How to get more out of print for your events in 2020


If you have events, seminars or exhibitions planned for 2020, have you considered what printed materials you will need and how they can help you?

When it comes to events and expos, people often tend to have one of two approaches to printed materials:

  1. They will use a more scattergun approach - ordering leaflets, posters and brochures as and when they need them ahead of a big event.

  2. Purchase large quantities to use at all events and have enough to last a long period of time.

Both of these approaches don’t take into account what you would like to get from each event and neither are they designed specifically for a particular exhibition and target audience in mind. This is essential to maximise your spend and help you get value from each event, seminar or expo you go to.

If you are one of these businesses, it’s time to get more out of your print and really make it work for you.

Get more out of your print

Through planning ahead and spending just that little bit of extra time and care looking at the events in your diary and considering the purpose of your print, you can really reap the benefits that print has to offer.

So how can you get more out of your print?

Consider your audience

Think about the type of people who will be attending the event - target audience should be paramount.

What do you think they would want to see and how would they want to see it?

For example, if you are attending a trade show, your audience may consist of buyers and purchasing managers who will want to see materials such as a catalogue of your products, which is easy to digest with images and information for each product, the specs, pricing etc.

It’s all about getting your message across correctly, so you can engage with your audience and get the best results possible.

Tailor your print

Don’t ‘blanket’ all your events with the same printed materials.

What works well at one event won’t necessarily work well at another. Through tailoring your print this will help you to get the most out of your investment.

You need to consider the type of event it is and the audience to allow you to tailor your print to meet this criteria.

For example if you are attending a more exclusive event where you have been invited and you know the audience will be smaller and more targeted, you may want to consider investing a bit more in the materials used for your printing, to help you make the best impression.

It could also be worth considering the ‘theme’ of the event. For example, if you are attending a conference or expo with a focus on the environment, you may want to consider tailoring your print to prevent any negative connotations and ensure the materials used are eco-friendly, representing your brand correctly and in the best way.

Make it fit for purpose

Finally, before deciding what printed materials you want created, you should also ensure it is fit for purpose, and you can do this by asking yourself the following questions:

What events are you attending and why are you attending them?

Perhaps you are looking to target a new market or geography, or you are using the event as the place to launch a new product or service.

The reason why you are attending should be a key consideration when designing the printed materials you will be taking with you.

What is the message you’re trying to send out?

Once you’ve thought about the reason why you are attending, you then need to consider what message you want to send to those who pick up your literature.

Your printed materials should help to inform people about your business, tell your story and highlight what makes you different.

Or if you are launching a new product, your printed materials should inform people about this product, why it is beneficial to them and how they can use it.

Considering these questions will really help to ensure your printed materials are relevant and fit for purpose, helping to ensure the maximum return on investment for you.

If you would like to discuss your print requirements for your 2020 events and beyond, our team would be more than happy to help.

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