If you attend in-person trade shows, conferences, networking events, or other industry events, this is a blog post for you! Between booth graphics, signage, and other marketing materials there are tons of different things you could bring with you. I’ve written this post to inspire you to think outside of the box, and to create marketing materials that not only make you stand out, but (more importantly) that resonate with your target audience.

Here are some things you may want to consider bringing with you:

*Photo by* *Product School* on *Unsplash*

Tradeshow Booths

Most booth designs come with a backdrop of some sort, while others may have multiple parts, including a custom table. No matter the template you use, I suggest that you make this something that is more everlasting and not event-specific, unless you have lots of funds in your budget for multiple event setups! These booths can be quite pricey to purchase, so most people prefer to design something that is more general in look and feel, with little to no messaging (or at least, messaging that is applicable for all of your audiences, services, and promotions).

I also suggest incorporating some kind of general business information, whether it’s a website url, social media icons, phone number, email address, or at the very least, your business name if it’s not clear by the design. Including a logo and some sort of interesting imagery is typical. You’ll want it to be something that will catch someone’s eye, but not be so visually busy that it’s hard to decipher what they are looking at. Remember, it’s likely that you’ll have multiple people standing in front of the booth at a time, potentially along with a table, so don’t put any pertinent information on the bottom half of the booth backdrop. Place your logo in the top area so it’s immediately recognizable as your brand’s!

Signage

This is for sure a broad category, as you can take this in a multitude of directions. There is no one-size-fits-all for event signage, and it truly depends on the amount of space you have as well as if you have any sort of table to use. I’ve been to events where I have a full table step, some with just a high top, and others with nothing at all!

This is where you can get more event or audience-specific. For example, I’ve worked on lots of event materials for those in the scientific research and medical industries, and they often attend a wide variety of conferences for different audiences that they serve. Messaging for a diabetes research audience will likely be different than a conference focused on cystic fibrosis or dental hygiene. Bring a backdrop that is more general, but get event-specific and relevant in your signs and other materials. You’ve got tons of options for signage, so here’s a short list to get you inspired:

Standing X banners: great for booths with tons of floor space
Large table top signs: great for booths with a large amount of table space.
Small table top signs: you can get sign holders on many different websites or at stores like Staples. They come in all different sizes, such as 8.5 x 11, 11 x 17, and 5 x 7.
Custom printed tablecloths: another way to make your booth branded if you have table access! You can get your logo printed on these, and other information that makes sense, such as your website or social media handles.

Business Cards

If you’re around potential clients and referral partners frequently, having a business card on hand is a great idea. The question I always ask is, how can you make your business card stand out? Whether it’s a cool design, interesting paper weight/quality/texture, or the actual content featured on the card, get creative! You can even change the shape from the classic 3.5 x 2 inches to a square, circle, or custom shape depending on your budget.

One of my favorite websites to order business cards from is Moo.com. It’s a little pricier than others, but worth the extra expense in my opinion. I always go with a soft touch material and get a ton of compliments on it. Another fun thing about Moo is that they allow you to upload multiple backs for your cards. I take full advantage of this feature and make a bunch of different versions. I’ve had people notice and love it! This is also a great feature if you have multiple audiences to cater to, or different messages to express, and want to customize the back side for all of them.

You can also work with a local printer or broker to get something more custom created, whether it’s a fun shape or something totally out of the box. I once had a baker client who I designed cookie-shaped cards for. It was so cute!

Handouts (postcards, flyers, brochures, rack cards, and more)

“Handouts” or “leave behinds” are printed pieces that you give out to potential clients and referral partners. If you have a table or booth, having something for visitors to grab as they leave is never a bad idea. When I go to vegan festivals I try to grab a leave behind piece from every booth I visit so that I can go do more research on the companies when I’m back at the comfort of my home, and either order something online or follow them on social media. Events can be super crazy and overwhelming! I’ve also kept these design pieces around and came across them months later, reminding me that I wanted to check them out!

