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Product literature seems to be a dying promotional form, but it still has an important place in consumer shows. The key is knowing how to use it effectively.
I once read a survey which determined that 50% of literature simply picked up at a trade show is thrown away before the person leaves the building.
So have literature, but treat it like a prized possession. Keep it hidden, or at the back of your exhibit. Then, once you have determined that ashow guest has a real interest, bring it out, open it up, point out the key things you want them to remember, then let them have it. They will keep it, and they will use it to make a decision.
David J Zimmerman
Southern Shows Inc.
Using Literature Effectively
OCTOBER 16, 2012
Don't just hand out literature - open it up and explain why you're giving it to the show guest.
I once read a survey which determined that 50% of literature simply picked up at a trade show is thrown away before the person leaves the building.
So have literature, but treat it like a prized possession. Keep it hidden, or at the back of your exhibit. Then, once you have determined that ashow guest has a real interest, bring it out, open it up, point out the key things you want them to remember, then let them have it. They will keep it, and they will use it to make a decision.
David J Zimmerman
Southern Shows Inc.
Topical: Selling
