The Power of Print Marketing for Trade Shows and Events

Imagine walking into a crowded convention hall. Perhaps you are there for home and garden trade shows or a massive vendor networking event for your industry. This is a golden opportunity to make important connections, and everywhere you look, booths are stacked side by side. As you make your way through the crowd, you find yourself shaking a lot of hands, grabbing even more business cards, and watching or listening to countless demonstrations and sales pitches. The four or five hours you spent on that floor were fantastic. And yet, when you are back at the office the next day, flipping through your bag of goodies and recounting the events of the previous day, it is not the sales pitches, videos, flashing screens, upbeat music, or digital ads that keep those messages in front of you and top of mind. It is the well-designed postcard from that one vendor you met somewhere near the end of the day, the clever sales slicks about that new instrument you liked, or even the well-timed mailer you got weeks earlier that convinced you to attend. It is in that moment that you realize how powerful print marketing still is in today’s digital age.

There is a litany of uniquely effective marketing tactics in the modern digital landscape, including email campaigns and social media. And yet, emails get deleted, social media ads disappear from feeds, and digital banners quickly fade. But well-designed printed collateral—a brochure, catalog, sales sheets, or presentation folder—lingers on desks, gets passed around, and remains tangible, sticking with a client long after your first interaction. As spring approaches and trade shows ramp up between March and May, many businesses are finalizing booth designs, ordering giveaways, and scripting pitches. But they also need to investigate how print marketing can support these events before, during, and after.

Have You Considered These Print Marketing Pieces for Your Next Trade Show or Event?

• Brochures, flyers, rack cards, and handouts
• Personalized direct-mail teaser invitations
• Business cards
• Sales sheets
• Catalogs
• Magazines
• Infographics
• Tabletop pop-up displays 
• Newsletters
• One-pagers
• Branded pocket folders
• Notepads, sticky notes, and stationery
• Large-format booth signage and banners
• Custom table tents
• Thank-you postcards and follow-up mailers

The key with all these examples is to think outside the box to get noticed. If you are still relying on the same one-size-fits-all solution to print materials, it might be time to work with a commercial printer specializing in tailored designs, customized solutions, and high-quality finishes. That is what we do at Brumley Printing, and we like to think we do it better than anyone else.

Print Marketing for Trade Shows Is a Game-Changer

A consistent figure reported by numerous industry sources indicates that roughly 13,000 trade shows, exhibitions, showcases, and other regional events are held annually in the United States. Dallas-Fort Worth is consistently ranked among the most popular host cities, right up there with Las Vegas, Orlando, San Diego, and Chicago, and industries that take part range from technology to construction and everything in between. And they all have the same goal—make deals, launch products, build relationships, and, more importantly, be seen.

It is a massive industry, so much so that recent statistics suggest the trade show industry contributed $101 billion to the U.S. economy in 2023. The U.S. B2B trade show market specifically reached $15.78 billion in 2024. While many shows are deliberately smaller, others can attract upwards of 100,000 attendees in a single day or weekend.

Each attendee shows up ready to engage, and whether they act depends largely on print marketing. There are several reasons for these preferences:

1. Digital fatigue means print leaves a lasting impression

Even though everyone can appreciate the digital world and quick access to information, many people are often overwhelmed by the volume of electronic communications and marketing tactics. This is especially true at trade shows, where attendees are constantly scanning QR codes, posting on social media, or working their way through yet another digital prompt. It is almost white noise for many people—even though it is right at their fingertips. Meanwhile, holding something in your hand (a flyer, a branded pocket folder, or a take-away infographic) is more personal, slows people down, and acts as a reminder. That tangible quality communicates your brand message and helps you stand out amongst competitors.

2. Enhances brand visibility

Especially in crowded environments like trade shows, print marketing gives your brand a physical presence they can take with them and serve as a reminder long after they leave your booth and move on to the next one. Your logo, colors, and fonts resonate long after your initial conversation ends.

