Reaching prospects is the #1 task for sales and marketing. Direct mail using post cards and brochures takes your message to prospects in their offices. But when there is an opportunity to reach a group of prospects at a meeting, seminar, conference, or trade show, you may need additional materials besides business cards and brochures.
Participating in an event for a group of prospects has three phases: preparing for the event, attending the event, and following up. In each phase there is a need for materials to be printed, distributed, and given away. These all need to be graphically coordinated to reflect your company or organization’s image or brand – especially since some of the staff at the event may not be seasoned marketing or sales professionals.
Begin by deciding on a marketing theme for the event. Tie it to your company’s overall marketing focus but tailor the theme to reflect the interests of the target audience who will be attending the group event. Some typical themes are how your product or service promotes efficiency and saves money; how it solves problems encountered by the target audience; what competitive advantage it imparts; or what enhancements to customer service it brings.