Businesses spend thousands of dollars on their trade show displays to make certain they are high quality and eye catching. Unfortunately, many don't take that same care when designing and printing their complementing advertising material. Because these printed pieces are your chance to give a potential client in depth information and a take-away from your booth, the financial costs of this omission can be devastating.

In order to get the greatest ROI possible, businesses need to ensure they have quality brochures that match the quality of their trade show displays. Here are some ideas for taking your printed marketing to the next level:

Don't Stay With a Traditional Shape

Many businesses are attracted to more traditional brochures that are square or rectangular, but these are often lost in the crowd. Why blend in with everyone else's marketing material? Experiment with di-cut shapes that better fit your corporate logo. Try textured papers and fabric and don't be afraid to get creative with it.

These types of creative measures cost money. If your business does not have the budget for handing out thousands of quality brochures, consider printing two versions -- one for the masses and one for qualified prospects. If you do opt for a traditional pamphlet to save costs, consider an interesting container such as treasure boxes, water bottles and coffee mugs. When your marketing materials stand out, they are much more likely to make it home and be read.

Mix in Information the Attendee Will Want to Keep

You know your product and your industry better than anyone else. This also means that you'll have all of the helpful hints, tricks, and tips that will make using your product more effective or work in conjunction with your product. Or you could simply have info on a related field that your target audience would find interesting.

Turn your marketing materials into educational materials. Share your information with trade show attendees instead of keeping it all to yourself. You'll find that people will keep your marketing material to reference that information and will keep it for a considerably long time, increasing your chances of conversion.

Use Intrigue to Your Advantage

On the outside of your brochure or on the face of your trade show displays, drop big hints about the great, hidden secrets that are tucked inside your pamphlet. This increases the probability that attendees will want to open it up and have a read. They won't be able to help themselves. You can do this by asking questions on the face, or hinting at something strange and unusual.

Just like your trade show displays, your marketing material requires careful consideration and creativity in order to make your exhibition booth a success. Add business cards, create marketing packages tailored to slightly different groups, and do what you need to in order to make the attendees stand up and take notice.

Chris Harmen writes for Skyline Canada, who has 10 locations offering the best Canada trade show displays at an affordable price. With a variety of styles, sizes, and types of trade show displays, Canada business can access everything they need for their exhibition booths from one convenient location.

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