Think about these as an overview of your brand. You can include content such as your mission, list of services, location, hours of operation, reviews/testimonials, awards/recognitions, and contact information such as website, email address, phone number, and social media profiles. Including a QR code for people to follow you or go to your website is commonplace, and makes it easier for potential clients and customers to find you online. Consider how educated your audience is about your business or shop — do you need to explain what you do, or is it pretty obvious? Why should someone shop or work with you?

I’d also consider including a promotion of some sort, whether it’s 20% off your first purchase, $10 off a bundle, or a free consultation. Even if you don’t want to print the promotion directly on the piece (think of longevity!) you can easily print this on an Avery template sticker and stick them on a bunch for every event you attend. Or, easier yet, make a small sign with the promotion on it for the event!

The last thing I’ll mention about handouts/leave behinds is the size and type. You may have an idea to make 8.5x11 booklets or something oversized, but if your audience is going to be walking around an event all day it’s less likely they’ll want to pick up something that is oversized and keep it, as opposed to a small postcard, brochure, or rack card they can stuff into their purse or pocket. Will your audience likely be carrying bags to put things in? Maybe if it’s a bunch of moms with strollers or students with backpacks, but if event attendees will be a bunch of business professionals, they may not. Which brings me to my next category…

*Free stickers I made for an event I attended at Endicott College.*

Freebies (fun stuff!)

You may want to consider bringing some fun swag to your events. It can be as simple as a sticker, magnet, or pen, or something a bit more expensive like a bag, custom stuffed animal, or t-shirt. I can speak from personal experience (on both the business and consumer end) that having fun freebies at your booth will always bring people over simply out of pure curiosity — though that then begs the question of if it’s worthwhile if they aren’t your ideal client?

One of my clients, CELLTREAT, is a pro at the swag game. They sell scientific products and like to instill fun into all their event booths. They often come with a theme, whether it’s outer space, under the sea, or a play off of an upcoming holiday. They are certainly known for their lightheartedness!

If you’re unsure about freebies or about spending a lot of money on swag, consider doing a giveaway instead. You can purchase one nicer item (whether it’s branded or not) and have those who approach your booth fill out their information to enter to win it, whether you want to collect emails, phone numbers, or social media handles for a future marketing campaign. You could also get creative and have people guess how many candies are in a jar, guess the weight of an object, or something else relevant to your business or industry.

Here’s a more extensive list of freebie ideas:

Stickers, magnets, and pins
Pens and pencils
T-shirts, hats, socks
Stuffed animals/custom figures
Bags
Something else relevant to what you do/your industry

Digital Displays

Some events allow you access to a digital screen of some sort. Or, if you’re going to have access to a table and a power outlet, you can bring your own devices! I love doing this because it adds some movement to my setup. Typically, I’ll bring my laptop with a looping slide deck to showcase some of my most recent projects and case studies. You can also include things like testimonials/reviews or services. You can do the same with an iPad or tablet to demonstrate how a product works, or make it easier for potential clients and customers to sign up for a newsletter or giveaway. Just ensure that you have it set to auto play!

I would definitely confirm that you either have access to an outlet/power or that your device can last a full day without juice before you commit to creating something like this, but I think it’s worth it! Also keep in mind that sound will be distracting, so I’d keep it quiet on the digital front — it’ll be loud enough in there!

Final Checklist

To recap, consider the below checklist as you plan your event experience (and ask the organizer questions if you have them!):

How much space do you have to work with?
Will you be in one place the whole time, or walking around?
Will you have a table/surface? How large is it?
Will you have access to power/digital screens?
Who your audience is and what will they be doing during this event?
Who else will be at this event (competitors)?
Do you want to collect any information (such as emails, phone numbers, or other data)?
Could your setup be improved by a backdrop, signage, promotion, or a freebie/giveaway?
What your audience can benefit from knowing, and what message/call to action do you want to leave them with?
What is your 1-2 sentence pitch?

I hope this blog post has been helpful! I recommend using Canva if you’re looking to DIY your event materials, but if you need help creating them — I’m here for you! Simply reach out via the button below and let’s get a free consultation scheduled.

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