8 Essential Trade Show Marketing Materials for Success

Textual documentation of marketing principles

Trade shows are a bustling hub of business activities, exhibitions, and networking opportunities. Among the myriad displays and interactions, your brand needs strategies and tools to stand out and make a lasting impression. One of the most potent tools in your arsenal are trade show marketing materials. These materials, from banners to brochures, notepads to postcards, serve as silent ambassadors of your brand during these events. They are essential for transmitting your messages compellingly, sparking conversations, networking, and creating long-lasting business relationships.

Why Trade Show Marketing Materials Are Important?

Trade show marketing materials play a crucial role in ensuring the success of your participation in any trade show or exhibition. They allow everyone involved to have a great trade show experience and deepen their impression of the company.

Brand Visibility and Recognition: Trade show marketing materials like banners, posters, brochures, or display items featuring your logo and branding make your trade show booth visually appealing and easily recognizable. They work to create an immediate and memorable impression on passersby, attracting more visitors to your stand.

Communicating your Message: Marketing materials are tactile and detailed, allowing you to communicate comprehensive information about your products, services, and the ethos of your brand. Through brochures, product samples, or leaflets, attendees can understand your offerings better and recall them at a later time.

Encouraging Engagement: Exhibits with engaging marketing materials like interactive displays, custom notepads, or contests can encourage more client interaction.

Aiding in Networking: Business cards or contact forms facilitate networking by providing potential clients or partners with your contact information. They serve as a tangible reminder of your interaction, facilitating follow-ups and further discussions.

Facilitating Sales: Sales brochures, price lists, or special discount leaflets can drive direct sales during the trade show itself. They can also stimulate post-event sales by providing clients all necessary information to make a decision.

Promoting Customer Loyalty: Offering promotional items or exclusive loyalty cards at a trade show can help foster customer loyalty and can also appeal to new customers.

Here is a list of some marketing materials:

Trade Show Marketing MaterialsLevel of Importance (1-5)Features
Business Cards5Essential for networking, they provide all necessary contact information for post-trade show connections.
Banners and Posters5These visually appealing materials grab attention, draw attendees in, and make a strong initial impression.
Brochures4Important for providing a comprehensive overview of your business, products, or services.
Product Samples or Demonstrations4Let attendees see or experience what you’re offering firsthand, can have a deep impact and increase chances of conversion.
Branded Apparel3Wearing clothes featuring your logo increases brand visibility and recognition.
Swag Bags (Promotional merchandise)4Freebies attract attendees to your stand and keep your brand name visible after the trade show ends.
Custom Notepads3These can increase engagement, are typically kept and used post-show, keeping your brand in view.
Promotion or Discount Codes4Incentivizes potential clients to pursue a business relationship post-trade show.
Digital Display content3Multimedia presentations can be engaging and persuasive ways to showcase your products or services.
Social Media Prompts2Encouraging attendees to check-in, take photos, or use a hashtag broadens your reach.
Sales Forms (Order Forms, Quotation Forms)3These facilitate sales that can occur during or immediately after the trade show.
Sign-up Sheets (for Newsletters or future contact)3Help in lead generation and keeping potential clients in the loop.
Postcards3Easy-to-carry information cards that are useful for succinctly sharing product or service details.

Banner Displays

A banner display is like an artist’s canvas for your brand at a trade show. As one of the first points of interaction, it commands attention, and therefore needs to be both attractive and impactful. The message needs to be short, yet powerful enough to resonate with your audience. Please make sure the printing is clear. Creativity, innovation, and professionalism should be integral features that can mirror the ethos of your brand. Banners can serve multiple purposes—from displaying your brand logo, announcing a new product launch, or simply inviting attendees to your booth. Remember, a captivating banner display is key to steering foot traffic and enhancing brand awareness towards your exhibit.


