Fall is one of the busiest seasons for business events.
Trade shows return, professional associations hold conferences, community organizations host fundraisers and markets, and businesses begin preparing for year-end promotions.
Whether you’re attending a large industry conference or setting up a table at a local community event, the materials you bring with you influence how people remember your business after the event is over.
A booth can attract attention for a few minutes. The right printed materials give potential customers something they can take with them.
The key is deciding what you actually need before sending everything to print.
Start With the Type of Event
Not every event requires the same marketing materials.
A booth at a major trade show may need large-format graphics, brochures and presentation materials, while a local networking event might only require business cards and a concise service sheet.
Before ordering anything, consider:
- Who will attend?
- How many people are expected?
- Will you have a booth or table?
- How much space will you have?
- What do you want attendees to do next?
- Will people need detailed information about your services?
- Are you promoting a specific offer?
- Will your materials be taken home?
Answering these questions helps prevent both over-ordering and arriving without something important.
For a broader look at matching print products to marketing objectives, read Choosing the Right Printed Marketing Materials for Different Business Goals.
Business Cards Are Still Essential
Trade shows and networking events are exactly where business cards continue to shine.
They’re quick to exchange, easy to carry, and give someone a physical reminder of the conversation they had with you.
Before an event, check that your cards still contain the correct:
- Phone number
- Email address
- Website
- Logo
- Job title
- Social information, if relevant
If your branding or contact information has changed, don’t use an old stack simply because you still have them.
Your business card should represent your business today.
For more ideas, read Business Cards That Leave a Lasting Impression in Kelowna.
Give People Something Useful to Take Home
People attending busy events encounter dozens, sometimes hundreds, of businesses.
A good brochure, rack card or service sheet gives them a reason to remember yours.
The best takeaway depends on what you need to communicate.
Brochures work well when your products or services require explanation.
Rack cards are useful when the message is concise and highly visual.
Single-page service sheets are ideal for professional or B2B businesses that want to summarize capabilities without producing a larger brochure.
Whatever format you choose, make sure someone can quickly understand:
- Who you are
- What you offer
- Who you help
- Why they should choose you
- How to contact you
Don’t try to squeeze your entire website onto a printed page.
Use Large-Format Printing to Attract Attention
Before someone picks up your brochure, they have to notice your booth.
Large-format graphics can make your space easier to identify from across a room.
Depending on the event and booth setup, that might include:
- Pull-up banners
- Posters
- Display graphics
- Table signage
- Directional signs
- Branded backdrops
Keep large-format messaging simple.
Your company name, logo and one clear message are usually more effective than trying to list every product or service you provide.
Good event signage should tell someone who you are within a few seconds.
Make Your Table Look Intentional
A folding table covered with stacks of paper doesn’t make the strongest first impression.
Printed materials should be organized so visitors can immediately understand what they’re looking at.
Consider creating separate areas for:
- Business cards
- Brochures
- Promotional offers
- Product information
- Sign-up information
- Giveaways
Small printed signs or display cards can help visitors understand what to take without requiring someone to explain every item.
The result should feel welcoming rather than cluttered.
Connect Print With Your Digital Marketing
Print and digital marketing don’t need to compete with each other.
In fact, events are an ideal opportunity to connect them.
QR codes can direct attendees to:
- Your website
- A specific landing page
- Event registration
- An online catalogue
- A contact form
- A special promotion
- Your social channels
Keep QR codes large enough to scan easily and test them before printing.
It’s also helpful to include the web address in text whenever practical so visitors have another way to access the information.
Print works particularly well when it gives customers a tangible reminder while digital channels provide the next step.
That’s one of the reasons businesses continue investing in both. Learn more in Why Businesses Still Use Print Marketing in a Digital-First World.
Keep Your Branding Consistent
Your booth graphics shouldn’t look like they belong to one company while your brochure looks like it came from another.
Consistency helps people remember you.
Use the same:
- Logo
- Colours
- Fonts
- Photography style
- Messaging
- Contact information
across your banners, business cards, brochures, handouts and signage.
If your business has recently rebranded, an upcoming event is an excellent deadline for replacing older materials.
