Trade Show Graphics
With technology advancing at such a rapid pace, it may be difficult to see the value of trade shows, but a CEIR 2012 study entitled The Role of and Value of Face-to-Face Interaction reveals that the truth is quite the opposite. In fact, 48% of trade show attendees polled said they believe that face-to-face interaction that they gain on the trade show floor is even more valuable, now, than it has been in the past, and 43% of those polled said they believe it will become even more valuable in the next two years.
To make sure you are taking full advantage of the trade show opportunities you visit, you need to be sure you are taking the best materials possible. Here are a few of our favorite offset printing trade show materials:
- Color printed brochures are an excellent resource to bring with you to trade shows. The Apple Visual Graphics brochure maker resource offers many different two, three and four panel folds, and will help you print on different materials with many different finishes, foils and other extras to make your brochures stand out from the pack. Make sure your brochure is designed well and goes with your other printed materials before placing your order, and keep in mind that we can complete and deliver an order as soon as same or next day, if necessary.
- Pocket Folders are another useful item to have with you at trade shows, as they allow you to package all of your other materials in a clean, relevant manner. If you opt to order folders from a digital printing service, make sure your design is relatively simple and is consistent with your company’s image. Pictures and colors are particularly important on folders, so pay extra attention to your visuals since you have less text to carry your design.
There are several strategies that seem like good ideas when it comes to drafting marketing copy, but are actually classic pitfalls. Here are some of the biggest mistakes to avoid when writing material for your next marketing campaign.
- While it may seem like a good idea to write about your business, what you have accomplished, what you are doing and how you are benefiting by expanding with new products and services, your customers sincerely don’t care. We live in a selfish world, and part of selling people things is convincing them that they need them. This means directing the focus to your customers and demonstrating how your products and services are really all about them. So make sure the copy on your brochure maker draft or booklet printing materials is all about the customer, before sending it off to the printers.
- While many marketers try to sound intelligent and authoritative, your customers would rather you sound identifiable. Adopt a tone that is accessible for your target audience, meaning your copy for mothers should be very different from the copy you use for high school students or senior citizens. Make sure your copy is identifiable for your target audience.
- While using the same text for every piece of material may sound like a good idea, it is actually not. If one customer sees your custom poster and then picks up a brochure and gets the same message, they are likely to lose interest. Make sure you differentiate to show you are putting effort into your campaign.
Booklet printing can be tricky. You are no longer dealing with a single page poster or a simple banner, but now you need to have several folded or bound pages be cohesive and work towards an end point. They also need to be printed in a manner that looks neat and professional, which usually rules out your desktop printer.
When you decide you need new booklets, first decide whether you are going to try to print them yourself, or if you are going to seek help from an offset printing company. Most offset and wide format printing service companies, like Apple Visual Graphics, are well-practiced in printing booklets and can provide you with a service that is higher quality than what you could make yourself, for a fraction of the price.
Next, decide what kind of paper you want your booklet to be printed on and how many page or sheets you want to be included. Note that these two are different things. A page refers to one side of a paper in the printing world, while a sheet refers to both. This means, if you are ordering a 50-sheet booklet, you could also say you want a 100-page booklet.
Now make sure that you can upload your files correctly, and that the printing company you have selected will be able to color match and reproduce your booklet as closely as possible to what you see on screen. Once you have worked out how to transfer your booklet, how and what it will be printed on, and any other basics, you should be all set to receive your beautiful new marketing supplies.
Custom posters, if designed well and ordered from a reliable poster printing service, can help elevate your marketing campaign from a small-scale operation to a raging success. Here are some examples of successful posters with an explanation of the elements that made them work:
- Durex condoms released a series of simplistic posters that featured a single baby accessory, such as a play place or a car seat, with a price tag attached in the center of a plain blue background, and the Durex logo below with a similar price tag. The price tag above reads over $100, typically, while the Durex tag reads $2.50 each time. The posters are cleanly designed, are simple to read and are aesthetically appealing. They also raise the slightly controversial point that children are expensive, and use this tactic to convince people to purchase their product. While this might not work as well on a custom banner, it is quite effective on a poster.
- Levi Kids ran a series of alternative fairy tale posters based on the slogan “For Little Toughies.” The images show alternate ends to fairy tales, where the main characters best the bad guys in ways that show the characters as being strong and cool. For instance, the three little pigs are wearing Levis in a room with a wolf rug, and Little Miss Muffet is using the spider as a yoyo and wearing Levis. The ads use storytelling as a feature in a powerful way, and make the product more about the customer, than the company. By implying that little kids are cooler and tougher for wearing Levis, they make the jeans appealing to a whole new generation of children.
In our last blog, we gave you tips to help improve your print ads, whether they are on custom banners, custom posters, Duratrans, or another medium. Since there are so many print ads in today’s world, you need to spend a lot of time and thought developing an effective ad. Here are a few more tips to guide you to success in your print advertising campaign:
- Visuals: People are visual, meaning they are more likely to look at a picture, than read a block of text. In fact, statistically, 95 percent of the people who pick up a newspaper will look at the photos, while only 25 percent of them will read the accompanying articles beyond the lead sentence. Thus, if you can say something visually in your ad, do it. This means using colors, graphics and pictures to convey your message.
- Simplicity: While you should use images, your ad will be useless, if it is a collage of confusing, busy, mid-length photographs. Make sure your overall design looks clean and simple, and is readable. If the message doesn’t read clearly, or it looks too cluttered, take the project back to the drawing board.
- Compelling: Make sure your point is compelling. Your visuals should advance the overall story of the ad, and the entire ad should compel your potential customer to then visit your website, call your company, clip a coupon, or act in some other way. If they see it, like it, remember it, but don’t act on it — you may as well not print the ad.