Brochure Holders: Used inside and Outside of Trade Shows
Businesses that showcase their products at a trade show often rely on the eye-catching appeal of materials in a brochure holder. Attendees at a trade show appreciate the ready availability of literature, much of it stuffed into various types of brochure holders.
The person charged with securing the literature holder at a trade show gets to select from a diverse group of standing and table holders. The ideal holder should be both portable and foldable. That way it can easily be reduced in size, and carried from show to show.
Plastic and acrylic brochure holders are the ones that receive the most use. Both a plastic and an acrylic brochure holder allow the contents of the holder to be seen clearly by any visitors to a trade show or convention. The advantage to the plastic holders relates to the different shapes of the molded plastic.
Some plastic brochure holders have a V shape. Some have a wave like shape. The most commonly used holder has four to six pockets. A plastic brochure holder can be small enough to sit on a table, or large enough to stand on the floor.
Among the floor standing holders, presenters at a trade show can find several different types. In addition to the shaped holders, there are rotating holders and slat wall kiosks. Wall mount holders give presenters an alternative to the standing literature holders.
Each of the standing holders needs to be light in weight, so that it is easy to transport. A number of the standing holders come with a carrying bag. Cheap brochure holders ship flat, and they can be carried in a briefcase.
Still, not all of the displayed literature can fill the large pockets of a standing holder. Sometimes, presenters want to place literature in a table holder. For that purpose, they might want to use a cardboard brochure holder. Cardboard brochure holders are easy to carry, but do not always do a good job of showcasing a large group of brochures. A tiered table holder serves as a better type of display, when a presenter wants to put lots of brochures on a table top.
The indoor literature holders used at trade shows place material before the eyes of those who normally have a basic knowledge of the brochures’ subject matter. Sometimes, however, it pays to place literature before members of the general public. That could well be the case during the introduction of a new product.
Today, of course, a company can post online lots of facts about an addition to the company’s product line. Yet, society has not yet reached the point where every household has a desktop or laptop computer. For that reason, the PR department at any company should think about where and how it might want to place literature in an outdoor brochure holder.
A family that lacks a household computer could also have one or more family members that rely on public transportation. In that case, those non-driving commuters would have time available for reading literature of any sort. If given access to a group of brochures, they could take the time to read those brochures.
That fact needs to be considered by those who are responsible for purchasing brochure holders. Outdoor holders could be shaped like the indoor kiosks, and then placed near bus stops. They could also be situated at train stations. That way, commuters with time on their hands could pick up a brochure and read it.
A number of hotels use literature holders to display information about recreational activities in the local area. The brochures in one such display, a display at lodging in Santa Monica, once made their way into the desk drawer of a local writer. She needed to write an article about theme parks.
Today, Internet surfers have access to that posted information about theme parks. This example underscores the benefits enjoyed by any company that makes maximum use of literature holders.
Every executive should give careful thought to the group or groups that would most appreciate a chance to review some of the company’s literature. Then that executive should arrange to have that literature placed in a sturdy and attractive holder. Finally, that executive should seek out prominent locations for the display of company literature.
Of course, a thinking executive might realize that his or her company needs to target a special group of people, people who do not congregate at a prominent spot. In that case, the thoughtful executive should request placement of a literature holder at the spot where one or more potential customers are apt to gather.
Maybe a writer will happen to see that company’s literature, will pick up a brochure, and will thus provide the same company with added coverage of its product line.