Should I Give Away Literature at My Trade Show?

This is probably the most common strategic question that an exhibit marketing professional faces. When asked for my opinion, my reply is “reluctantly”.

The biggest problem with literature in the booth is not the cost, weight or other logistical problems, it is that the “do you have any literature” line coming from a prospect is the worst blow off that a booth staffer can get. Once the literature is handed to the attendee, it is very difficult to keep the conversation going. What’s more, a large portion of the literature ends up in the convention center trash cans.

You do need to have some literature available in the booth but you can extend a conversation and gather much more critical information from the prospect by offering to deliver or send the literature after the show. You come away with a completed lead card and have the opportunity to schedule a follow-up call or visit. Providing literature in the form of a DVD or other digital media has more perceived value and is more likely to be taken back to the office than traditional printed pieces.

Using this approach reduces costs in shipping, drayage, rental of literature racks and helps the environment by reducing the amount of brochures in convention center trash cans. We can help! Let’s Talk.