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How To Care For Your Flag

Flags are exposed to airborne contaminants such as dirt, dust and pollution, wind, and ultraviolet rays which all contribute to the deterioration of your flag.

The most effective ways to increase the life of your flags are:

  1. Avoid extreme wind conditions by taking your flag down
  2. Remove your flags during storms
  3. Take your flags down overnight which can double the life expectancy of your flag
  4. Request to have your flag manufactured with rounded corners rather than square corners which is best suited to portrait flags.
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8 Event Signage Ideas To Improve The Attendee Experience

Entrance signage

Everyone loves to be welcomed and the best way to do that is with an entrance signage. It gets attendees excited as they walk towards the entrance and it gives them the “I have arrived” feeling.

Stair wraps

Decals are adhered to the stairs to create a message or an image. Stair wraps are mostly used to assist guests with directions or provide exposure to sponsors.

Barrier covers

For larger events, crowd control barricades are hired to funnel traffic to a certain location such as the entrance or ticketing booth. These barricades come unbranded with no covers or signage on it. This presents an opportunity to add covers and brand the barricade with the event logo.

This will also improve the professionalism of an event.

Here is an example of two events – One with branding and one without.

Natural landscape design

Dreamforce is one of the largest B2B conferences in the world. Their event consists of both an indoor and outdoor area. For their indoor area, they went with a campground theme which gives it an outdoor feel to it.

The image above is their entrance signage. It looks like it is made out of wood but it is not. It is actually a rigid board printed with wood design.

Here is another example of a TRIGA wall we did for a client. It looks like a huge wooden wall but it is actually printed on fabric.

Hanging banners

Using hanging banners are a good way to make use of the ceiling. These hanging banners can be used to provide directions, label sections in your event and provide exposure to sponsors.

Step and repeat walls

A step and repeat wall is a backdrop with repeating sponsors’ logos. These walls are often used in red carpet events and are used as photography backdrops. These walls also tend to receive a lot of media exposure and social media shares and hashtags which indirectly promotes both the event and their sponsors.

Directional signs

The larger the event, the more important directional signs are. You don’t want your guests to wander around your event lost and not experiencing your event to its fullest.

Directional signs don’t necessarily have to mean pointing arrows to an area. It could also mean labelling areas or sections in your event such as the merchandise store, cafe, main stage, concierge desk, etc.

Floor graphics

The floor is generally the most unsued space of an event. Event organisers would brand the walls, pillars and structures but generally leave the floor unbranded. Event organisers can utilise floor graphics as directional signs to assist with the traffic flow. These floor graphics also can be utilised as another sponsorship opportunity for the event.

Summary

The event signage ideas covered in this post are:

  • Entrance signage
  • Stair wraps
  • Barrier covers
  • Natural landscape design
  • Hanging banners
  • Step and repeat walls
  • Directional signs
  • Floor graphics

Our event signage product range

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6 Tips To Manage Conference Flow With Event Signage

#1 - Start directing before the event entrance

The time to start directing your guests should start when they enter the event premises. Don't wait for attendees to get to the entrance before you begin directing them.

Directional signs before the entrance such as in the parking lot are important. You don't want your attendees walking 10 minutes towards the entrance to only find out that the entrance is in the opposite direction.

#2 - Make use of the floors

One of the most underused locations for on-site event signage is the floor. You will see event signage on the ceiling, the walls, on existing structures and portable displays around the venue but generally, the floor is left blank.

Here is an example of a unique directional floor graphic on a staircase in the Aesthetics Conference and Exhibition.

#3 - Take advantage of existing structures

Walls and pillars are excellent places to place directional signage. Directional signage on existing structures also helps brand the event which improves the event environment and indirectly improves the engagement of the attendees.

Here is an example of a directional signage placed on a truss for VIC Caravan Show.

#4 - Prioritise clear directions over sponsors

Today, almost every event has sponsors. Sponsors play an important role in the event because they provide funding to the event organisers to support the event. Even a popular event like Dreamforce hosted by one of the largest companies in the world, Salesforce has sponsors.

In fact, sponsorship spending around the world has been growing 5% year over year since 2007.

In exchange for the sponsors' funding, the event organiser provides exposure to the sponsors. This includes event signage, media exposure and social media mentions.

In regards to the event signage, the event organiser would include the sponsors on their signage. This includes directional signage. However, no matter how important a sponsor is to an event, a directional signage's primary goal is to direct traffic not to promote its sponsors. Hence, the majority of the signage area should go towards providing direction.

