How To: Get Print Ready for Your Next Expo! (Trade Show and Community Event Tips and More)

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You're about to learn everything about "How To Get Print Ready for Your Next Expo! Trade Show and Community Event Tips and More" — without the jargon, without the fluff, and with at least one dad joke that'll make you groan. Grab your coffee. Let's go.

Key Takeaways

8 min read

1What you need to know before printing
2Common mistakes to avoid
3How to get the best results

Trade shows and expos are brilliant opportunities to showcase your product to a relevant, engaged audience. But here's the reality: they're expensive and competitive. To get positive ROI, you need to stand out and be thoroughly prepared.

We've been to countless pitch nights and community events ourselves, and one thing we know for certain is how to get your print collateral expo-ready.

Before the expo#

Research Relevant Expos#

With over 100 expos happening throughout the year, several will be relevant to your business. Research what's available and find ones suited to your industry, location and target audience. It's wise and cost-effective to choose industry-specific shows. If your budget allows, you can branch into broader categories.

Here is a list of trade shows & exhibitions in South Africa

Have a clear set of objectives#

Exhibition costs are too high to just rock up and hope for leads. Set clear, measurable objectives for why you're exhibiting and structure everything around these goals. A successful trade show will reward you handsomely with new leads, contacts, networks and greater product awareness.

<AcademyQuote>The difference between a successful expo and an expensive learning experience is having crystal-clear objectives before you book your stand.</AcademyQuote>

Define Your Audience - Photo by José Martín Ramírez C on Unsplash

Define Your Audience

Define your target audience#

Ask yourself: "Who do I want visiting my stand?" Identify and qualify the people you want to reach. This helps you plan your message, promotional materials, demonstration and pitch more effectively.

Notify current/potential clients and attendees#

Don't rely on hope that the right people will show up. Send word out before the event to ensure your ideal audience attends and visits you.

Use social media to announce you'll be exhibiting
Email current and potential clients to make them aware
Get attendee, exhibitor and speaker lists from organisers so you can plan who to reach out to

Create your message#

Your message needs to tell your target audience what they need to know to take action. Make it quick to read, easy to understand and memorable. Display this message clearly on your signage, promotional items and incorporate it into your demo.

Plan well in advance#

Book your stand early to avoid being placed where nobody will see you. Prime spots fill up fast.

Order materials in advance, especially printed ones. We offer standard turnaround for most products, allowing time for printing, packaging and delivery. Factor in design time if you don't have artwork ready. Being disorganised costs extra in last-minute delivery fees.

Prepare and test your demo thoroughly. This is your chance to show your product or service in action, so test internally and double-check you have everything needed.

<AcademyProTip>Order your printed materials at least two weeks before the expo. This gives you time for revisions, reprints if needed, and avoids those heart-stopping last-minute rushes.</AcademyProTip>

During the expo - Photo by Clem Onojeghuo on Unsplash

During the expo

During the expo#

Use Informative Displays#

Include signs that clearly display your message, business name and logo. Remember, your message should take only 15 seconds to read. Attendees move quickly between exhibits, so you've got a brief moment to grab attention and engage.

The printed signs or banners you can use are:

1Counter Stands – Place these on your counter to announce special offers and benefits
2Wall banners – Use as a backdrop to your stand
3Pull-Up Banners – Position alongside your stand to display your message and benefits
4PVC Banners – Mount above your stand or on the front of your display table
5X Banners – Similar to Pull-up Banners, but lighter and simpler
6Correx or ABS Board Signs – Similar to PVC Banners, but more robust and durable

Use fewer words and more imagery. Here's a tip from online advertising: use images of people using your product or service. This creates a relatable story that viewers can connect with and act on.

Have a product/service demonstration#

You're at the expo to display your product to a relevant audience. Focus on creating a memorable demonstration that encourages people to remember your brand when they're ready to buy. Pair this with free product samples (if feasible) and takeaways like pamphlets or brochures.

Use your best sales colleagues for networking#

Brief your expo sales team on objectives and how they'll be measured. Ensure they have necessary materials like [<a href="https://www.printulu.co.za/product/business-cards" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">business cards</a>](https://www.printulu.co.za/product/business-cards) and brochures to execute the objectives.

Include current and potential customers who'll attend the expo in your brief, plus other relevant attendees. This gives your salespeople a good starting sample for networking.

Remember, approaching people at trade shows differs from meeting pitches or customer service. Ensure your colleagues have proper training beforehand.

Tip: Using incentives to encourage objective achievement motivates them to step out of their comfort zone and approach people.

Samples - Photo by Shane Rounce on Unsplash

Provide samples and giveaways

Provide samples, giveaways and handouts#

As mentioned above, provide product samples with your demo. Think of it as a free trial leading to future purchase decisions.

Include free giveaways like keychains, stress-balls, pens, notepads, <a href="https://www.printulu.co.za/product/stickers" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">stickers</a>, calendars and paper bags branded with your company name and logo. Most attendees might approach your stand for the gift – use this to start conversations.

Handouts provide more information about your company, products and services. Typical handouts are [<a href="https://www.printulu.co.za/product/flyers" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">flyers</a>](https://www.printulu.co.za/product/flyers), brochures, pamphlets, postcards and plastic PVC cards.

<AcademyDadJoke>Why did the <a href="https://www.printulu.co.za/product/brochures" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">brochure</a> go to the gym? It wanted better fold definition!</AcademyDadJoke>

Measure#

Actively measure against your objectives so you can review expo success and determine if this is worthwhile for your company.

Some easy measurements are:

1Number of leads collected – from people completing lead forms at your stand
2Number of engagements – some expos provide RFID tags that scan when someone engages with your stand (like knowing ad clicks). These tags can share contact details if attendees agree
3Impressions – ask organisers for total attendance and foot traffic near your stand to determine how many people saw your branding

Include unique URLs in handouts and/or coupon codes. This determines if website visits or purchases came from the trade show.

These details help you plan ideal positions at future expos, attract more engagements and collect more leads.

After the expo#

Always follow-up#

Follow up with all leads and contacts made during the expo. The easiest way is sending an email thanking them for visiting, providing additional information and scheduling a call or meeting. You can connect via LinkedIn, but don't leave it there. Scheduling calls or follow-up meetings gets you closer to closing deals.

Do your follow-ups within a week of the expo.

Review and plan for the next one#

Speak to your salespeople and review measurements to determine how close you were to achieving objectives and what can be improved.

Checklist - Photo by STIL on Unsplash

Checklist

Checklist for your preparation#

Here's a brief checklist to assist in planning for your show:

What do you want to achieve at the expo?
Do you know who you want to target?
Have you notified colleagues and clients of the date and venue?
Do you have a clear and memorable message?
Have you ordered the necessary collateral for the expo?
Is your message clearly illustrated in your display materials and demonstration?
Is your organisation's name professionally presented and located at the highest possible point in your exhibit?
Are your graphics easily read from 10-20 feet away?
Is the stand setup adequate for your product demo?
Have you briefed your salespeople?
Do you have accurate measurements in place?
Have you prepared an email and script for following up?

Follow this guide and checklist, and you'll be well prepared for your next expo.

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