags. However, in any case, they are kept.Post-card sized flyers are very common, however they work best when there is a good amount of graphic design. Otherwise, they are the first to be thrown during packing. Most of them are not actual post-cards. If they are actual postcards, they are usually kept more longer.Non-standard sized materials, leaflets and brochures are also common, in these case if the material is interesting, it is kept, otherwise immediately thrown away. So what makes these materials interesting? 1. Product Information. 2. Contact Information. 3. Graphic Appeal. Anything else, especially long texts, make the brochures boring.Big, bulky magazines and leaflets are popular only and only if there is a price-tag on them: i.e. even if you do not sell them, write a price on them so that people know they are throwing out money. They are good for advertising, but their lifespan is one of the shortest. Only a few of them with exceptional graphics contents are kept.Sticker distribution is usually forbidden in the street, but they make good viral material only & only if people would actually be sticking them some other places. However, people are not naughty as the exhibitors would expect, so these goodies goes to sticker lovers and kids. Bookmarks are interesting for some of the audience but only and only if they are really nicely made. Otherwise, they are not even picked. This principle also applies to all non-standard material. People usually keep standard size materials more often as they could be grouped or stacked together, otherwise they create a mess.CD's are good for sharing with press members, however they are costly and no one checks them when people are back from the event. They should only be distributed to press members, and indeed they must be distributed to press members; contents should include high-resolution images, interviews, text, logo and information about products.Some companies distribute better looking, well made gifts, these are usually best for being picked-up, they are usually never thrown and find their ways to homes, however they are slightly costly. For advertising value, they should also include contact details and image of the products or company so that people will remember what they were selling or marketing during the event.Foodstuff is nice, everyone likes them and everyone pickes them, then people eat them, and throw them around. They only work, if they are distributed with a flyer or additional communicative material; i.e. the foodstuff acts as a bait so that people could be given flyers while they are picking the foodstuff. Make sure it is delicious!.Spins are indeed great, however, you need to make sure that your brand is already well-known, otherwise include a website address which they could visit, repeating your graphic identity also helps only and only if your identity is very visible in the event. Otherwise they are just costs. Spins have a very long life-span and they will be kept longer than most of the items, but perhaps by the younger audience or the kids of the audience. What works best is a well-designed business card. A well designed and well made business card with standard dimensions will be most likely to be kept, however here are my insights for cards designs during event: cards should include a person-contact. (It does not make sense to give a public contact address to people who have made all the way to visit your stand) make sure that the brand or a key product is also featured so that people will remember your brand. The quality of your cards will be associated with the quality of your brand.Exerpt:Tradefairs, shows, events, these are the places where you would want to reach people, and where you want and need to be separated from the rest of the crowd, among thousands of exhibitors you want to be remembered, and therefore you want to distribute some communicative material. But what works? How they work? and What works best?Bags and Shoppers: Size matters: When it comes to bags, the most important aspect is its size and when you get them. Materials, printing quality and anything else comes..
Which Advertising and Communicative Materials to Distribute in a Trade Fair? What Is Kept and What Is Thrown? Images: