The Inside Scoop On Event Performance &What You Need To Think AboutThe big day has finally arrived. You’ve studied your final checklist, affixed your event badge over your best outfit, and eagerly await the arrival of the first event attendees at your booth. But there’s a nagging feeling that just won’t quit: even though you’ve spent months preparing for a successful brand event, how can you be sure that your brand will make a lasting impact that actually resonates? Nervously, your eyes dart back and forth across the aisles, scanning the other booths. They all look so…similar. The same square backdrop and logo. The same skirted table littered with indiscriminate promotional products. You think about your own investment, and all those dollars you’ve invested from the all-important budget. Are they truly going to help you realize long-term performance and ROI? Should you have made more of an effort to differentiate your position by featuring customized products?These are big questions, and they’re important ones. Tradeshows and events are an essential aspect of a brand’s marketing strategy, today more than ever. They offer an opportunity to promote a brand’s products or services, network with potential clients and partners, and gather valuable insights from the market. A brand’s performance at an event can have a significant impact on its reputation and future business prospects. A successful tradeshow or event can help establish a brand as an industry leader, increase its visibility and credibility, and generate new leads and sales. But what happens if thing don’t go as planned? Count on lost opportunities, negative perceptions, and decreased ROI. That’s why it’s crucial for brands to have a well-planned and executed promotional event strategy to make the most of this invaluable marketing platform. The key components of successful event performance include a customized exhibit, engaging and knowledgeable booth staff, targeted marketing efforts, branded promotional products, and meaningful interactions with attendees. By prioritizing their tradeshow and event while embracing the power of customization, brands can differentiate themselves from the competition, build their reputation, and drive long-term growth and success.Why Events Still MatterEveryone is bouncing back to normal, especially in the world of business. People have never been more excited to get out into world, to network, and to make meaningful contacts. We’ve all heard the notion that business is about relationships; well, events and shows offer a unique opportunity to socialize casually and “talk-shop” at the same time, in spite of a world that’s becoming increasingly digital. In an age where everything can be accomplished with a few clicks of a mouse or swipes of a finger, it is the personal, human touch that sets successful businesses apart. Events provide a unique opportunity to connect with potential clients, collaborators, and industry peers in a way that can be difficult to accomplish through a screen. The human element is an important aspect of events, as it allows for the formation of genuine relationships and the establishment of durable connections. Conversations at events can flow freely, fostering a deeper understanding and appreciation for peers and colleagues. Promotional products, swag, gifts and food stir excitement as people bond with brands and receive value in surprising places. Moreover, the mere act of attending a tradeshow provides an opportunity for one to step away from daily routines and gain a fresh perspective. Being in an environment filled with like-minded individuals and innovative ideas can reignite creativity and inspire new thinking. And don’t forget the sense of community; events are spaces where individuals from all walks of life can come together, share ideas, exchange stories, and even get a few “goodies” while they’re at it.Should I Veto Virtual?While it’s true that there’s a keen sense of excitement about in-person physical events and tradeshows, it’s also impossible to deny the dramatic rise and continued popularity of virtual events. The past few years helped convince many brands and vendors that there are specific advantages of virtual events which, in some cases, precludes the need for a physical gathering altogether. In fact, as of December 2022, 77.2% of people surveyed prefer virtual events because of how easy they are to attend. Brands are no longer limited by geographic boundaries, and with virtual events and tradeshows, the reach of their messaging can expand to include a global audience. However, just because an event is happening online does not mean that the visual presentation is any less important. In fact, it is now more important than ever for brands to create beautiful, elegant, and sophisticated virtual event environments that showcase customized promotional products, services, and brand identities.The design of a virtual booth or set is a vital element that can make or break a brand’s performance at a virtual event or tradeshow. With the advent of high-quality webcams and advances in technology, attendees now expect a seamless, immersive experience that accurately reflects a brand’s aesthetic and values. A well-designed, customized virtual event or tradeshow booth or set can help to establish trust and credibility with attendees, while also providing a visual representation of the brand’s commitment to quality and attention to detail. And just because the event is virtual, doesn’t mean the booth has to be; one increasingly popular format is to set up a real, customized booth at a remote location while live-streaming it into the event platform, and arrange for physical promotional products to be sent to online visitors.In order to create a visually appealing and effective virtual booth or set, brands must invest in the right equipment and materials. This can include high-quality webcams, lighting, and custom branded backdrops, as well as branded promotional materials, such as uniforms and hats, to provide attendees with messaging about the brand’s offerings. Brands must carefully consider the attire of their representatives, ensuring that they are dressed in clothing that aligns with the brand’s visual identity.Changing your way of thinking can certainly help. Don’t fear the virtual environment; embrace it by creating unique and memorable touchpoints that bring the brand to life. This can include interactive elements, such as virtual tours and product demonstrations, that help attendees connect with the brand on a deeper level. By incorporating innovative and engaging web technologies into their virtual booth or set, brands can create a truly unforgettable event experience that sets them apart from their competition.Marketing Makes The MoneyThe format of your show – whether in-person or virtual – won’t bear much significance if nobody attends. Driving demand doesn’t take a miracle; it takes marketing. The art of marketing is all about crafting stories, igniting the imagination, capturing the hearts and minds of your audience. This is why a proactive, customized marketing strategy is a necessary component of brand events and tradeshows; every experience you create must be carefully nurtured, embellished, and promoted to ensure maximum impact.Before the event date, you should launch an aggressive marketing campaign to build anticipation, create excitement, and ensure a robust turnout. With the right approach, marketing an event can transform a mere gathering into a powerful vehicle for equity embellishment, leaving your guests with a lasting impression.One effective strategy is to create a customized experience even before the show. Customized promotional products can serve as tangible symbols of your brand, capturing your essence and fostering emotional connections. For example, sending a customized gift box as an invitation to high-profile guests or