Trade shows, conferences, galas and other in-person events offer invaluable opportunities to attract clients, network and promote your brand.
Don’t waste these occasions by arriving empty handed! Creating a suite of branded collateral to market your business is a must. For some attendees, this might be their first time interacting with your brand. Investing the time and energy in high-quality, well designed materials speaks volumes about your commitment and professionalism.
Event collateral refers to any type of media—traditional or digital—used to promote a company’s products, services or brand. When designed well, this suite of materials sets your business apart from the competition and communicates key messages to consumers. It also builds energy around your brand, positions your company as a leader in the field, highlights past successes and customer testimonials and helps your sales team connect with prospects.
When designing your materials, make sure they not only reflect your core identity, but also the event’s theme and purpose. Use consistent logos, fonts, colors and imagery to build awareness and establish a rapport with potential customers.
While the options for event collateral are endless, the following six items provide a solid framework. Keep in mind some of these materials, including post cards and invitations, should be used BEFORE the actual event to build excitement and entice customers to schedule a meeting or visit your booth or display.
Inexpensive and easy to produce, postcards help drive customers your way. Mailing postcards ahead of your event with information about how to find your booth or display sets the tone and helps recipients plan their day. Here are a few tips to keep in mind:
If you’re the event organizer, an intriguing, eye-catching invitation is essential. You need to convince recipients your event is worth their time and investment. Be sure to highlight specific benefits, such as topics to be covered and relevance, networking opportunities and expert presentations.
Keeping a stack of flyers at your booth for easy distribution is a no-brainer. The copy should be brief and easy to scan with compelling imagery and a QR code that links to your website. If space allows, include a coupon or special offer for new customers. This can help develop new leads and potential new customers.
Stand out from the crowd with a large, attention-grabbing banner made from vinyl, canvas, fabric or other material. Use text and color to ensure your banner is readable from a distance. Add a QR code that links to your website. (Tip: Go green with biodegradable banners printed with carcinogen-free ink.)
Use event signage to welcome guests, provide directions, increase brand awareness, promote sponsors, highlight exhibit areas and more. Hanging banners, lectern signs, floor graphics, decals and foam core signs will get the job done. For outdoor events, try yard signs, flags and even vehicle wraps. It’s easy to go green here too with eco-friendly materials and ink.
Communicate the event schedule and thank sponsors and vendors with a comprehensive, well-designed printed program that doubles as a keepsake to take home. Don’t forget to include your logo, social media handles, key contact info and web address.
With so many different event collateral options available, it’s easy to get overwhelmed. Use the collateral checklist below to ensure you have everything you need:
If someone is presenting:
It’s never too early to contact United GMG for your event collateral needs. Our experienced designers and print professionals are ready to help you create beautiful invitations, eye-catching flyers, high-quality signage and more for your next event.