Here is a good example of a directional sign that simultaneously promotes its sponsors.

#5 - Make sure your directional signs stand out

Signage won't add any value to your event if it can't be seen. A directional sign has to be big enough where it can be seen from a distance but not too big where it grabs too much attention. Directional signs also need to be placed in strategic locations. Hence, event organisers need to understand their event's layout as well as the event venue in order to place directional signs at the right spot.

Another simple tip with directional signs is to use contrasting colours so it can be read properly. For example, black background with white text.

Here are some examples of good and bad contrasting colours.

#6 - Never underestimate the power of human interaction

With all that said, no matter, how well placed and eye-catching your directional signs are, you will always need staff around the area to assist your guests.

Even a world-class venue like Disneyland has staffs around the park to be there to assist their guests whenever they need it.

Summary

  • Start directing before the event entrance
  • Make use of the floors
  • Take advantage of existing structures
  • Prioritise clear directions over sponsors
  • Make sure your directional signs stand out
  • Never underestimate the power of human interaction

Our event signage product range

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5 Types of B2B Events To Host

Conferences

Conferences are generally hosted by organisations selling B2B. People come together at a conference to discuss the latest trends and opportunities related to the theme of a conference.

In 2018, Dreamforce had more than 170,000 registered attendees. During the conference, attendees can attend workshops, keynotes and network with other Salesforce users.

The advantage of conferences as a marketing channel is when executed successfully it is very difficult to replicate by another organisation. The conference provides the organisation with an excellent source for leads as well as increase the lifetime value of a client which indirectly generates more sales.

An increasing number of B2C organisations are also hosting their own conferences too such as Disney with D23 and Blizzard with BlizzCon.

Characteristics of a conference:

  • Paid event - Attendees can only attend after purchasing a ticket.
  • Huge audiences -  Hundreds to even hundreds of thousands of attendees.
  • Detailed program schedule with multiple speakers and activities throughout the conference.
  • Usually goes for multiple days - Non-local attendees need to book a hotel in the area.

Workshops

Workshops are much smaller than conferences and last only one to two days. Because workshops are smaller than conferences, attendees tend to spend more time interacting with the presenter as well as other attendees. Workshops also include more interactive activities compared to networking.

An example of a workshop is Xero Refresh.

The goal of Xero Refresh is to bring together accountants, BAS agents and bookkeepers within the local community together while at the same time providing practical training on using Xero. The more familiar accountants get with the Xero software, the more likely they are to recommend Xero to their network and their clients.

The benefit of Xero Refresh is each workshop is just 3 hours long so Xero's clients don't have to allocate a full day or sometimes multiple days to attend a workshop.

Another benefit of their workshops is it is hosted across Australia in all states and multiple locations. For example in Victoria, it is hosted in Caulfield, Mornington, Ballarat, Bendigo and Warrnambool. Most other workshops are hosted in the CBD area which is inconvenient if you are located at a regional area such as Bendigo or Warrnambool. Xero makes it convenient for clients from all over the country to attend.

Characteristics:

  • Much smaller than conferences.
  • Generally, workshops last for one day.
  • Attendees are normally existing clients of the company.
  • Held to onboard and educate attendees on the company's product or services.

Networking Event

When dealing with B2B, most of the time it is more about who you know than what you know. Every business professional understands the importance of a broad network to call upon when you need help.

The benefit of hosting a networking event is it doesn't require as much planning compared to a conference and it definitely doesn't cost anywhere near a conference. You don't even need speakers too. You just need a venue and people. If you want to save on the venue costs, you also have the option to host the event in the company's office.

An example of a company executing this strategy is HubSpot. They call them HubSpot User Groups and these networking events are hosted across over 150 locations. It doesn't cost a lot of money and planning to get started and to scale up to multiple locations if you are a global company.

The image below shows all the HubSpot User Groups around the world.

Characteristics:

  • Free event - Sometimes a small contribution is required to cover location costs and snacks.
  • Specific target audience - Existing customers, industry partners, people in a similar industry.
  • Attendees are often asked to bring extra guests.

Product Launch Event

Product launch events are hosted when a company wants to generate buzz around a new product or products. These products are shown to the public for the very first time and only exclusive to the press and influencers.

The most popular product launch event is Apple Special Event where they launch their latest iPhone, iWatch and other product lines. Google has also been doing more of these launches with its Google Pixel event.

