Your company might have a world-class promotional video, which you use to inform people of your business offering at trade shows.
But this isn't a great lot of use if the people visiting your stand can't see the screen, or don't want to watch the clip you have filmed.
Nor is it helpful if they have forgotten about the content after ten minutes, and have no hard-copy information to refer back to.
Similarly, your company might have designed a great pamphlet or booklet, which trade show attendees can use to learn more about what you do.
They can take this away from the trade show and refer to it back to at a later date.
But it won't offer much value if your potential customers have reached saturation point with printed marketing materials, and just aren't interested in taking a copy from your stand.
This poses something of a quandary, but there is a simple solution.
If you're advertising at a trade show, you ideally want to offer the same information to visitors over a number of different platforms. Then they have a choice as to how they digest it.
Those who like to watch the video can do so, but those who prefer to take a pamphlet has this option. Some may prefer to find you online using your business card, while others may take notes from your posters and wall displays.
You can't be everything to everyone, but your organisation can be flexible in the way it delivers information to its target audience.
Adopting a multi-platform, multi-channel approach can help reach out to the maximum number of people, which increases your chances of making conversions.
It might be that your videos, booklets, posters and other marketing materials repeat the same information over and over again.
But by delivering it in different ways, you increase the chances of striking a chord with individual consumers. Ultimately, this can help the message get through.