There’s nothing quite like an in-person event to showcase your brand and connect with customers. Whether you’re hosting a gala fundraiser, a sales convention for 1,500, or an intimate retreat for 20, the same principles apply: keep it consistent, relevant, interactive and seamless.
This is no small feat for event planners, who are under extraordinary pressure to exceed expectations and stay on budget.
Here are eight essentials to keep event planners on track—and on brand:
1. Personalized Invitations
First impressions are everything, and your event invitation needs to make an impact. A compelling, well-designed invitation will help drive interest and attendance while setting the proper tone and expectations for your event. They go beyond mere notification to create a sense of exclusivity and importance.
Address invitees by name and tailor the content to their interests or past engagement with your brand to resonate on a personal level. Personalization allows you to convey the event’s relevance and value to each individual, increasing the likelihood of attending.
Personalized event invitations are powerful tools for building stronger relationships, driving attendance, and ensuring a more memorable and impactful event experience.
If your invite is digital, personalize the subject line and use eye-catching graphics to highlight key agenda items, networking opportunities and speaker details relevant to the recipient.
You can chose a hybrid approach by sending printed invitations to a segment of guests, like VIPs or potential sponsors, and a digital invitation to others, including those without a physical address. If you go this route, make sure BOTH invites follow a similar design and event theme.
Don’t forget to follow up with anyone who hasn’t responded with a reminder postcard, a personal phone call or e-mail!
2. Multiple Channel Invitation Distribution
Promoting your event across multiple channels is crucial to maximize exposure and attendance. When designing your multi-channel marketing strategy, make sure it aligns with your target audience and reflects event goals.
Social Media:
Create an event-specific hashtag to build buzz and make your event easy to search. Use dedicated social media accounts to share photos, speaker bios, previews and exclusive content.
Content Marketing:
Increase attendance and build credibility with event-specific content like blog posts, videos, articles and podcasts. Share across your social media channels, e-mail list, website and other platforms.
Landing Page:
Create a unique landing page for your event and share it across all channels and update content regularly.
E-mail:
Send compelling, branded e-mails highlighting your event and the benefits of attending. Offer multiple ways to respond (e.g. e-mail, Web link, QR code, etc.) and track open and response rates.
Event App:
Invite attendees to download a special event app to keep them connected and informed.
Paid Advertising:
If your budget allows, consider paid advertising channels such as Google Ads, social media posts or sponsored content to promote your event and reach specific audiences.
3. Segmented Direct Mail Campaigns
Like a personalized invitation, segmented direct mail cuts through the clutter by appealing to a recipient’s unique needs and lifestyle. You can segment by age, gender, income and location, as well as by event registration, past attendance, social media engagement and market research. Segmented direct mail also offers a much higher ROI.
4. Interactive Signage
While brochures and verbal cues have their place, interactive and digital signage allows attendees to explore event details and updates at their pace and convenience. Use signage to display:
- Social media feeds
- Live polling
- QR Codes with links to personal stories
- Schedule of events & venue maps
- Event highlights, testimonials and user-generated content
- Live feeds of speaker or panel sessions
- Interactive networking walls
Interactive signs with QR codes are a less expensive option than fully digital. Using static signs stating the purpose with QR codes won’t have the higher cost of digital.
Position signage in high-traffic areas for maximum impact and refresh content regularly.
5. Clear and Consistent Signage
Above all, event signage must be clear, concise and easy to understand, especially when communicating location information and daily schedules. Well-designed signage helps guests stay informed and easily locate key areas such as registration desks, restrooms, exhibitor booths and event stages. This will enhance their overall experience and reduce confusion, maximizing engagement and leaving a positive impression.
Keep fonts, colors and layout consistent and make sure all signage mirrors the design scheme used in other event collateral. Bold visuals and succinct messaging captures attention and effectively conveys your brand identity.
6. Brand Integration
Events are powerful platforms for conveying your brand’s vison, values and building trust. Whether it’s a trade show, a product launch, fundraising or a community event, all are great opportunities to personally connect with your target audience in meaningful ways to deepen their understanding of your brand.
Integrating your brand lets you authentically communicate your story and build connections with your audience. You can showcase your brand’s personality, culture, and vision to leave a lasting impression.
7. Event Tracking and Evaluation
Post-event evaluations are critical to measure success and identify any problem areas. Gather feedback and impressions through:
- Post-event surveys
- Social media queries and polls
- Email follow-ups
Keep surveys brief and streamlined and consider offering a completion incentive.
8. Follow-up Communications
Keep your event top of mind with prompt follow-up communication such as:
- Personalized thank-you notes
- Summary materials and photos
- Teaser or save-the-date for the next event
- Messages to those who could not attend to let them know they were missed
Plan a Successful Event with Custom Print & Signage from United GMG
Need help with your next event? It’s never too early to contact United GMG for your event-planning needs! Our experienced designers and print professionals are ready to help you create beautiful invitations, eye-catching flyers, high-quality signage and more.
We can also help you design and implement an omni-channel event marketing strategy using Omni-Bridge 2.0®, that seamlessly integrates traditional AND online marketing to improve response and awareness. It also allows users to track results in real time and identify individuals who have not responded.
Contact us for a free quote or call to speak to a United GMG representative today.
