A poor exhibitor prospectus can make a potential exhibitor close the email before reading the first page. Before you build one, it helps to be clear on what is an exhibitor prospectus and what job it does. A good one raises the conversion rate from "interested" to "booked a booth."
What an exhibitor prospectus is
An exhibitor prospectus is a promotional document (sent by direct mail or electronically) provided to current and prospective exhibitors to promote the benefits of exhibiting at a specific exhibition. The goal of the document is to sell booth space.
What the content should focus on
A prospectus can range from a glossy one-page flyer to a 20-page full-color booklet, but should contain only information that is genuinely useful in persuading a Vice President of Marketing, a President, a Marketing Director or another decision-maker to reach an informed decision, matched to the characteristics of the readers. The document should not contain show rules and regulations or anything else that could distract from its main purpose of describing the event's features in order to sell booth space.
The look and feel of the prospectus must be built carefully to send the right important, lasting nonverbal message. Even if most of the content may be figures and analysis, all of it needs to stay simple, easy to read and easy to understand. For this reason, bulleted data, summaries and call-out passages can be very effective.
Physical factors to consider if you print the prospectus
If you print the prospectus, its physical properties need careful thought:
- Size: a large brochure usually suggests importance; a small brochure doesn't achieve the same effect. A non-standard size can make a difference, but if mailed you need to consider the cost of custom envelopes, since an odd size may cause the recipient to ignore the mail
- Paper type: glossy, matte, textured or plain paper should only be chosen after working out how the images and graphics will look printed on that paper
- Paper color: it must suit both the message and the readers; colors carry different meanings in different cultures; white, earth tones and beige can reinforce a sincere image, while pink, orange and yellow may attract attention but lower the perception of quality; audience color preferences also change over time
- Paper weight: heavy stock conveys a quality event, thin stock suggests a less important one; it is also a cost factor
- Fold style: it should reflect the prospectus's function and purpose; you can pick a standard, creative, accordion, fan or tri-fold style
- Components in the package: consider whether to include a cover letter, a reply card or inserts
The shift to electronic versions
In the past an exhibitor prospectus was usually a printed piece, but as electronic communication developed, many organizers have moved to producing electronic versions because they save considerable cost compared with printing, preparation and postage. An electronic document needs to be designed to be easy to understand and easy to access, because reading on a screen is a different experience from reading print.
Build the prospectus as a sales tool, not just an information document
Because the sole goal of an exhibitor prospectus is selling booth space, every design decision, from size and color to choosing print or digital, should be judged by the question: does this element move the reader closer to deciding to book a booth, rather than just looking good?
Update the prospectus for each wave of booth invitations
Many organizers make the mistake of using exactly one prospectus for the whole sales cycle, which runs several months, even though the figures on exhibitors, visitors and remaining space have changed over time. A prospectus sent in the early invitation wave (when many good positions are still open) should stress early-booking incentives and the right to choose a position, while a prospectus sent late in the sales cycle should stress the scarcity of the remaining space, as long as that information is accurate and not invented to create false pressure.
Combine the prospectus with other channels in the marketing funnel
An exhibitor prospectus rarely works alone. It is usually the next step after a prospective exhibitor has been reached through niche advertising, a call from the sales team or a referral from a current exhibitor. The prospectus acts as the closing document, giving the decision-maker everything needed to sign with confidence, and isn't a tool for creating initial awareness, so its content should be concise and go straight to the benefits, avoiding repeating what earlier channels already introduced.