|A recent report, released by the Center for Exhibition Industry Research (CEIR), found that the two most common methods exhibitors use to share product information at trade shows are printed materials distributed at the booth (85 percent) and emails sent after the show (70 percent). The report also indicated that attendees prefer to receive information via those same top two methods. However, when looking at the most effective methods to engage customers, results point toward digital—information downloaded to a USB and post-event emails rated best.Nancy Drapeau, CEIR’s Research Director, points out that although these results may indicate a shift to digital methods of sharing, print is still commonly used and requested. The key takeaway: A combination of both digital and printed communications may be the best way to reach your target audience. Keep reading for some suggestions on how to do both.The best ways to share product information|
It is better to be safe than sorry when deciding which methods you will use to communicate with trade show attendees. Finding a balance between printed and digital methods of communicating may be the best approach to reach the broadest audience. Here are some ways to do both:
Remember, even though communication methods are shifting toward digital, a balanced approach can help you connect with more people. By combining both printed and digital methods of sharing product information with trade show leads, you increase the chances of reaching your target audience.
“New CEIR Report Looks into How Exhibitors Share, Attendees Prefer to Receive Product Info.” TSNN Trade Show News Network. N.p., 28 Aug. 2013. Web. Retrieved 20 Oct. 2013.
“Trade Show Marketing (Part 3/3): Results Measurement.” Modern Marketing University. N.p., 8 Aug. 2013. Web. Retrieved 20 Oct. 2013.
Hoff, Lew. “Best Email Subject Lines for Exhibitor Follow-Up.” TSNN Trade Show News Network. N.p., 14 June 2013. Web. Retrieved 20 Oct. 2013.
Sprung, Rachel. “The Inbound Way to Do Trade Show Marketing.” Inbound Hub. N.p., 24 Feb. 2012. Web. Retrieved 20 Oct. 2013.
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