Nimlok Tradepoints:
Distributing Collateral Material Wisely - Part 2

The following are additional simple guidelines to better manage your collateral material:

Give only to qualified prospects.

Unless your goal is to get information into as many hands as possible, hand out or offer material only to qualified prospects (those people who express a positive interest in your products or services.) This way, you're not giving your valuable information to people who are likely to throw it away or possibly pass it on to the competition.

Remember that literature does not sell - people do.

Exhibit staff often feel uncomfortable in the tradeshow environment or talking to strangers, so they may end up handing out stuff, thinking that they're doing something productive. However, randomly handing out literature is a barrier to having a meaningful conversation with a visitor. The truth is that your people do the selling; your literature acts purely as a backup.

Consider handing out CDs that describe your products or services. Attendees are less likely to throw them away.

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