VIPs; leveraging surprise-and-delight products to “wow” unexpecting audiences; or seeding relevant channels with convincing promotional content all work to develop an air of significance around the event, enhancing the status of your brand amongst attendees well before their feet ever hit the floor.The process of creating customized promotional products as marketing and lead-generation tools requires careful consideration, creative thinking, and attention to detail. Each promotional product must be chosen for its relevance, its uniqueness, and its ability to create a lasting impression. From materials and printing techniques, to packaging and presentation, every element must be carefully crafted and customized to create a cohesive and unforgettable experience. So go ahead, unleash your creativity, and be bold in your approach. After all, the only limit to what you can achieve in the realm of marketing is the magnitude of your imagination.A Peak At Event PerformanceWe can’t ignore the glaring question: what kind of performance can be expected from events and tradeshows? Compared to other marketing tactics, what does “performance” actually mean? Fortunately, research shows that a well-planned event is one of the most lucrative channels through which to market your brand. Tradeshows and events are engrossing experiences by nature and offer unique opportunities for novel prospects and audiences to interact with your brand live and in-person. And when done right, events pack a distinct performance punch, levelling-up your brand and making waves within the competitive landscape and beyond. But don’t just take our word for it. Here are some notable facts that should encourage tradeshow and event consideration for even the most skeptical of marketers:92% of attendees visit a tradeshow to learn about new and exciting products and services.56% of visitors will travel over 400 miles just to attend a tradeshow.Attendees spend an average of 8.3 hours visiting all the booths and displays at a tradeshow.74% of trade show attendees believe engaging with the exhibitors makes them more likely to actually buy the products/services on display.79% of attendees believe going to a tradeshow helps them decide what to buy.Event attendees, on average, will tell more than 6 people about their experience at the event.Clearly, the quality of the experience and strategic effort put on display by brands have direct impact on how well tradeshows and events perform. When executed well, these channels wield tremendous persuasive power, and can be considered a key component of a successful omni-channel marketing ecosystem. So when deciding whether or not to invest in customized promotional products, understand that the money you put in has a big implication on the money you get later.Betting On The BoothWhether physical or virtual, the heart of a successful event or tradeshow centers on your booth. A well-designed, customized booth not only attracts visitors but also helps your brand stand out from the crowd to make a lasting impact. The tradeshow or event floor is a crowded and noisy place, making it challenging for brands to cut through the clutter and get noticed. But with the right booth design, you can set your brand apart and create a memorable experience for attendees.A high-quality tradeshow booth starts with an imaginative exhibit that effectively showcases your brand and relevant products. This goes far beyond merely choosing the right booth size or layout; utilizing eye-catching graphics is must for an inviting yet functional space that guides visitors to explore and engage. The booth should be designed with a keen focus on your target audience, taking needs, interests, and pain points into consideration. A properly designed booth that connects with attendees on a personal level will be more effective in generating leads and driving sales.In addition to the design of the booth, the aptitude of staff that supervise it is just as important for the creation of a successful event experience. Booth staff should be knowledgeable, friendly, professional, and able to answer questions while engaging with visitors in a meaningful way. They should be meticulously trained on the brand’s products and services, its target audience, and goals for the show. A positive and productive interaction between booth staff and attendees can be the difference between a potential customer forgetting the experience or becoming a firm lead.Finally, the quality of your tradeshow or event booth should be reflected in the customized materials and promotional products you showcase. This includes everything from the graphics and signage to furniture and utilization of innovative technologies. Investing in superior materials and equipment will not only enhance your booth’s overall appearance, but it will also provide a more functional and engaging experience for visitors.Customization Is King We’ve been talking a lot about tradeshows and events, but here’s something to consider: don’t think of brand events as independent activities. In the ever-evolving landscape of business, brands are constantly seeking new and innovative ways to stand out from the competition. And at tradeshows and events, this pursuit of differentiation takes on a whole new level of importance. For it is here, amidst crowded aisles and bustling halls, that brands have an especially unique opportunity to sing through the noise.So if you’re not strategically customizing your collateral, you’re taking a risk. Customized promotional products and materials, like banners and posters; flyers and brochures; food and gifts – these touchpoints are not only visual representations of a brand, but they are also the key to unlocking the positive performance you need.With customization, brands have the power to set themselves apart from the pack, showcasing their unique identity, values, and messaging in a way that is both consistent and memorable. But it’s not just about the aesthetic. Customized materials also provide an opportunity for brands to make a statement, to tell their story – their narrative – in a way that captivates and engages attendees.In terms of application and execution, the forethought put into the materials is just as important as the materials themselves. It doesn’t matter how many hats with a logo you print if every other booth in the hall is giving away the same product with their own logo. This is why speaking with an expert or working with a vendor experienced in customizing promotional products is such an integral step. Accessing talented minds can assist you with developing an integrated booth strategy that immerses audiences in your brand instead of just gliding them across its surface. When everything aligns, you’ll find that great event touchpoints form a perfect marriage between aesthetics and practicality.If you’re worried about the cost for these initiatives, clear and transparent information will enable you to make sound decisions. It is crucial for brands to carefully weigh expenses like design fees and printing costs against potential benefits. Working with a vendor that is unambiguous about these factors means you can invest in the products you actually need, and forgo the products you don’t. But make no mistake: even small investments can be well worth it. By creating event materials that are both visually stunning and functionally relevant, brands can establish a powerful connection with attendees, one that will translate into increased recognition and customer engagement that boosts ROI.In the world of business, where every moment counts and every detail matters, customized event and tradeshow collateral represent a powerful tool that brands can leverage to achieve success at these all-important functions. Why settle for the ordinary when you can have the extraordinary? Embrace customization and unleash the full potential of your brand.