For more on creating a cohesive brand presence, read The Importance of Consistent Branding Across Signs and Print Materials in Kelowna.
Check Your Artwork Before Printing
Event deadlines have a way of arriving quickly.
Rushing artwork into production can lead to avoidable mistakes such as:
- Low-resolution images
- Missing bleeds
- Incorrect dimensions
- Old logos
- Typos
- Incorrect contact information
- Poor colour reproduction
- Important content too close to trim lines
Always proof event materials carefully before approving production.
Pay particular attention to dates, phone numbers, URLs, QR codes and email addresses.
For a checklist of common problems, read Print Mistakes That Can Cost Your Business and How to Avoid Them.
Don’t Wait Until the Week of the Event
One of the easiest ways to reduce event stress is to order printed materials early.
Planning ahead gives you time to:
- Finalize artwork
- Review proofs
- Make corrections
- Select appropriate paper and finishes
- Produce larger quantities
- Coordinate multiple print pieces
- Reorder if attendance increases
Large-format displays and specialty products may also require additional production time.
Ideally, start reviewing your event materials several weeks before they’re needed rather than several days before.
Think Beyond the Event Itself
Good event materials shouldn’t necessarily become useless the moment the event ends.
Unless you’re promoting a specific date or limited-time offer, consider designing brochures, banners and service sheets that can be reused at:
- Future trade shows
- Client meetings
- Networking events
- Sales presentations
- Your reception area
- Community events
Evergreen materials often provide better long-term value.
For event-specific information, a smaller insert, postcard or flyer can be produced separately.
How Much Should You Print?
Ordering too little can leave you empty-handed halfway through an event. Ordering far too much creates unnecessary waste.
Estimate quantities based on:
- Expected attendance
- Number of event days
- Previous event experience
- Number of staff attending
- Whether materials will be handed to everyone or only qualified prospects
- Whether leftovers can be reused
Business cards are generally worth having in generous quantities because they’re inexpensive, compact and useful after the event.
Higher-value brochures or specialty pieces can be distributed more selectively.
Make Your Next Event Count
Trade shows, conferences and community events give businesses something digital marketing can’t fully replicate: an opportunity to meet customers face to face.
Professional print materials help extend that interaction beyond the conversation.
A business card keeps your contact information nearby. A brochure explains your services. A banner helps someone find you across a crowded room. A well-designed takeaway reminds them who you were several days later.
Signcraft & Print Shop works with Kelowna businesses to produce professional event and marketing materials, including business cards, brochures, flyers, posters, banners, rack cards and other printed pieces.
If you have a fall event approaching, getting your materials organized early gives you time to create a consistent, professional presence without the last-minute rush.
Get in touch with Signcraft today!
Frequently Asked Questions
What printed materials should I bring to a trade show?
Most businesses benefit from business cards, a brochure or service sheet, and some form of larger booth signage. The exact combination depends on the event, your booth size and what you’re promoting.
How early should I order trade show printing?
Start planning several weeks before your event whenever possible. This provides time for artwork preparation, proofing, revisions and production, particularly if you require banners or specialty materials.
Are business cards still useful at conferences?
Yes. Business cards remain convenient for exchanging contact information during face-to-face conversations and give attendees a physical reminder of the people they meet.
Should I put a QR code on my event materials?
QR codes can be very effective when they direct visitors to something useful, such as a landing page, catalogue, registration form or special offer. Always test the code before approving the artwork.
What should be on a trade show banner?
Keep the message simple. Your company name, logo and one clear statement about what you do are generally more effective than filling the banner with detailed information.
Should event brochures include prices?
That depends on your business. If pricing changes frequently or services are customized, keeping prices off an evergreen brochure may allow you to use the material longer.
How many brochures should I print for an event?
Base the quantity on expected attendance and how selectively you’ll distribute them. If the brochure can be reused after the event, ordering additional copies may provide better value.
Can the same event materials be used again?
Yes. Keeping dates and event-specific details off your main banners, brochures and service sheets can allow them to be reused. Event-specific information can instead be printed on smaller inserts or flyers.
Can a print shop help prepare my files for printing?
Yes. A professional print shop can review artwork requirements and identify potential production issues before printing, although the level of design or file preparation available will depend on the project.
