The Marketing Materials You Need to Succeed at Your Next Trade Show

Are you planning to attend a trade show soon? One thing's for sure, whether you’re a seasoned exhibitor or stepping onto the floor with your brand for the first time: showing up with the right marketing materials can make or break your experience when you get there. Trade shows are all about standing out, sparking conversations, and leaving a lasting impression. To do that, you’ll need a bit more than just a banner and a smile. To that end, read on below for a list of some of the marketing materials that can help you turn your booth into a magnet for potential customers:

First Impressions Start with Your Booth

Your booth is your stage at a trade show. It’s what people see before they even get a chance to talk to you, and in a sea of competitors, you only have a few seconds to grab their attention. For this reason, you want stunning visual materials.

Make your booth unforgettable with a setup that truly pops. We're talking about a vibrant branded backdrop, dynamic signage, and modern displays that demand a second look. Custom lighting and video screens can also draw in a crowd, if you have the budget for it. However, even smaller, more intimate setups can still shine with clean design and thoughtful branding. Whichever path you choose, the goal is to create an environment that invites people in and makes them curious about what you offer.

The Power of Printed Marketing Collateral

If there’s one thing that you shouldn’t underestimate, it’s the impact of well-designed printed marketing collateral, also known as printed materials. Even in the digital age, some people still crave the tactile feeling of holding something in their hands – especially at a busy trade show, where everyone’s being pulled in a million directions.

Start with the basics: brochures, flyers, and business cards. These should clearly explain what your business does, who it serves, and what makes it unique. Make sure that the design is clean and that the messaging is tight; after all, nobody wants to read a wall of text while they’re juggling a cup of coffee and a tote bag full of swag.

It may also be a good idea to create product sheets for specific offerings, especially if you’re showcasing a range of solutions. These sheets can help guide conversations and serve as a leave-behind that prospects can revisit later. Speaking of swag, you have (more than) a few options that can go a long way towards keeping your brand top of mind long after the event ends, such as branded notebooks, stickers, or tote bags with your logo on them.

Digital Tools and Interactive Demos

Making sure that your printed materials are on point is one thing. In today’s tech-savvy world, though, you have to deliver a one-two punch and cover all your bases with digital materials, which are just as important. Tablets or monitors displaying your website, demo videos, or interactive presentations can create a more dynamic experience for booth visitors. If you’ve got a product that can be demonstrated live, all the better – seeing is believing, and people love getting hands-on.

You can also collect leads digitally with forms or apps right at the booth. This makes following up afterward easier and ensures you don’t lose valuable contact info in the chaos of the event.

For those who want to go even further, there’s QR codes. Use them strategically by placing them on your print materials so that people can instantly visit your website, sign up for your newsletter, or download a free resource. It might seem like a small detail at first, but trust us, it can make a big difference.

Branded Giveaways that Make an Impression

Giveaways and swag are trade show staples, but not all of it is created equal. If you’re going to invest in them, make sure that they’re both useful and relevant. A cheap pen that doesn’t even work will only be soon forgotten before they leave the building; however, a sleek water bottle, a phone stand, or perhaps a branded USB drive? That’s the kind of item that people will actively choose to keep.

Think about what your target audience will appreciate and actually use. Quality over quantity goes a long way here. Bonus points if your giveaway ties into your product or service somehow.

Success at a trade show doesn’t happen by accident – it’s built on preparation, presence, and the materials that support both. From your printed brochures to your digital demos and thoughtful giveaways, every element plays a role in attracting attention and driving meaningful conversations.

So take the time to plan your materials carefully. Put yourself in the shoes of a potential customer—what would catch your eye? What would make you stop and chat? Once you’ve got those answers, you’re well on your way to standing out at your next trade show.