Brochures are one of the most common, yet significant components of trade show marketing materials. With them, you can stylishly present vital information about your products, services, brand history, and selling points. This is an opportunity to accomplish impactful storytelling, where the design, choice of colors, typography, text, and images all collaboratively work to reflect your business profile and ethos. With brochures, you can also share insider tips, firm values, or fascinating stats that can add a touch of personality and context to your brand.

Exhibitors hand out brochures at the exhibition

Sale Invite Forms

Sale invite forms function as tangible records that preserve the interaction details between you and a potential customer. Whether it’s a quotation, order form, or just a sign-up form for further correspondences, these documents can be custom designed to be visually appealing while still providing essential details about your brand’s mission statement and purchasing procedures. In essence, these forms facilitate streamlined business interactions during the massively attended trade show events.


Custom Notepads

Custom notepads offer an avenue for personalized engagement. Branded notepads help maintain a consistent brand image while providing a practical tool for attendees. These notepads can be used by your team members to jot down important points during discussions, or by attendees to make notes. The very act of writing can build a stronger cognitive connection with your brand, thus making this type of engagement memorable.


Postcards work as the pocket-friendly version of your brochures, packing useful details in a compact form. Sleek, colorful postcards carrying your product information, company details, and contact information are easy for attendees to carry and often make a good replacement for bulky brochures that might get discarded due to inconvenience. Consequently, postcards offer an efficient and non-intrusive way of sharing your business details at trade shows.

post card

Business Cards

Business cards are a staple in trade show marketing materials. They are the perfect blend of professionalism and branding. They serve as a micro introduction to your business, holding vital contact information and conducting the transition from being just another trade show attendee to valuable contact. Making them unforgettable and eye-catching should be your primary goal, as their value extends far beyond the trade show event itself to follow-up meetings, calls, or collaborations.

Business Card

Swag Bags

Trade show attendees love freebies. Branded items, especially practical or quirky ones, are favored by attendees. This giveaways an opportunity to create useful gifts like keychains, pens, mugs, etc., that display your brand logo and contact information. These items not only act as a constant reminder of your brand but also foster a positive brand affinity among potential clients.

Exclusive Coupons or Cards

Coupons or cards can incentivize trade show attendees to explore a business relationship with your brand even after the event. Providing exclusive discounts or special offers that are unique to the trade show can reinforce the connection between the attendee and your brand. Additionally, it encourages them to be more inclined to invest in their products or services, strengthening the post-trade show engagement.

How Promotional Marketing Materials Enhance Trade Show Outcomes?

Promotional marketing materials such as loyalty coupons, freebie items, postcards, notepads, and business cards can significantly enhance your trade show outcomes. They help extend the life of that first impression beyond the duration of the event, help foster brand recall, drive post-show engagement, and facilitate fostering business relationships. They serve as the dynamic components of your brand’s integrated marketing strategy as they combine the aspects of personal selling, direct marketing, and sales promotions.


To sum up, trade show marketing materials, as diverse as they are, collectively contribute to the overall success of your business at trade shows. Understanding the unique role and contribution of each marketing element within these environments can help businesses optimize their trade show marketing tactics. From attracting potential clients, facilitating meaningful conversations, leaving impressions, to fostering post-show engagement, your trade show marketing materials serve as crucial brand-building tools. Therefore, investing in creating high-quality, engaging, and innovative trade show marketing materials can significantly enhance your trade show success, making these events highly beneficial arenas for your business growth.

Enhance Your Trade Show Success with Aplusexpo

If you want to attract more people to visit your trade show exhibit and learn about your products or services in the next trade show, the best way is working hard to trade show marketing materials. Aplusexpo can be your go-to solution for optimizing your trade show marketing materials. They can help design standout company banners, visually appealing business cards, and more. Their proficient team not only offers creative ideas for trade show marketing, but they also have a wealth of resources to guide you towards successful trade show marketing. Take your trade show presentation up a notch with expert assistance from Aplusexpo.

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