Know-How Exchange : Other

Fortunately, the difference in cost is quite small for quantities like 5,000, 10,000 and 20,000. What is the cost of not having enough brochures for all the people who might want one?

Agree with Michael.

Will this brochure have a life after this show?

But more importantly, what will this brochure do? What will it say?

Who will it talk to and who will it talk about?

In my experience, most brochures are a waste of trees and ink because they spend too much time talking about the business owner, company, or service rather than about the needs of the prospect.

As funny as this sounds, most of my clients try to limit how many brochures they give out. Most handouts at shows seem to be tossed away before the attendee even goes home.

My clients bring enough to give out to people who they consider strong leads, which is usually a small subset of the show. And for very qualified leads, they have a small number of some sort of trade show schwag (gift or prize with company name on it that the attendee may appreciate) to give out. For example, for one show we just did that had an attendee count of 3000, we expected to get 51 leads (based on prior experience with that show and similar shows),so that was how many brochures we brought. And we brought 10 of the schwag pieces.

Instead of giving out brochures, they instead try to capture information about potential leads (using lead scanners or the like) and then follow up with appropriate info.

Now a comment on what you said (ignoring what I would do) - even if every one of the 20k people was a potential customer, the chances of you talking to or giving out to every person is just about nil. if you talk to more than a few hundred per day I would be surprised. It may not cost much more to print 20k over 5k, but you start getting significant hassles of moving around that many brochures to get them to show.