You’ve committed $15,000 for a booth at a major industry trade show. You’ll have three days to make impressions, generate leads, and justify the investment. 

But here’s what often happens: companies focus all their energy on booking the booth space, then scramble at the last minute to figure out what to actually PUT in that booth. The result? Generic printed materials that don’t stand out, missed opportunities to make an impact, and a disappointing lead count that makes your CFO question trade show ROI. 

Trade show success requires strategic thinking about your physical marketing materials—not just “throw up a banner and hope for the best.” 

Let’s talk about what actually works at trade shows, how to plan your materials, and the timelines you need to get it right. 

 

Why Trade Show Materials Matter 

You Have Seconds to Make an Impression 

Attendees walk past hundreds of booths. Research shows you have 3-5 seconds to grab their attention as they walk the aisle. 

What creates that initial impression: 

• Large format graphics (banners, backdrops) 

• Booth layout and professionalism 

• Clear, compelling messaging 

• Visual design that stands out 

What doesn’t work: 

• Generic displays 

• Cluttered messaging 

• Cheap-looking materials 

• Unclear value proposition 

Materials Drive Lead Quality 

The handouts, brochures, and information you provide determine: 

• Whether attendees remember you post-show 

• Quality of follow-up conversations 

• Perceived professionalism of your brand 

Cheap-looking materials = cheap brand perception, regardless of your actual product quality. 

 

Physical Presence Beats Digital at Shows 

Despite being digital-first marketers, at trade shows: 

• People want physical takeaways 

• Business cards still matter 

• Printed materials get shared with colleagues back at the office 

• Large format visuals create space and presence 

The irony: At our most digitally connected events, physical marketing materials matter more than ever. 

Core Trade Show Materials: What You Need 

1. Large Format Backdrop/Banner

Purpose: Define your booth space and communicate your brand from across the show floor. 

Standard options: 

• Retractable banner stands (33-36″ wide x 78-84″ tall) 

• Pop-up fabric displays (8-10 feet wide) 

• Custom built displays (fully customized to your space) 

For most businesses: 2-3 retractable banners provide flexibility and professional presence without massive investment. 

Design requirements: 

• Large, readable headline: Communicate value proposition in 5 words or less 

• Minimal text: Attendees won’t read paragraphs from 10 feet away 

• Strong visuals: High-quality product images or brand photography 

• Clear branding: Logo prominent but not dominating 

• Avoid: Wall of text, tiny fonts, stock photo clichés 

Cost: 

• Retractable banners: $200-400 each 

• Pop-up displays: $800-2,500 

• Custom built: $3,000-15,000+ 

Toronto-specific note: Major venues like the Metro Toronto Convention Centre and Enercare Centre have strict setup rules. Verify height restrictions and structural requirements before designing custom displays. 

 

2. Product Brochures

Purpose: Provide detailed information attendees can take home and share with decision-makers. 

Format options: 

• Single-sheet flyer (cost-effective, limited info) 

• Tri-fold brochure (most common, versatile) 

• Multi-page booklet (for complex products/services) 

• Folder with inserts (premium, customizable) 

Content to include: 

• Product/service overview 

• Key benefits and features 

• Technical specifications (if relevant) 

• Pricing or pricing approach 

• Contact information 

• Website and QR code for more info 

Quantity planning: For a 3-day show expecting 5,000 attendees: 

• Print 250-500 brochures (5-10% of total attendance) 

• Most attendees won’t take materials 

• Quality over quantity 

Design tips: 

• Use high-quality paper (80-100 lb gloss or matte text) 

• Professional photography (not stock images if possible) 

• White space and clear hierarchy 

• Back pocket folder or holder for other materials 

Cost: $1.50-4.00 per piece depending on complexity 

 

3. One-Pagers / Sell Sheets

Purpose: Quick reference sheets for specific products or services. 

When to use: 

• Multiple product lines (one sheet per product) 

• Technical specifications needed 

• Comparison charts 

• Case studies or success stories 

Format: 8.5×11″ full-color, one or two-sided 

Quantity: 100-200 per product/sheet 

Design: Keep it scannable. Bullet points, charts, and visuals rather than dense paragraphs. 

Cost: $0.30-0.80 per sheet 

 

4. Business Cards

Purpose: Enable follow-up conversations and provide contact info. 

Critical consideration: Bring MORE than you think you need. Running out of business cards is unprofessional. 

Quantity for 3-day show: 

• Minimum: 200 cards per booth staffer 

• Better: 300-500 cards per booth staffer 

Design upgrade options: 

• Thicker stock (16 pt vs. 14 pt) 

• Soft-touch coating (premium feel) 

• Spot UV on logo 

• Unique die-cut shape (stands out in stacks of cards) 

Cost: $50-150 for 500 cards depending on upgrades 

 

5. Prize/Giveaway Materials

Purpose: Draw traffic to booth and create memorable brand impression. 

