Walk any trade show floor and you’ll be hit with a blur of booths, banners, and branded freebies. But once the event is over and attendees head home, the real question is—will they remember you?

The truth is, your handouts aren’t just something to fill a tote bag. When done right, they can act as quiet sales tools, reminding prospects who you are, what you offer, and why you’re worth a second look. When done wrong, they get left in hotel rooms or buried under a pile of paper.

Here’s how to make your trade show materials more useful, more memorable, and more likely to drive results. 

1. Print With Intention

Most of us have seen the standard multi-page brochure: lots of copy, a few generic images, and a rundown of the company’s background. While informative, it's rarely engaging and let’s be honest, most of it doesn’t get read. 

Instead, think of your print materials as an extension of your sales team. They should spark interest, support what’s being shared at the booth, and give prospects something of value to take away.

Some ideas that work well:

  • One-pagers that highlight your most popular offerings

  • Visual comparison charts that show how you stack up to competitors

  • Quick-reference guides or checklists tailored to your industry

  • Show-exclusive offers with a QR code for easy redemption

Keep it clean, simple, and easy to skim through. Think about when these materials will actually be read—on a plane, between meetings, or after the event has ended. Dense text and heavy layouts won’t hold attention.


2. Choose Giveaways People Actually Want

Branded giveaways are everywhere—but most of them don’t make it past the hotel room trash can. To make yours stand out, ask one simple question: Would I actually use this after the event? If not, skip it. 

Instead, aim for items that feel practical or thoughtful. Things people want to keep around:

  • Stylish, durable tote bags

  • Multi-port charging cables or portable phone chargers 

  • Stylus pens or notebooks with subtle branding

  • Reusable water bottles or insulated travel mugs

  • Tools that are relevant to your audience’s day-to-day work

The goal is to stay visible long after the event ends. If they use your giveaway regularly, your brand stays top of mind.

3. Let Them Interact With Your Product

Printed materials are helpful, but nothing beats a hands-on experience. If there’s a way for people to try, test, or sample what you offer, make it happen.

Here’s how that could look:

  • Product samples they can test at home

  • Trial access to your software or service

  • Swatch books, material samples, or mini kits

  • Scaled-down demos they can engage with at the booth

People remember what they physically experience, how it felt, what it looked like, how it worked. That kind of memory makes your follow-up feel more relevant and impactful.

4. Make It Easy to Take the Next Step

Leads go cold quickly. If someone’s interested but doesn’t know how to follow up or if it’s too much work to do so, they probably won’t.

Make it obvious what to do next:

  • Include your contact details (and make them easy to spot)

  • Use a clear call to action: “Book a demo,” “Claim your discount,” “Download the guide”

  • Point to helpful digital content: a landing page, case study, or short explainer video

  • Add a QR code for quick access

The goal isn’t just to inform, it’s to guide them to the next step while they still remember who you are. 

5. Match Your Handouts to Your Booth Experience

Your handouts shouldn’t feel like an afterthought. The best materials are tied to your overall booth strategy.

If you’re running live demos, handouts could include quick-start instructions or a tips sheet. If your focus is sustainability, make sure you’re using recycled materials and avoiding single-use plastics.

Everything including your messaging, visuals, and takeaways should feel like part of the same story. When your materials align with your presence on the show floor, you leave a more consistent, credible impression.

Good handouts don’t just inform, but they extend your presence beyond the event. They’re practical, purposeful, and designed to do more than sit in someone’s bag.

So the next time you plan your trade show booth, think carefully about what you’re giving out. With the right mix of print, product, and post-show direction, your materials can keep the conversation going, long after the show wraps up. 

 

Share