Putting your Best Foot Forward at a Trade Show

Before and Solution Haigh Pump Brochure redesign Appeal Marketing

Trade shows are expensive, so it’s critical to carefully review all marketing elements, including trade show graphics, brochures, apparel, promotional items, furniture, and more. When meeting face to face with prospects and customers, you want your company to present itself in the best way possible.

Situation: Local Manufacturer Needs Refreshed Literature

A division manager of a manufacturing firm in Wisconsin realized he had an opportunity to promote another division’s products at an upcoming trade show to help diversify and expand their customer base.

He discovered that the current product brochure was out of date and in need of a refresh. Internal capabilities for design work were limited, given the desired time frame, so it was necessary to find the right external partner.

He received quotes from several marketing agencies and ultimately selected Appeal Marketing based on its manufacturing experience, good reputation, and competitive pricing. 

Solution: Teamwork and Clear Communication Throughout the Design Process

To kick-off the meeting, Cathy led a conference call with division leaders and product experts to define the project scope that would take place in two phases:

Phase 1: content development (editing, writing) and concept design

Phase 2: layout of 20+ pages in the chosen concept, revisions

Cathy gathered and organized necessary technical updates from the project team of four individuals, provided copy-editing changes, including new tagline options, and then and turned it over to Katie for design work. 

Together, the team agreed on a modern design concept and tagline for the cover and interior spread layout.  

To meet the manufacturer’s time frame, Cathy provided frequent project updates and opportunities to review the draft in detail, clearly documenting and communicating changes to all parties involved. 

Increased Visual Appeal, Clearer Messaging

Appeal Marketing’s design emphasized innovative, custom-built gear pumps in an attractive, visually appealing manner.  Exploded diagrams, consistent typography, and a fresh blue and yellow color palette helped highlight key differentiators and product features.  

The manufacturer liked the design so much that they added additional pump products and pages to the brochure to reflect their full offering.

The company was highly satisfied with the re-design. The division manager brought the updated brochure to the trade show, which helped expose awareness of their product line to a new customer segment.