There are several pieces of old advice that all go something like this: “If you want to be successful, plan to be successful.” That’s particularly pertinent when it comes to tradeshow marketing materials, where it’s smarter to be optimistic than it is to emphasize saving very small amounts of money.
What we are referring to specifically is the tendency of companies to under-order printed materials that they’ll be distributing at trade shows. It’s always important to limit expenses, of course, but there are a few good reasons to have plenty of printed brochures, fliers, etc. at hand:
1. You don’t want to run out. It goes without saying that you don’t want to have to turn away interested customers simply because you don’t have printed materials to provide to them.
2. Good tradeshow marketing materials can be used again. Unless what you’re printing is entirely date-specific, it makes sense to order extras and simply use them at the next industry event.
3. You’ll save money over the long term. Printing it all is much, much cheaper than starting an entirely new run, so why not maximize your savings?