Are Paper brochures still needed on an exhibit?

The impact of digital has been very disruptive and sometimes destructive on different industries. Do you remember the old fax machines? Who uses one now-days? Print media has been another very affected industry. Looking back over the last two decades, print media is not as large an industry as it was previously, but it still exists, it is not dead. Print media has evolved and will continue to evolve with the reading preferences and needs of its audiences and the needs of its advertisers and marketers.

So, why am I talking about print media? Because one of the top visitors’ requests when attending a Trade Show is to discover all new things and trends. As visitors of any industries and without realising it, they are exposed to trends in the use of print materials for exhibition marketing purposes.

Many studies reveal that over one-half of surveyed brand marketers or exhibitors have reduced traditional channels for promotions in their exhibit marketing programs in favour of digital ones. The biggest areas impacted are the use of direct mail, or fax communications, in preference for email communications.

This trend is not as predominant when it comes to how exhibitors share information with attendees on the Trade Show floor.

According to studies organised by the CEIR (Centre for Exhibitions Industry Research) the paper still rules, 85 percent of exhibitors share printed brochures/catalogues with attendees who visit their booths. Exhibitors are listening to attendees and are responding to their wishes. Print materials as a marketing channel is still the most popular option from the attendees’ perspective, with 58 percent preferring to receive product information in the form of a printed brochure. A considerable percentage of attendees are receptive to receiving information in digital formats, though not to the extent as those preferring paper materials. Some of the reasons given are as follow:

-      IT knowledge (across generations, genders, cultures).

-      Loss of Digital info (Spam folders, computer crashes…).

-      Quick referencing (at hand, no need for a digital support).

-      Depth of information (most brochures are more detailed than their digital versions).

-      Long term referencing (digital brochures and websites are updated regularly).

When looking at how effective each information-sharing channel is in supporting an exhibit company’s objectives for exhibiting, more users of digital methods say they are effective. Nevertheless, printed brochures, leaflets, business cards given during or mailed after an exhibition are rated effective by nearly three-quarters of users.

As far as trends relating to information sharing during a Trade Show, many reports suggest that strategic use of paper and digital tactics is the key. In order to position one’s company for consideration for future and near-term purchases the exhibitors have to provide the right content in the preferred format according to their ideal prospects.

So, if you are an exhibitor, are you providing information in the relevant format for your prospects? Do you know what that is? Have you asked them? Do you have an exhibit program including print media, and does it offer what the attendees want?’ Make sure you are positioning your organization’s exhibit program for success!

After thirty years and tons of research, I believe it is so important to ensure that trade exhibitions are understood and used to leverage long term client’s relations and ultimately business growth.

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