Printing conference brochures costs your business money and time.
What often happens after spending these resources that can cost you at least $50k, is that you then see other booths at conferences that make you green with envy. Their brochures look and feel more interesting, informative, engaging, and fun to literally unfold.
Creating a business brochure that stands out AND represents your brand among thousands of conference attendees is an overwhelming task.
I’ve seen my share of conference material that lacked creativity, imagination, and the ability to make those who walk by think “huh, what’s this company do?”
So how do you make someone stop in their tracks? Every brochure that you’ve unconsciously picked up has these 3 important details going for them:
- All of the necessary information is written and formatted for a print brochure medium
- The design makes them curious
- A representative of the company is there to immediately greet and start a conversation
To further explain why and how these 3 components make for a successful brochure, we need to dig a little deeper…
The 3 details that will change your company brochure from 'meh' to 'oh cool!
1. Informative and written for print
Having the right information written in the same tone as your brand will help conference attendees remember who you are and what you do.
The language that you use in your brochure is important as it helps to distinguish your identity from the many other booths that you’re competing with.
Answer these 3 questions to ensure that you are giving the necessary information to the right prospects:
- Will the information hit my prospect’s pain points?
- Am I able to provide a solution
- Is this information written in our brand voice?
- Have you included all the necessary company info?
Your prospect's pain points and your solution
To keep the information on your brochure concise, address the top 3 pain points that your prospect has in your brochure and save the others as a great resource for conversations.
When you address their pain points in print and in-person include how your products and/or services can help them. This continues the need for conversation as you can now include other ways your business is helping people.
Being consistent with your brand voice
It is easier for your prospects to remember if they can easily recall something that made you and your approach at the conference unique.
Think about your favourite social media marketing blogs like Social Media Examiner from Social Media Today. After a quick scan through, you'll notice that Social Media Today approaches the industry with more of a news publisher sort of look, while Social Media Examiner's material pertains to professionals. Rather than highlighting the latest in social media, SME approaches stories that are more focused on improving your work that is sometimes mentioned alongside a new update to a social media platform.
To understand how your brand voice sounds like to others, an Atomic Audit shows you what aspects of language resonates with your employees and your online audiences. When you understand where and how to improve your communications, you will be able to maintain consistent messaging in all of your documents by helping your readers remember who you are and what you do.
Teaching prospects about who you are
It's easy to say what products and services you offer, but many to include information about their own company.
Your conference brochure needs to include this information and your origin story. Sharing why you think your company is amazing and why you got started helps others better relate to you.
Pro tip: Make sure to answer the who, what, where, when, why, and how in your brochure and how interested parties can contact you.
2. Designed for curiosity
“Styles come and go. Good design is a language, not a style.” –Massimo Vignelli
After working for a very corporate company and seeing their brochures to then going to some marketing and startup events, I've noticed the difference a well designed brochure can make.
Many of them have been boring, but an even bigger majority are especially eye-catching and beckoning. The big tell is when you see a conference attending browsing through the room of booths. Some will stop because they recognize a familiar face or brand, and other's stop because a booth creates they are providing an exciting experience.
At each booth a person is able to choose between picking up a brochure or passing it by. The ones that catch their eye will...
- Have a design that uses brand colours, fonts, and aesthetic that visually welcomes visitors
- Have the faces of your team to make it easier for people to remember you without having to hand out the outdated business card
- Organize the information in a format for easy readability and scanning
The best part about designing for print is that it allows you to be more creative in your layout. You are no longer constrained to the limitations of "above-the-fold" or mobile design. You can now explore different layouts to give your prospects a more immersive and interesting experience on paper- in person.
Here's a great examples we created:
3. Your team is always ready greet
Providing the right documents for future prospects is always a good idea. An even better way to enhance the introduction your brochure creates, is to greet conference attendees as soon as they come to your booth and even those who pause.
Make sure that you know what sort of content is in your brochure and be able to add to that information in conversation.
As conference attendees glance at your booth and brochure, a team rep should greet and try to engage in friendly conversation.
Brochures act as a visual introduction and final takeaway, which then relies on you to increase their interest in your company through a handshake and a brief 10 minute chat.
Once you have your brochures out on the table be ready to welcome curious attendees with the right body language:
- Greet with a firm business handshake
- Have your hands at your side, or holding an asset that you can give to your visitor
- Stand in front or at the front corners of your table to welcome visitors to your booth
- Maintain a comfortable amount of eye contact while engaged in a conversation
- Be real, empathetic, and relatable
- Sign off with a line similar with, "it was great meeting you Sam, I will definitely be in touch after the conference" or "it was great talking to you Sam, I hope you enjoy the rest of the conference."
Apply these tips to our own strategy
At the most recent #CMWorld conference in Cleveland, we designed our own brochures to be interactive and informative. We made a wheel that people spun to explain who we are and how we're able to help prospects create content that really resonates with their audience.
Get them reading, get engaged
If you were having problems creating print assets that your prospects saw value in, remember these 3 components:
- A great business brochure is informative; a representation of your brand, and addresses how you can help solve your customer's pain points
- The design of your brochure is the first thing they see before they even start reading it. Be creative, but on-brand and organize the information for easy digestion
- Continue the conversation past making them read your brochure. Be able to give them more information and a great conversation to create a long lasting impression.
After learning about how to redesign your company's brochure, what other challenges did you find when creating conference assets? Let me know in the comments and share this article!