Expand Tips from the Experts – John Blackburn

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John Blackburn, Expand Account Executive, john.blackburn@expandmedia.com

Hi, my name is John Blackburn and I’m an Expand Account Executive for the southern Midwest region of the United States.

Expand has a remarkable and intelligent product line that is designed to be impactful, yet simple and elegant. Value is second to none. In this post, I touch upon the importance of brochures and other hard collateral in a client’s event and how to easily add the means to present them.


The Importance of Using Print Collateral for Trade Shows, Events and Activations

The importance of brochures and flyers at trade shows, events and activations cannot be overlooked, even at this day and age where everything is digital. A brochure is a physical piece of print collateral that is carried by the customer. When a potential client walks away from a presentation, even the savviest digital campaign can fall down the memory hole, while a physical piece of paper is a tactile and visual reminder of what the customer just saw. In addition to that, a flyer can point the way to your social media, website and other digital information that the customer might otherwise forget.

Benefits:
The benefits and impact of these physical tools cannot be overlooked, but in case more evidence is needed, google search for “importance of brochures” or something similar to see why they are so important at trade shows and marketing events.

With that established, how does that relate to what we are doing and this blog? Simple: In presentation environments, this collateral needs to be easily accessed by the customer and attractively placed so that the customer wants to access it. At Expand, our entire focus is on simple function and elegant presentation. Take for instance our Expand BrochurePocket. It’s a multi-functional item that can be used on almost any product in the Expand product line, and pretty much any other product line too!

The thing to remember here is to not overlook this when organizing a trade show or event setup. Considering the relative low cost of a brochure-vehicle as it relates to the overall cost of the presentation, it’s critical to include it. It should be an automatic addition when doing a design or cost preparation for an event similar to including lighting.

Expand has a very targeted range of products to address this need. We have done our best to create maximum value as well! Our Expand BrochureStand is an extremely well-designed literature centerpiece that is simple to operate, can hold a large amount of collateral and is very versatile. Not only can it be an attractive way to hold brochures, it can also be a display on its own with a graphic!

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Our Expand BrochureHolder is an item that started an industry all on its own.  A simple foot, pole, and rollable mesh with provisions to hold standard-sized handouts; it is attractive, functional and budget-friendly. It’s available as a single-width 4 pocket, a double-width 8 pocket and a double-width 2 pocket with a graphic.  This last iteration is often referred to as the “silent salesman” and is ideal for un-manned locations and anywhere where a graphic or branding is desired to bring the client to the brochures.

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The Expand BrochurePocket that I mentioned above is a simple, versatile acrylic applique that can be attached to a myriad of items: On our Expand GrandFabric, so eloquently presented in this blog by Bill Hetzel, the Expand BrochurePocket can attach to either side, and can daisy-chain to as many as six pockets!  Our Expand PodiumCase (see this great entry by Jack Petroski) is also a great place to use this product, freeing up the top counter.  It can also attach by magnet to a thinner substrate on one of our retractable displays or a banner stand.

So don’t forget to add these to your upcoming events or quotes! They add tremendous value and over time can make a positive impact to your bottom line and your customer’s satisfaction! I hope you enjoyed my post and find the information useful.

Click here to see an Expand booth setup with brochure stand >>



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