3. Builds upon existing credibility

Your target audience will automatically see you as credible if you are at the same event and can talk to you. But there is something to be said for the moment you hand them a brochure, magazine, flyer, or catalog. These items reinforce trust and credibility by showing that you took the time to prepare and invested in quality takeaways on site.

4. Helps with planning

Professionals of all types rely on printed pocket folders to coordinate logistics and materials for conferences, seminars, trade shows, and other expos. These folders contain schedules, vendor contracts, guest lists, maps, and other pertinent information, ensuring that all aspects of the event run smoothly.

5. Encourages sharing within offices and teams

Even though you will likely talk to a lot of people at a trade show, the odds are high that the person you talk to is not the decision-maker. Even if they are, they have partners and vendors who may also be intrigued but could not attend. Print materials extend your reach by allowing them to be passed around, creating an additional touchpoint you may not have previously had.

6. Print marketing supports other marketing efforts

Again, there are many marketing options out there to help you stand out in a crowded trade show. Truthfully, you need to take advantage of as many of them as possible. But never underestimate the power of printed collateral as an additional option in your marketing toolkit. Every aspect of your collateral can be customized to engage with your audience, increase brand recognition, and drive results.

Those Who Utilize Print Marketing Before, During, and After Trade Shows Win the Day

There is so much that goes into being successful on a trade show floor, which is why most vendors spare no expense on marketing. You might see large-format banners, videos, on-site products, and perhaps even a laser light show—just to grab and hold onto someone’s attention. The beauty of print marketing is that you can gain the upper hand well before the doors open and long after they close. In fact, most successful print strategies for trade shows start weeks—or even months—before the doors open and continue after the final booth is packed up.

Here are just a few additional ways print marketing can help with that:

• Direct mail teasers: Sending these out before the event alerts prospects to your exhibition in their area and why they should visit. That early visibility can mean the difference between someone intentionally seeking out your booth or walking right past it because they were not aware you were there.
• Print collateral helps when you can’t talk to everyone: As much as you want to talk to everyone at once, it is not always feasible at a busy trade show. Having printed materials like sales sheets, product guides, and brochures means your collateral can speak for you until you get a chance to speak to that person.
• Post-show follow-ups: A thank-you postcard, personalized letter, or follow-up brochure reinforces your conversation and helps prospects remember your brand. Doing this can reignite interest weeks later, and the stats back this up. According to several online sources, the average response rate for direct mail currently falls around 5.1% compared to the 0.6% response rate emails generate. According to a generational study by the United States Postal Service, 71% of all consumers are excited to discover what the mail brings every day, and nearly half of millennial consumers went to a brand’s website to take action after receiving relevant direct mail.

Trade shows are about human connection, and print marketing supports that goal by adding depth, clarity, and continuity to every interaction. From pre-show direct mail teasers to on-site booth materials and post-show follow-ups, print plays a vital role in making trade shows successful.

As businesses prepare for the upcoming spring season of trade shows, embracing the power of print is not about competing with digital marketing—it is about enhancing it.

Print Marketing Helps Trade Show Success with Brumley Printing in Your Corner

Print may be traditional, but in trade shows, its impact is anything but outdated. When used correctly, it is a great way to leave something tangible behind for an existing or prospective client. Doing so gives your target audience something to consider that they can refer to repeatedly. Some might overlook this marketing tactic in favor of digital options, but marketing collateral influences purchasing decisions more than you might think. This is especially true when you partner with a reputable commercial printer.

Ready to make your next trade show printing project a success? Start planning today, and watch your brand leave a lasting impression! Brumley Printing’s experts can help you select the right print marketing collateral to meet your needs. There are options for every budget and taste. When you choose Brumley Printing as your commercial printing company, you can be assured of high quality and great value.

Brumley Printing has been helping Fort Worth businesses with their custom printing and marketing needs for over 30 years. We work with our customers to understand their unique ideas and needs. We ask the right questions and take pride in identifying potential obstacles in advance. This collaborative effort provides invaluable peace of mind every step of the way. To get started, call us at (817) 336-5551 or complete the form below.