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As trade show season quickly approaches, companies all over the country are opening up their storerooms. They are pulling out boxes of literature printed over the past year (or more) to take inventory of what is available as handouts for prospects who visit their booth. This is the perfect time to develop a better method to manage literature at trade shows.

First impressions count, and if you’re using the same literature as in past years, there’s a good chance that it has suffered in appearance due to shipping and storage. It’s also safe to say that the content is probably outdated and could use a refresh to reflect changes in your offer and conditions in the industry.

If this is you, consider stopping the trend of large, print runs and instead focus on how you manage your literature inventory by aligning it to your immediate and future needs.

To do this, work with a printer that uses digital presses and can offer print-on-demand services that allow you to customize and print only what you need, when you need it. Not only will this minimize your upfront cost and eliminate waste, it will also enable you to better target the individuals and groups that will be receiving your literature.

For example: if you’re attending a trade show, you can customize a small section of your literature for the show by adding the event logo, a specific call to action or reinforce an incentive built into your trade show plan. The same can be done for smaller literature runs needed to fulfill daily inbound inquiries. Customization has proven to produce better responses from prospects, and it also helps reduce your cost throughout the year.

At ResponsePoint, we specialize in understanding and showing you how to execute the best practices of marketing performance across all of your cross media promotions. This enables us to improve your lead generation activities to maximize performance and your return-on-investment. If you want to improve the impact of your literature , take advantage of print-on-demand or optimize other areas of your business, give us a call or drop us an email.