Expo season is here, as businesses and organisations in Manchester and across the north west begin a new financial year and look to consolidate and expand by reaching a wider customer base. Business exhibitions and conferences present a crucial opportunity to make valuable new contacts and sales, but success depends entirely on making the right first impressions.
Print and printing play a vital role in how successful businesses can be at expos, because without printed material, how will they make a lasting impression on visitors to their exhibition stand? As an experienced, versatile Manchester-based supplier of print and copy services, North West Digital knows a thing about this area of business life, so here are our top five recommended printing essentials for exhibitions and conferences.
So, you’ve been given your exhibition space, but what are you going to do with it now? The expo or conference is a fantastic opportunity for your business or organisation to establish a significant presence but you do need to show off your brand a little bit to do this.
One solution that is both portable and cos-effective, but also looks the part, is the pop-up or roller banner. The important thing here is to think about your message and the medium you print on – make sure your logo is clearly displayed and you have an eye-catching headline that explains exactly what it is you do. If you have a product or service, for e.g., then think about how it could benefit visitors to your stand?
Alternatively, you might want to think about a full exhibition wall, printed on a textile or pvc background. Digital print technology is now at such an advanced stage that it can provide stunning results quickly and cost-effectively. Because remember, what you choose to include to support your presence at an exhibition needs to look the part.
Alongside exhibition graphics, maybe also consider whether you should have a branded counter for your printed material, to try to reinforce the joined-up nature of what you’re presenting.
Never underestimate the impact of a well put-together, nicely designed brochure. Why? Well firstly because it is something visitors to your exhibition stand can take away with them, so get it right and it serves as a good reminder of your brand. Secondly, a brochure also allows you to promote your business in a dynamic fashion, just remember to not make your brochure too focussed on pure information, but instead focus on your potential clients or customers and answer the questions they might be asking.
So how can you address their concerns in your brochure, and how can you present this information in a clear but attractive, or even intriguing, fashion? A good brochure can easily do this without being dull, and it can be attractive without being without overwhelming substance, but it’s up to you to get the balance right. Also, the finished, printed article needs to look the part, so that when people take it away with them, they make an immediate positive association with you and their recollection of you at the exhibition.
Leaflets and Flyers
So what other means can you take advantage of to let people know about you? Don’t be tempted, in this digital age, to discount the power of print. A leaflet or flyer can transmit essential information quickly and attractively, and sometimes the very fact that they are straightforwardly two-dimensional works in their favour. It’s all about impact and what will encourage visitors to your stand to retain information about you. Leaflets are cost effective and, providing you get the content right, they can retain your reader’s attention for much longer; rather than the quick-scan readability of the web, with a leaflet you can be more explanatory, go into greater detail and explain more to your reader. Tangibility is a powerful thing at a time where so much of what we experience is somewhere the cloud.
The printed flyer serves a similar purpose, but is more of a quick, concentrated burst of information, so must contain just enough to make people want to find out more, without trying to stuff everything about your business onto a double side of A5.
You can also use flyers to offer vouchers and discounts and tie them in with your online marketing activity. You don’t have to see print and digital as mutually exclusive, instead, co-ordinate all your marketing strands, so that you present a coherent front across all your printed material, online activity and the face-to-face work of exhibitions and conferences.
There’s one golden rule of business marketing; never take your business cards for granted! Sure, everyone has them and it can seem like they spread like wildfire, but there’s a very good reason why we all still have business cards. This is because they serve an essential purpose; they are an instant way of transmitting the essentials about yourself to others. Basically, no one needs to log on to see your details or ask to connect with you, instead, it can all be there for them to see.
How you express what you do and who you are is up to you, but a good business card will be designed so it’s readable, but it might just have enough intrigue in its logo and layout to make you really think about what you’re looking at. Check out our previous blog on Business Cards to get our top tips on how to do them right.
And remember, don’t forget to have a space for your card in your brochure, as this is an excellent way to reinforce your contact details with visitors to your stand. Most importantly, make sure you have enough cards for the day, because there’s nothing worse than running out of business cards when you’re exhibiting.
Gifts and Extras
Branded corporate gift items are another essential for your exhibition or conference appearance; everyone loves a freebie! This might be anything from pens to mouse mats, drinks coasters or even stress-relieving toys.
They may seem frivolous, but in fact they can make all the difference to how people remember you, particularly if your gift extras are useful items that can keep on their desk at work. Examples of this include branded USB pen drives and tote bags – because when visitors are cruising the exhibition stands, where are they going to put all the other free stuff they collect?
Fast, Efficient Print Solutions
Here at North West Digital, we know how vital print is to exhibitions and conferences – Manchester has its share of these, including the forthcoming Greater Manchester Business Exhibition at the end of May.
Our copy shop provides excellent, instant printing services for a whole range of items and, if you’re feeling the pressure, then don’t panic, because we provide an excellent turnaround. We have state-of-the-art multifunctional printers and we can offer same day services for most of your printing needs.
Basically, when it comes to Manchester business exhibitions and conferences, we’ve got it covered, so check out our services via the website today.
Get In Touch
If you’d like to find out more about how North West Digital can help with all aspects of your printing, from copying services to full print management, then please get in touch with us today. You can contact us in any of the usual ways; by email at email@example.com, via the phone on 0161 477 8950, or you can also fill in the enquiry form on our website and we’ll get back to you as soon as possible.