Popular options: 

• Branded pens 

• Notepads 

• Tote bags 

• USB drives 

• Water bottles 

• Tech accessories (phone stands, cord organizers) 

What actually works: Items that are: 

• Useful (not just branded junk) 

• Portable (attendees walk the show all day) 

• Relevant (tech companies give tech accessories, not stress balls) 

Budget: $2-15 per item depending on quality 

Quantity: Plan for 10-20% of expected booth traffic to take giveaways. 

Critical: Ensure giveaways are BRANDED. Unbranded items are wasted money. 

 

6. Lead Capture Materials

Purpose: Collect contact info from booth visitors. 

Options: 

• Business card fishbowl with prize draw 

• Lead capture forms (clipboard with printed forms) 

• Digital lead capture (tablets or apps) 

• QR code linking to registration form 

Best practice: Make it easy. Don’t require attendees to fill out 20 fields. Name, email, company is often sufficient. 

 

7. Table Covers

Purpose: Professional appearance, hide storage underneath tables. 

Standard size: 6-foot or 8-foot table 

Options: 

• Fitted cover (looks cleanest) 

• Throw cover (easier to transport) 

• Custom printed vs. solid color 

Investment: $150-400 

Why it matters: Bare tables or generic conference-provided coverings look unprofessional. A branded table cover elevates your booth presence immediately. 

 

Advanced/Premium Options 

1. Interactive Displays

Options: 

• Tablets running product demos 

• Touchscreen displays 

• VR/AR experiences 

• Product samples or working demonstrations 

When to invest: High-value products, technical products requiring demonstration, or when experiential marketing is core to your brand. 

 

2. Video Displays

Options: 

• TV monitor on stand showing looping product video 

• Video wall as backdrop 

• Interactive video booth 

Best practices: 

• Keep videos SHORT (30-90 seconds for loops) 

• No sound (or use headphones). Shows are noisy. 

• Focus on visuals, not talking heads 

• High production quality or don’t bother 

Cost: $500-3,000 depending on screen size and content production 

 

3. Furniture and Lounge Areas

Purpose: Create comfortable space for longer conversations, signal premium brand positioning. 

Options: 

• Bar-height tables and chairs 

• Lounge seating 

• Demo stations 

• Meeting spaces 

When it makes sense: Larger booths (10×10 and up), B2B sales requiring longer conversations, premium positioning. 

 

The Pre-Show Mail Campaign 

Don’t wait for attendees to randomly discover your booth. Drive traffic with pre-show direct mail: 

Strategy: 

1. Obtain show attendee list (often available from organizers) 

1. Send postcard or letter 2-3 weeks before show 

1. Highlight reason to visit your booth (exclusive demo, giveaway, special offer) 

1. Include booth number prominently 

Example messaging: “Visit us at Booth 427 for an exclusive demo of [new product] and enter to win [prize]. Looking forward to seeing you there!” 

ROI: Even if only 5-10% of recipients visit your booth, it significantly increases traffic and lead generation. 

 

Booth Design Principles That Work 

Visual Hierarchy 

Top priority (eye-level, largest): 

• Your company name/logo 

• Value proposition headline 

Secondary (mid-level, medium): 

• Key benefits or services 

• Supporting visuals 

Tertiary (lower, smallest): 

• Detailed information 

• Contact info 

The 3-Second Test 

Stand 10 feet from your booth design (or mockup). In 3 seconds, can someone understand: 

• Who you are 

• What you do 

• Why they should care 

If not, simplify. 

Color and Contrast 

Best practices: 

• Use your brand colors, but ensure high contrast for readability 

• Avoid all-white or all-dark backgrounds (get lost in sea of booths) 

• One or two accent colors maximum 

Canada-specific: If exhibiting at major national shows, consider bilingual signage (English/French) especially for government or Quebec-based attendees. 

Lighting 

Often overlooked, but critical: 

• Overhead convention center lighting is harsh and unflattering 

• Add booth lighting to highlight key areas 

• Spotlight products or key graphics 

• Creates inviting atmosphere 

Cost: $150-500 for portable booth lighting 

Timeline for Trade Show Materials 

Proper planning prevents last-minute panic: 

8-12 Weeks Before Show 

Tasks: 

• Confirm booth size and location 

• Determine budget for materials 

• Identify key messages and offers 

• Begin design concepts 

6-8 Weeks Before 

Tasks: 

• Finalize designs 

• Proof and approve all materials 

• Place print orders 

• Order promotional items 

Why this far ahead? 

