How to make your trade show marketing stand out in a crowd

Drew Burns
18 minutes ago
3 min read

The AOE Graphic Design Practice Group recently did a deep dive into what makes the best-performing marketing collateral for tradeshows. We've all walked into a trade show, conference, expo or industry event and felt overwhelmed by a sea of logos, taglines, slogans and brand campaigns vying for our attention. But what truly captures people's interest? What effectively communicates the technical information our clients need to share?

We reviewed different resources and reports from a variety of sources and have compiled some tips that will help you stand out from the competition, even when they are in the same room.

Flyers, brochures and handouts

Avoid overloading your booth with too many handouts. Stick to one or two key pieces that provide an overview of your organization, services or products. Keep your messaging simple, visuals clean and directions clear on how to get more information on certain topics. For more detailed topics, products, events or services, consider a stand-alone handout.

As your team develops your messaging and copy, make sure you lead with the solutions you offer to your audience’s problems. Understanding your audience is key when creating sleek and impactful promotional items. To learn more about developing your audience background, check out our blog post on the subject.

Case studies and technical resources

In industries like construction, pairing technical resources with case studies is an effective way to convey complex information. Case studies illustrate how your solutions work in real-world scenarios, making them relatable and impactful. For in-person events, keep these resources concise (1-2 pages). Include a QR code or link to direct attendees to more in-depth information online.

Banners and displays

Standing banners are versatile, easy to transport and deliver a strong visual impact that can be used in a variety of spaces. Choose imaging that aligns with your key messaging, as these images are often the first thing someone looks at. To maximize flexibility, consider creating a "top-half" version of your banner for smaller spaces like tabletops. Another way to stand out from the crowd is by incorporating lighting to highlight your banners or display pieces, making key messaging pop.

When it comes to trade shows, color psychology can play a key role in getting people to your booth. In fact, 76% of trade show attendees enter an exhibit because something caught their eye from a distance (xs-worldwide). While you should always start with your brand colors, incorporating accent colors within booth collateral development can evoke certain emotions for attendees. The Institute for Color Research has found that the following colors can generate the corresponding feelings:

Blue: trust, security
Green: health, tranquility, nature
Red: urgency, excitement
Yellow: optimism, warmth

Preshow postcard mailers

Snail mail is making a comeback! With in-person events, sending out a preshow mailing is a great way to get attendees to identify your brand before they even get to the event. These should be friendly, introductory, direct people to your website and could even offer an incentive for stopping by your booth. Don’t have the budget for a mailer? No problem; this could easily be done as an email campaign as well.

Creating impactful trade show collateral requires a thoughtful approach to messaging and design that differs from other online or in-person marketing efforts. At AOE, we specialize in helping businesses like yours stand out in competitive environments. From brochures and banners to case studies and preshow campaigns, our team has the expertise to craft marketing materials that resonate with your audience and drive results.

Ready to elevate your trade show presence? Visit aoeteam.com to learn more about our services and how we can help you make a lasting impression at your next event.

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