Trade shows are important for growing your market share as well as brand awareness. Seventy-four percent of consumers say they were more likely to purchase products after engaging at branded event marketing shows. When conjuring up brand materials that will wow potential customers, there are a few things you need to consider.

  • Branding
  • Keep it simple
  • Marketing Materials
  • Common Mistakes


Successful branding should deliver your company’s personality and act as an invisible employee luring potential new clients to your stand. When coming up with branded materials, try to think about the branding as an actual person with a distinct personality. This will help you create branding that will excite people and intrigue them into talking to your marketing team. Getting someone to your booth is crucial as it is reported that 71% of companies make successful connections with face-to-face marketing at trade shows.

Your branding should be transferable to all of your trade show materials, from business cards to display posters.The branding should highlight the message you wish to convey while simultaneously making sure you stand out from the crowd. In fact, 48% of exhibitors say that having an eye catching stand is the most successful way to draw in crowds.

Marketing Materials

While great branding will help people remember your company, it is also essential to ensure that your company’s name and vision will not get lost by overcomplicating your branded trade materials. Using too many graphics or including too much text can mean your company name and message will be lost on the materials themselves.

Keeping it simple, yet still maximizing your booth, is one of the most vital things you can do.

Graphics used should be easy on the eye and draw focus to the company name and mission statement rather than distracting the customer with irrelevant information. As people walk past your booth, they will glance over… so a snappy tagline and a couple of bullet points should be enough to entice them to speak to booth representatives. Long paragraphs of text, on the other hand, are likely to be too much to digest and the customer will continue walking past.

It is also important to consider the font while creating your display posters. Snappy taglines and the company name can be easily lost with a font that is difficult to read. As a result, you should consciously choose a font that is easy on the eye and will remain clear from a distance. Once the customer has been lured into the booth, brochures or materials directing their attention to the website will be able to deliver a more in-depth description of the company and its mission.

Take Home Materials

After your branding and display materials have attracted potential customers to your booth, the print materials that you give them to take home must drive your message forward and continue to keep your company in their mind.

Eye-catching, stylish, and informative brochures are imperative and will provide all of the important information about the company and ways to allure future engagement. This is the ideal time to show off your product releases and latest company news that may be of interest to the trade show attendees and industry experts.

However, you may find that some people are unwilling to take brochures because carrying them around can be bothersome. A great alternative to brochures is postcards. Postcards are lightweight and easy for customers to lug around. While the front of the card can be used for showcasing branding, your company’s vision, and contact info, the back can be used as a writing space for the potential customers to jot down notes or other information.

Business cards are also vital as they are still the most popular lead collection method at trade shows. Top quality printed business cards will also leave a lasting impression and create that personal experience. The look and feel of the business cards are important and they should be printed to a high standard and deliver an effective brand message. The ability to write on one side provides a space for the customer to write down important names or for you to provide the personal touch for each prospective client.

Tips for Effective Marketing Materials

To ensure your branded materials are a hit at the tradeshow, there are some subtle things you should keep in mind.


Your choice of colors can subconsciously inject different messages and feelings in your customers. Green is often associated with the environment whereas a subtle use of red can make people feel hungry. Color should also be considered when targeting different markets as color can play an important role in the society, both for good and bad reasons. While red can symbolize danger and warning in some cultures, it is the color of luck and prosperity in others.

Click here to learn more about the power of color in printing and marketing.

Keep Materials Fresh

Do try to keep your materials fresh. If you display at the same trade fairs annually, you will likely encounter some of the same people who will notice if you use the same graphics year after year. Ninety-two percent of trade show attendees are there to see something new and fresh.

Abertay University in Dundee, Scotland, uses Gelato to ensure that their brand materials stay current and targeted toward their desired audience at each and every one of 1,000+ events they attend annually. Doug Watters, International Recruiting Manager at Abertay University, discusses how one of the most digitally-focused universities in the world keeps brand control with Gelato:

“We retain all of our brand control, but we are able to essentially use their on-demand print service to print shorter print runs of materials targeted specifically to the events and markets that we're going to."

Using fresh, new graphics will keep your company image up to date and will hopefully attract people to your stand who you may have missed it in the previous years.

Keep the Printing Process in Mind

Ensure your printed materials are designed with the printing process heavily considered as this will keep your materials to a high standard and reduce the risk of important information being cut off or lost due to the way printing is done.

If you follow these guidelines regardless of the size of your presence at the tradeshow, your company’s trade show material will be successful in driving your company’s reputation and mission statement home to potential clients.