Nimlok Tradepoints:
Distributing Collateral Material Wisely - Part 1

Picture visitors at a tradeshow trudging down the aisles laden with bags overflowing with pamphlets and materials, better known in the industry as collateral material. At these events, people have a psychological urge to take whatever is handed to them and whatever is available to be taken, whether or not they will actually go through it all later.

According to tradeshow research, over 66% of all literature gathered at shows is discarded before attendees leave the show site. To avoid wasting money filling trash cans, observe the following simple guidelines to better manage your collateral material:

Don't hand out anything expensive.

Because you're not sure whether your prospect will keep what you hand out, don't hand out your most expensive information. If you want your prospect to leave with something, distribute inexpensive product sheets. That way, you won't lose any sleep if visitors throw them away or if the competition ends up with copies.

Offer to send the information.

Many prospects appreciate the offer to send them literature. This gesture frees them from lugging around extraneous material and finding room for it in their baggage. However, if you promise to mail your information, do so promptly. If you don't, your competition will. Consider using an overnight delivery service for those really hot prospects.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com