These product launch events are smaller than your average conference but they can build as much awareness than a conference because the company is leveraging the network of the press and its influencers. It is a win-win for both the company and the attendees. The company gives the press exclusivity in being the first to write about the product/s and the press gives the company exposure to its network. Another benefit of product launch events is it cost less to host due to its smaller size.

Characteristics:

  • Entry is free but is invite-only.
  • Stakeholders or account managers invite their own contacts.

Award Night

Award night is a formal event during which awards are given to recognise achievements in a specific industry. These award nights can be stand-alone events or part of a larger conference.

Utilising award nights is a great way to position your company and brand as an industry leader. Winners love sharing their successes - you don't even need to ask them to share it on social media.

Aside from nominees and winners spreading the word, awards are a great opportunity for press coverage. Invite the media and you'll help them do their job by giving them something to write about.

However, awards night can be expensive because they are by nature meant to be prestigious and you need a venue to match that. In addition to the venue, you have to account for catering, printed menus, signage, wait staff, AV and lighting into your event budget.

An example of an award night is Mumbrella Awards. Mumbrella Awards 2018 was attended by over 900 attendees.

Summary

The five events discussed in this post are:

  1. Conferences
  2. Workshops
  3. Networking event
  4. Product launch event
  5. Award night

Our event signage product range

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How To Choose Which Trade Shows To Exhibit At

1. Types of trade shows

There are two types of trade shows:

Consumer trade shows - These type of trade shows are mostly B2C trade shows. Their attendees and exhibitors are mostly B2C. An example of a consumer trade show is Dog Lovers Show Melbourne. Exhibitors who exhibit at these shows are targeting dog owners such as pet retailers and dog food manufacturers.

Industry trade shows - These type of trade shows are mostly B2B trade shows. Their attendees and exhibitors are mostly B2B. An example of an industry trade show is AVA Annual Conference. Exhibitors who exhibit at these shows are targeting veterinarians such as animal science companies like Bayer or veterinarian equipment suppliers.

Looking at the attendee list for AVA Annual Conference, 6 out of 10 of the attendees are either vets or practice owners.

Another difference between consumer trade shows and industry trade shows are consumer shows are primarily focused on selling to the attendees, while industry trade shows are primarily focused on developing relationships and generating leads from new prospects.

2. Types of attendees

There are a few things to find out about the attendees:

  • How many attendees attended the previous year's show?
  • How many exhibitors exhibited at the previous year's show?
  • If you are attending an industry trade show, what job titles do the attendees hold? Are they mostly decision-makers in a management level or are they mostly graduates who have been given a free pass?
  • How satisfied were the attendees? This is important because satisfied attendees are more likely to return to the next show and are more engaged.

Some shows will publish a post-show report where you'll be able to get this information. Here is an example of a post-show report from APPEA, an oil and gas conference: https://www.appeaconference.com.au/wp-content/uploads/2019/08/APPEA-2019-Post-Show-Report.pdf

3. Budget

The booth space is just one part of the total cost of your trade show campaign.

Other factors include:

  • Signage
  • Logistics (if your stand requires it)
  • Marketing collaterals such as business cards and brochures
  • Staff costs such as training cost, attire and accommodation (if the show isn't local)
  • Show services such as utilities and WiFi

Some organisers make it as hands-off for you as possible by including all the basic necessities you need in a package.

To give you an idea, here is what a basic stand looks like. It is a shell scheme display stand and a signage with your company name.

You can also opt for something fancier like the stand below. It consists of an L-shaped wall, two portable counters and a brochure stand with brochures.

Read more about what you need to budget for in a trade show.

4. Reputation of the trade show

Each show has its own reputation. For example, E3 is one of the biggest gaming conventions in the world. You can count on all the major gaming companies like Sony, Microsoft and Blizzard will be at the show. Journalists from the biggest media outlets will also be there to report on the latest product releases and industry news. If Microsoft is revealing a new Xbox, it will be at E3.

Decision-makers are very busy people and most of them do not attend multiple shows every year. If they only attend one show a year, chances are it will be the biggest one in the industry. That is why the reputation of the show matters.

Summary

  1. Types of trade shows
  2. Types of attendees
  3. Budget
  4. Reputation of the trade show

If you are unsure on which show to exhibit at, consider attending the show as an attendee. It is much less expensive than renting a booth space – and you will be able to see firsthand whether it may help you achieve your goals.

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