Don't Forget the Catalogue!

The Event Catlogue makes a great marketing opportunity, use it!

Almost every exhibition has an exhibition catalogue. Commissioned by the event organiser, the core editorial features of these publications are the profiles of all the exhibitors at the show, along with the floor plan, list of exhibitors, speaker/event programme, and essential visitor information.

There are many ways in which you can exploit the potential of this medium to lift your company head and shoulders above your competitors - often at a relatively small, or even no, cost.

Remember that the catalogue is an exclusive marketing opportunity because:

• You are only entitled to an editorial entry by virtue of the fact that you have decided to take a stand at the event.

• At most exhibitions, advertisements in the catalogue are restricted to exhibitors only.

So, once you have booked your stand, make the most of the catalogue! After all, the organiser is producing it for your benefit.

 The catalogue is the one item that most of your key customers are virtually guaranteed to take away from the event. Typically, exhibition visitors use the floor plan, product guide, list of exhibitors and seminar/conference programme to find their way around on the day. Then they study the profiles of the exhibitors - and read the advertising - in more depth on their journey back from the exhibition, and in the relative peace and quiet of their office or home. And they will repeatedly use the catalogue as a research tool, for months or even years after the exhibition.

The catalogue is therefore the perfect opportunity to reinforce the success of a recent meeting with a key client or prospective client. You can also use the exhibition guide to present your credentials to hundreds or thousands of other prospective clients who have recently taken time out of their lives, and incurred travel and other opportunity costs, to find out a lot more about new or existing suppliers.