#BuildingBrandEngagement

Lose the Literature and Lighten the Load

by: Brendan Emerson SHARE POST

Literature is not the only path to literacy at your booth.

Even before digital content delivery was introduced, bringing and distributing print literature at a show was always a waste of effort and money. Now, depending on your source for statistics, anywhere from 50 to 65% of literature sent to trade shows winds up in the trash, while sending boxes of print literature to a show drives your material handling fees (drayage) up. Way up.

Options for education and delivery of content have come a long way:

  • Kiosks where attendees can download the literature they want
  • Thumb drives loaded with studies and product information
  • Lead management systems that incorporate e-literature delivery
  • QR codes on graphics
  • Show-management driven systems such as Poken, a solution that has been used globally and is now planting its green roots in the U.S.

Not only are these technologies much more efficient and personalized but they also say a lot about your commitment to sustainable exhibiting.

Print literature is expensive. It has its legitimate uses, so perhaps bringing a few pieces to a show, stored under a counter for judicious use, is not a bad idea. But shipping large quantities to show site will never yield a positive return on the investment in paper, print, and drayage. The point of trade show interactions is in-person conversations. The attendee who wants to grab literature rather than engage in a conversation is probably not a viable prospect. Following up after the show with literature is a great idea; using it as a buffer in the booth is not.

PS: Hotel employees will tell you that when you have a team meeting where proprietary literature is distributed, make sure you collect everything from the room when the meeting ends. Why? Would you believe your competitors can easily access an empty meeting room to collect your literature?

About the Author

Brendan Emerson Director, Client Services

Joined Access in the beginning of 2014 from the medical meetings industry where he was a leader in content development, engagement and conference design. He understands the challenges of meeting management as well as exhibitor expectations, and he continues to nurture his personal relations with many of the key figures in today’s pharmaceutical marketing world.