Of course your amazing and innovative housewares products should be front and center at industry trade shows, but what else should you have on hand at your booth? A variety of interesting, informative, and well-designed marketing materials are a good start. While that may seem like a no-brainer, it’s easy to get caught up in all the planning and never-ending list of to-do’s before a trade show, leaving printed and digital assets to be haphazardly thrown together or forgotten completely. Not good! So, we’re going back to basics here. Even the most experienced marketers need a refresher every now and then, right? Here are a few of the marketing materials you must have at your trade show booth…
Brochures or Product Catalogs
It’s almost impossible to share all the information you want about your housewares brand or products during a quick conversation at your booth. That’s where brochures and product catalogs come in handy. An easy to read, well-designed brochure or catalog will have additional information and engaging images that expand on what they already saw at your booth. As a bonus, they are easy for your sales people to distribute or for people to grab when passing or peruse while they’re waiting to talk with your team!
Products and services fact sheets
Product fact sheets are another handy thing to have on hand, especially if you’re unveiling unique new products or hosting demonstrations at your booth. Since they’ll already have all the basic facts and specs, potential buyers, media, and influencers are able to ask more detailed questions and focus on the products in front of them, rather than rushing to write down all the little details like size, cost, etc. Fact sheets also serve as great talking points with new leads and help reduce the spread of misinformation about your products on blogs, social posts, and publications that influencers and media put out during the show.
For many housewares brands, trade shows are all about gaining contacts, scheduling meetings, and taking product orders. That means having forms to collect leads and take orders are super important. Since show attendees will likely be meeting multiple brand representatives and checking multiple quotes during the event, you need your form to stand out and be easily accessible for your sales representatives. One way to do that is to have laptops, tables, and lead retrieval systems ready to go, making forms easy and quick to fill out and easy for your team to organize. It is also prudent to have some forms printed out and available as a backup if there’s a technical glitch and for those who may prefer a paper copy to grab and go.
We’ve said it before and we’ll say it again: your employees are your best brand ambassadors. They’re working the front lines at trade shows and are often the only interaction someone may have with your brand. Having a stack of business cards handy makes it easy for you to capitalize on those one-on-one connections you make at the show and foster relationships with prospective buyers and customers. They’re easy and quick to hand out, and provide a more personal way to engage for those who aren’t ready to go all in with your housewares brand just yet. When designing and purchasing business cards, consider things like color, fonts, and texture that help your cards stand out from the rest while remaining true to your brand’s aesthetic.
Branded merchandise and swag
Who doesn’t love free stuff? Branded merchandise and swag is great for a number of reasons. Not only does it attract people to your booth, but it also helps foster brand awareness long after the show is over. It’s also a great way to show off your creativity and branding with unique colors and designs. Don’t be afraid to think outside the box or be a little edgy if that’s what your brand is all about. If you have something really unique or special that you’re giving away, be sure to post about it and show it off across your social channels too!
There’s a reason that images, video, and gifs are so effective on social media platforms and beyond — they grab attention. An eye-catching presentation may be just the ticket to draw in people passing by at trade shows too. There’s a couple different directions you can go with it, depending on your overall goals. You could create something that explains the basics about your brand, highlight new products, or try a social media wall with posts and reviews updating in real time on the screen. Presentations, slideshows, and videos are a great way to engage people, even if you don’t have the chance to talk with them one-on-one during the show.
An updated website
Your brand’s website and other online platforms are a direct extension of all marketing materials you’re utilizing at the tradeshow. Basically everyone has smartphones and laptops at these types of events, so it’s important that your website is on point when they inevitably go check it out. Before attending the event, you should dedicate some time to updating and optimizing your site to match the messaging and products you’re displaying at the show. It’ll make for a more well-rounded experience for customers. Make sure product images and descriptions are accurate and contact information is up to date. Additional content, like blogs, forms, and one-sheets, can also serve as additional be the perfect compliment to what you have on hand at your booth.
A few pro tips
At epower at home, we like to hope for the best but plan for the worst. Whether you’re headed to your first trade show or you’ve been around the block a time or two, you can never be too prepared. When planning what marketing materials you’ll bring to your booth, here are a few tips to consider…
- Proof everything…and then proof it again.
- Bring more copies than you think you’ll need.
- Do a test run of all videos and presentations before the show.
- Always have extra chargers, batteries, and extension cords on hand when using tech.
- Solicit feedback and ideas from current customers and colleagues.
- Document and track everything to improve your marketing strategies moving forward.
The more prepared you are, the more you’ll enjoy the show and see success.
Wrapping it all up
Overall, you should aim to have marketing materials that support your overall goals, objectives, and brand messaging. All printed materials and your website should be developed with your target audience in mind and aim to answer to the following questions:
- What makes your housewares brand unique?
- What makes your housewares products unique?
- How can people purchase what you’re selling?
- How can people further engage or connect with you?