The cards
CHALLENGE
In preparation for a major industry trade show, we were tasked with developing new marketing collateral that would be printed and distributed at the booth. The initial request was for a more traditional brochure that included core messaging for the entire product portfolio, as well as their key applications and processes. The problem? These products were in very different stages of development, and they have very different target markets. Not to mention, we had about six weeks to develop, print, and ship the collateral to the event.
STRATEGY
We identified content requirements that would satisfy the initial sales request while adhering to a strict timeline. We knew that the right solution would:
Be easy to create and update on the fly
While in development, information about these products is constantly changing, so an all-inclusive brochure would have an inevitably short shelf life. Each card contains only a small bit of information, so we were able to execute a more agile content development process where we sent individual cards to the printer as they were ready.Speak to product-specific audiences
Ultimately, there were 18 individual cards. We designed them so that it would be easy for booth visitors to identify groups of cards that are relevant to their specific product interest. Additionally, this allowed us to apply product-specific branding and CTAs.Enhance the booth experience
Trade shows are seen as a primary opportunity for brand exposure and demonstrating industry leadership. The booth is nothing short of an art installation, so the collateral had to be extremely polished and contribute positively to the overall experience. Each card told a story about a specific product or display within the booth. A bin full of red binder clips encouraged attendees to notice the cards and create their own custom brochure.
GALLERY
RESULTS
On all accounts, the cards were very well received. The booth staff found them to be a useful resource during their conversations with attendees, and there were several immediate requests from partners to use the cards in their own marketing efforts. Even trade show attendees were enthusiastic, going as far as to share their feedback on social media:
