Guide to Event Branding for Events, Tradeshows and Expos
It’s time to order your branding for an upcoming event, or you’ve just rebranded, but you’re unsure where to start with your display branding? This quick guide can help get you thinking in the right direction in regards to what you actually need, making an impact against the competition, and getting value for money on your brand display investments.
Defining Your Objectives
In order to create a compelling brand presence, it's crucial to establish clear objectives. Ask yourself: What do you aim to achieve at the event? Whether it's generating leads, increasing brand exposure, or promoting specific products or services, a well-defined goal will guide what branding you need now and in the future.
Smart Budgeting
Start by understanding the scope of your upcoming event, do a review of your competition and standard of the industry. Will it require a heavy investment to match your competitors? In which case doing something small and high quality may be the right direction, or you have the budget to go all out, so make sure you get value for money with a suite of display products for all your needs. Are you able to start small and grow your stock as you meet your event objectives?
Additionally, consider the longevity of your branding materials. While cheaper options like posters and corflute may seem cost-effective initially, they are prone to damage and may not withstand the test of time. Think about future events and uses too, will a flag work in all instances indoor and outdoor, where a pull up banner may not?
Choosing the Right Display Elements
Each display element plays a unique role in your event branding strategy. Custom pop-up tents, pull-up banners, media walls, and branded counters work together to create a cohesive and impactful brand presence that attracts and engages attendees. When strategically combined, these elements contribute to a memorable and effective overall brand display.
Custom Pop-up Tents: A Branded Oasis
Custom pop-up tents act as the focal point of your event space. They provide a branded oasis that not only offers shade and shelter but also serves as a highly visible beacon for attendees. These tents are customizable, allowing you to showcase your brand colours, logo, and key messaging. The strategic placement of a well-designed pop-up tent can draw visitors in, creating an inviting space for interactions. If you have different products or brands, you can change out the tops on your existing hardware too.
Pull-up Banners: Portable Branding Power
Pull-up banners are versatile and portable branding tools. These banners are compact, making them easy to transport and set up. They are ideal for conveying key information, promoting specific products or services, and reinforcing brand identity. Pull-up banners are particularly effective for attracting attention in high-traffic areas and guiding attendees toward your booth. They work best inside, as they aren’t great in wind or rain.
Media Walls: Impactful Branding on a Large Scale
Media walls are a dynamic and impactful solution for branding large areas quickly and effectively. These large-scale displays make the most of your strong imagery and brand colours for impact. Media walls can transform empty spaces, dressing up venues or stands in a way that communicates your brand story. They are particularly effective in creating immersive brand experiences and setting the tone for your entire exhibit.
Branded Counters: Engaging and Functional
Counters provide a designated area for interactions, product demonstrations, or the distribution of marketing materials. The branding on the counter reinforces your visual identity and ensures a cohesive look across your entire exhibit. Branded counters can be customised to match your overall theme and messaging. They’re also great for hiding stock under!
Quality vs. Cost
While budget considerations are important, it's equally crucial to avoid compromising on quality. Opting for the cheapest options might result in subpar materials that fail on the day with print quality, and physically soon after. Instead, emphasise the value of investing in high-quality branding materials that can withstand wear and tear, offering a long-term return on investment.
Selecting a Reliable Partner
Choosing a vendor with expertise in event branding is paramount. Look for a company that understands the unique requirements of your brand and the dynamics of the events you attend. An experienced partner can provide valuable insights and recommendations tailored to your goals.
Beyond Price: Considering Value
While cost is a significant factor, it's crucial to consider the overall value a vendor provides. Prioritise vendors with a local presence and accessible customer support for a seamless experience. Consider the long-term value of your investment, including the ability to replace graphics without replacing the entire hardware.
Conclusion
Strategic event branding is a powerful tool for achieving your goals at tradeshows and expos. By making informed decisions, balancing budget considerations with quality, and partnering with experts, you can create a lasting and impactful brand presence that resonates with your target audience.