• Print providers get busy as shows approach 

• Gives buffer for revisions or issues 

• Secures standard pricing (not rush fees) 

4 Weeks Before 

Tasks: 

• Receive and inspect materials 

• Reorder if issues found 

• Coordinate shipping to venue 

• Prepare booth staff training 

2 Weeks Before 

Tasks: 

• Confirm shipping details 

• Pack materials for transport 

• Print supplementary materials if needed 

• Brief booth team on messaging 

1 Week Before 

Tasks: 

• Final checklist (do you have everything?) 

• Backup business cards printed 

• Pre-show mailer sent to attendees 

• Booth setup plan confirmed 

Shipping and Logistics 

Critical consideration: Convention centers have specific shipping rules and receiving deadlines. 

Options: 

Ship Directly to Venue 

Pros: Convenient
Cons: Must follow strict shipping windows, potential for loss 

Best practices: 

• Use venue’s official shipping carrier 

• Label all boxes with booth number and company name 

• Ship to arrive 1-2 days before setup 

• Keep tracking information 

Carry Materials Yourself 

Pros: Complete control, nothing gets lost
Cons: Luggage fees if flying, difficult if materials are large/heavy 

Best for: Smaller booth packages, retractable banners, brochures 

Ship to Hotel Then Transport to Venue 

Pros: Backup option if venue deadlines are missed
Cons: Requires transportation from hotel to venue 

Post-Show Materials Strategy 

Don’t forget about the AFTER: 

Follow-Up Packages 

For high-value leads, send post-show materials: 

• Personalized letter referencing booth conversation 

• Additional product information 

• Case studies relevant to their industry 

• Pricing or proposal 

Timeline: Within 5 business days of show end (while you’re still memorable) 

Thank You Notes 

For significant prospects or existing customers who visited, send handwritten notes. 

Why it works: Unexpected and personal in a digital world. 

Budget Planning: What to Expect 

Small booth (10×10) budget: 

• Retractable banners (2): $600 

• Brochures (250): $400-800 

• Business cards (1,000): $100 

• Table cover: $200 

• Giveaways (100): $500 

• Total: $1,800-2,300 

Medium booth (10×20) budget: 

• Pop-up display: $1,500 

• Retractable banners (2): $600 

• Brochures (500): $800-1,200 

• One-pagers (200): $150 

• Business cards (1,500): $150 

• Table covers (2): $400 

• Giveaways (300): $1,500 

• Lighting: $300 

• Total: $5,400-6,200 

Large booth (20×20+) budget: 

• Custom display: $5,000-10,000 

• Furniture rental: $1,500-3,000 

• Video display: $2,000 

• Brochures (1,000): $1,500-2,500 

• Marketing collateral: $1,000 

• Giveaways (500): $2,500 

• Professional setup: $1,000 

• Total: $14,500-22,000+ 

ROI Measurement 

Track these metrics: 

Lead Quantity 

• Total booth visitors 

• Contact info collected 

• Qualified leads identified 

Lead Quality 

• Decision-maker level 

• Purchase timeframe 

• Budget availability 

Cost Per Lead 

Total trade show investment ÷ qualified leads 

Industry benchmark: $150-500 per lead depending on industry 

Conversion Rate 

Qualified leads that convert to sales 

Revenue Attribution 

Sales revenue directly attributed to trade show leads 

Calculate ROI: (Revenue from show – Total show investment) ÷ Total investment 

Target: Minimum 300% ROI for a successful show 

Common Mistakes to Avoid 

Mistake #1: Designing Materials Last-Minute Result: Rushed designs, expensive rush fees, limited options. 

Mistake #2: Bringing Too Few Business Cards Result: Unprofessional scrambling, missed follow-up opportunities. 

Mistake #3: Generic Messaging Result: Booth blends in, fails to communicate unique value. 

Mistake #4: Poor Quality Materials Result: Brand perception damaged by cheap-looking brochures and displays. 

Mistake #5: No Pre-Show Promotion Result: Relying on walk-by traffic, missing targeted engagement. 

Mistake #6: Forgetting to Bring Materials to Venue Result: Booth looks empty or unprofessional. 

The Bottom Line 

Trade show marketing materials are an investment, not an expense. 

Done right, they: 

• Draw qualified traffic to your booth 

• Communicate professionalism and credibility 

• Enable meaningful conversations 

• Provide takeaways that extend your presence beyond the show 

• Generate leads that justify the trade show investment 

Done poorly, they: 

• Fail to attract attention 

• Signal low brand quality 

• Miss opportunities for engagement 

• Result in disappointing lead generation 

Plan early, invest appropriately, and treat trade show materials as a core component of your show strategy—not an afterthought. 

AIIM specializes in trade show marketing materials for Canadian businesses—from retractable banners to full booth graphics and printed collateral. With our Mack Media capabilities in Toronto, we’re your one-stop shop for trade show success. Let’s discuss your next show.