When designing your brochure for a trade show you need to “send clear and concise message” all the time. Along with business cards and catalog, brochures provide potential clients and customers more information about the brand or company.
On a trade show brochure, flyer, or leaflet, include your profile, history, products, services, philosophy, contact information, etc. Use only important information making it easy to ready. Bullet points are more effective than paragraphs. Put only the necessary, important points in your message. Make sure the information is what the audience wants to know about you.
It’s highly recommended that brochures be given personally to trade show participants and booth visitors. Doing this will make your business seem more personal and will show that you care about face-to-face interaction as part of a good customer service—even if just a sample of what you can offer to your potential clients.
Here are some tips on designing a marketing brochure you can give away on trade shows and similar events:
1.) Write with linear construction
A brochure is a static document so make sure you present information in a pleasing and organized way. A linear construction is more appealing to your audience. This means each section of the brochure must introduce the next portion of the brochure. Construct a nice segue to the next section.
Organize content into an information funnel—from general to specific. A typical brochure would show the following information in order: Mission or purpose of business, Services, Advantages or Benefits, Testimonials, Call to Action, and Contact Information. Order may vary but you are required to write the important information in an easy to follow and organized manner for the benefit of your reader.
(2) Edit content for design and readability
Every word counts on a brochure. Space is not that affordable on a brochure so you need to plan what you really want to put on the material. Every space matters so make sure you capture the reader with a few words, taglines, or images. It’s okay to have white space on a brochure as long as the important information is there. Reduce content if possible by using bullet points, creating main point bold headlines, have someone edit your work, and evenly distribute content throughout the brochure.
(3) Allow brochure to complement your branding or trade show booth
If you are planning to distribute the brochure during a trade show, use the material to provide more information to the visitors and attendees. You don’t have to overwhelm the audience with data and information when you are making demos at your booth. You can refer them to the brochure for more information.
(4) Include branding material
Your key marketing messages must help the audience differentiate you from other companies–aka your competitors. Include your brand logo, tagline, and mission statements. Show that your company is unique. Your message will help bring clients to you.