We all know that the exhibition industry has an endemic issue with waste, particularly from traditional custom-build stands. The exhibition stands are built using valuable resources, used for two to three days before being thrown into landfill. With other industries pushing towards sustainability, exhibition organisers and exhibitors are following suit. Not just with the exhibition stands, but also with the unnecessary literature! Aside from the sustainability factors, exhibitions are quite long, and carrying around cumbersome brochures and literature can be exhausting. Literature also takes up valuable space on an exhibition stand that could be used for products!
We spoke with exhibiting experts, Quadrant2Design, a UK-based sustainable exhibition stand design and build contractor. Quadrant2Design is an expert in the industry with 25 years of experience. They offered 5 tips for ditching the brochures and catalogues at your exhibitions in favour of sustainable alternatives!
NFC Technology
Near-field communication Technology (NFC) is revolutionising the event scene with two-way wireless technology that allows devices to exchange data.
Save visitors from deep diving through a ten-page brochure and instead guide them to specific content using NFC tech. As a visitor, you can speak to hundreds of potential suppliers in a day. No matter how riveting your conversation is, it can be hard to remember the differences between products and services. NFC can solve this issue.
For example, Vice offers Table Talkers and Vice Tap to share content or media. This could be a specific product page, a YouTube video, or a presentation! Prospective customers can revisit these pages post-show to view a specific product or service. Visitors don’t need to scan anything, simply tap a smartphone near the communicator.
Likewise, NFC tech can be used to create contactless business cards. With a simple tap, visitors can receive your digital business card, for contact post-show. Business cards are easy to misplace, whereas a digital version is impossible to lose!
This approach exudes professionalism, proves your sustainability credentials, leaves a lasting impression and takes your exhibition to the next level.
QR Codes
One of the most effective ways of replacing brochures is through QR codes! There are many ways to use QR codes, such as linking to useful content pages, specific product info and even digital PDF brochures. Some exhibitors use multiple QR codes to guide buyers to product pages, saving key decision-makers from sifting through websites and lengthy brochures.
QR codes can be placed directly on stand graphics, floor graphics, or countertops for visibility and easy access. Alternatively, some people include QR codes on business cards or freebies to direct individuals to specific product pages, instead of distributing general brochures. This ensures key decision-makers can quickly find relevant information.
Like NFC technology, QR codes elevate your exhibition presence and prove your sustainability credentials.
Yourstand.at
Many of Quadrant2Design’s clients also use QR codes to link to YourStand.at. YourStand.at is a highly customisable website, exclusive to Quadrant2Design clients, that markets your event appearance. The website includes exhibition stand renders, products displayed at the show, inquiry forms, show offers, and downloadable product info. YourStand.at seamlessly combines digital marketing with real-world exhibiting, and can be used before, during, and after an event, instead of printed literature and materials.
Utilise Technology
Another way to go paperless at your next exhibition is to use technology. Tablets and monitors can host useful information and videos about your products and services. They are also useful for data collection and can replace business cards. Visitors sign up for post-show product information using a tablet or digital enquiries form!
Fact Sheets
Consider using fact sheets, if completely paperless seems too daunting! Brochures often contain too much information for a single client. For example, if you’re presenting three different types of software and a client is only interested in one, it’s more practical to provide a single fact sheet for the specific software they’re interested in, rather than a brochure that contains information on all three types. This saves visitors the hassle of carrying unnecessary paper, ensuring they only have what they need!
Conclusion
Ditching the paper is a great way to help the environment, reduce hassle for visitors, and signpost visitors to more specific useful pages. Not to mention, the alternative methods are often much more professional! NFC technology and QR codes can guide visitors to useful content, videos, or even Yourstand.at. Technology can assist with data collection and demonstrations so you can ditch the business cards and brochures. And, if you’re still attached to the paper, try fact sheets!
