Whether you've attended a trade show as a participant or a company promoter, you've likely encountered the plethora of handouts available. These trade show goodies often end up in a desk drawer or a pile, untouched for months, before making their way to Goodwill or, worse, the trash.
In 2023, studies revealed trade shows are the second-largest waste-producing industry. It's staggering but true – each year, approximately 60 million people attend trade shows and industry events, generating about 600,000 tons of waste. A significant portion of this waste comes from unwanted freebies like flyers, samples, packaging and branded handouts.
These extra handouts not only cost your company hundreds, if not thousands, of dollars to produce and transport to the trade show but they also have a considerable environmental impact.
But wait there’s another thought to consider for your next trade show. Studies consistently show that consumers, particularly millennials and Gen Z, prefer brands that are committed to environmental sustainability. In fact, a Nielsen study found that 73% of millennials are willing to pay more for sustainable products (something to keep in mind for future product planning).
So, what tips could be helpful to save you money, perception and customers in the long run? Take a look below at just a handful of ideas!
Tips for Crafting Sustainable Marketing Materials
Choose Eco-Friendly Materials: When choosing freebies and handouts that are deemed necessary for attendees, opt for materials that are renewable, recycled or biodegradable. Look for options such as recycled paper, bamboo-based products or organic fabrics for banners and displays.
Minimize Waste: Design marketing materials with minimalistic approaches to reduce waste during production and after the event. Consider laminating a few flyers or documents that can be reviewed over and over by attendees in the booth. Worried attendees might not remember everything you’ve shown them? Encourage them to take a photo of the information they’d like to keep handy before leaving your station. Or better yet, include a QR code somewhere at your booth that can direct folks to your website or an area that’s best for more information.
Invest in Reusable Displays: Instead of single-use banners and displays, invest in high-quality, reusable materials that can be used for multiple events. This not only reduces waste but also saves costs in the long run.
Embrace Digital Solutions: Do the trade show organizers offer display options throughout your booth or the lobby? Jump on the chance to leverage digital technology to minimize the need for physical marketing materials. Interactive digital displays and virtual catalogs can be just as effective in engaging attendees while significantly reducing environmental impact.
Collaborate with Sustainable Suppliers: Partner with suppliers and vendors who share your commitment to sustainability. Collaborating with eco-conscious companies can ensure that every aspect of your marketing materials, from production to distribution, aligns with environmental values.
As you prepare for your next trade show, remember every decision you make has the potential to make a positive impact on the planet and your customers. By following the tips outlined above and adopting a mindset of environmental responsibility when/where you can, you’ll play a part in reducing those staggering statistics of trade show waste. The 600,000 tons of waste a year.
Take your efforts a step further and evaluate your company’s sustainability efforts ahead of upcoming trade shows. Reach out for a free consultation to discover how Crafted Communications can help! Our team is passionate about living out the motto reduce, reuse and recycle when and where possible.
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