During the pandemic, I remember wondering what would come of events once we were back to ânormalâ. Thankfully, what weâre seeing today is beyond promising. People are excited to get back out there and enjoy events again. But theyâre different now â and much of that is because weâre different now too. Expectations have changed and so should your strategies. Hereâs what you need to do:
1. Incorporate branded merch - everywhere.
Of course, I need to start with the strategy closest to all our hearts â applying branded product. Never underestimate the power that branded merch has in inducing emotion and memory. Help customers understand how limitless our options are and introduce them to new ways to apply. Incorporate welcome gifts, event apparel, useful custom journals and pens, and departure gifts.
2. Create product experiences.
Rather than just hand out product to attendees, use this as an opportunity to show how impactful it can be when in use. Serve drinks in branded drinkware, host a tournament using custom lawn games, incorporate promo food gifts into social settings. Not only are these subtle ways to advertise â they maximize overall messaging power.
3. Send direct mail.
This is a great way to cut through all the noise â both before and after the event. Pre-event, use postcards or small packages to remind attendees of the agenda, sponsors and important reminders. Post-event, you can thank attendees and provide any necessary follow ups. You can also incorporate QR codes to drive attendees to a registration page, video, website or any other call-to-action. After ordering food via QR codes over the pandemic, just about everyone should be comfortable using.
4. Choose the right destination.
Based on your goals for the event, ensure the space you choose fits the bill. Is it close to the airport? Are there enough meeting rooms â and are they big enough? If socializing is important, are there bars and restaurants within walkable distance? Additionally, is the city or region one that people will want to visit? Post-pandemic, people tend to value their time even more, so it better be worth it.
5. Take signage and displays seriously.
Putting the time, energy and budget into event branding can completely transform the attendee experience â especially when making first impression. Invest in custom backdrops, signage, floor mats and other directional materials to take your branding to the next level.
6. Find opportunities for inclusion.
For many, the pandemic created a lifestyle reset. One exampleâŠweâre seeing many people start to embrace a sober or what some call âsober-curiousâ lifestyle to cut back on alcohol consumption. Incorporating signature âmocktailsâ can be a fun way to include all lifestyles â especially for customers who prefer a more risk-averse event environment.
7. Engineer exclusivity.
Now let me slightly contradict myself hereâŠyes, incorporating inclusivity should be consistently applied. However, in certain scenarios, creating a âVIPâ experience can help successfully target a specific group when merited (rewarding high performers, sponsors, award winners, etc.). Create special badges or pins for them to wear throughout the event, create an invite-only social or plan for a personalized gift waiting for them upon arrival. By prioritizing quality over quantity, you can alter the perceived value of your events and create an exclusive experience for high-profile attendees.
8. Take care of secondary attendees
Are all attendees feeling the love? Almost every event includes multiple levels of attendees and oftentimes, there is one group who is most catered to (typically in the âcustomerâ role). Chances are, there are ways to elevate the overall experience for the other types of attendees â whether itâs the exhibitors, speakers, sponsors or even the teams hosting. Be sure these groups feel appreciated too with custom thank you cards, event apparel or high-end branded gifts.
9. Set a more balanced schedule.
Of course, you want attendees to get the most out of your event possible. But never let experience suffer for it. If you plan to have attendees partake in education or meetings, balance it with more time to relax, network or enjoy fun activities together. Collectively, I think the pandemic helped us regain focus in how we want to spend our time. For many, the new mentality when it comes to attending events is âwork hard, play harderâ.
10. Incorporate surprises.
Perhaps itâs a room drop, special gift, breathtaking view, or exciting announcement. Keep attendees on their toes and never bored. Just keep in mind â people tend not to like surprises that are foundational to the event (agenda, location, meeting details). Itâs best to consider them as pure add-ons to already set expectations.
11. Create FOMO
In marketing and advertising, the âFear Of Missing Outâ can be handled as a currency. Share video and photo content before, during, and after the event, so that anyone not in attendance can see what theyâre missing out on (incentivizing them to attend next time).
12. Listen to and act on survey results.
The best way to make your events betterâŠstrategically use feedback given. Itâs important to remember that you cannot make everyone happy. Not all feedback merits action, but if you start identifying trending messages, thatâs when you need to stop and listen. Also, itâs much easier said than done, but try not to take negative feedback personally. Feedback is a giftâŠeven when itâs wrapped in an ugly package.
13. Offer optional excursions
Adding opt-in activities or experiences outside of the set agenda can provide a great opportunity for people to bond over similar interests. Add golf outings, a spa day, wine tasting or another pastime common to the local area in addition to your official agenda. (Donât forget all the products that can tie into these!)
14. Overcommunicate and set expectations
Especially now, communication can thrive on so many channels: email, social media, video content, direct mail, pre-mailed product, etc. Use as many platforms and strategies possible to ensure attendees come prepared, excited and ready to soak it all in!
Whether the event is a tradeshow, seminar, business networking, golf outing, company picnic or 5k, there are always ways to create lasting memory through strategic planning and use of branded product. Donât miss out on the valuable ROI and attendee impact created by a thoughtfully executed event.
Taylor Borst is Sr. Director of Marketing & Vendor Relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, board member for UMAPP, on the PSDA Emerging Leaders Committee and is an advocate for education and youth involvement in the industry. Connect with her on Instagram,
TikTok and LinkedIn.