Most businesses understand the importance of having signage at events – they help draw attention, convey important information, and position your brand as more professional.
However, even though the purpose is obvious, a lot of conference organizers find that their clients don’t have a thought-out strategy or plan when developing event signage for their brand.
But how can event signage be helpful? And how can you use it in the best way possible? Let’s explore below.
Signage seems like such a natural part of any event that many business owners don’t give it a second thought.
However, as those who have forgotten to develop signage or decided not to do it have found out, signage does matter and matter a lot.
First off, it provides a way to communicate the most basic information about your brand, what it’s about, and what you can offer.
Second, it draws attention to an event, which is crucial when you’re competing with other businesses, lectures, activities, and entertainment options that are often available.
By merely offering a way to easily find your booth or area, you can provide a significant boost to your event attendance, as many people who might be interested in what you have to offer might simply not bother looking for your area if it’s hard to find.
And if your sign provides useful information, you are instantly positioning your brand in a positive light and establishing a positive relationship with prospects, even without having to talk to them directly.
Finally, you can use signage for sponsorship opportunities as well, partnering up with other businesses and driving your revenue from the event in the process, which can be very helpful in the long run.
Now that we’ve gone through some of the most compelling reasons why signage is essential, let’s explore the best practices of event signage that are employed by the corporate event companies in the UK.
One of the hottest trends of event signage over the past few years is digital signage, which dramatically expands the possibilities of what a business can communicate to its audience.
Since the digital signs are interactive, they do a much better job of drawing attention and can help your brand stand out, even if there’s an abundance of competition trying to gain the attention of the same crowd.
In essence, digital signage is basically just screens that display changing information, but the possibilities of such a simple solution are almost endless.
Besides showcasing your brand design elements and conveying the underlying message, you can also provide useful information, show maps of where to find you, demonstrate your products in action, display the live schedule, or even show a presentation.
Whereas traditional signage has obvious restrictions in terms of size, with digital signage, you can display as much information as necessary.
So, while it may be a bit more expensive and complicated, digital signage provides plenty of benefits while still being affordable.
No matter what type of signage you will use, one thing remains constant –for it to be effective, you need to provide relevant and engaging information to the attendees.
And to do that effectively, you need to have a solid understanding of a few key areas regarding the event and your audience.
First off, you need to ask yourself who are the people that you’re trying to reach. You need to figure out what they are likely to respond to best, and how can you position your message in a way that draws their attention.
Think about the expectations that the attendees of the event have and try to position your messages in a way that fulfills those expectations.
You should also consider the environment in which your event signage will be displayed, which often plays a bigger role than you might assume.
At the same time, you need to make sure that your event blends in with the environment, the type of event, and the expectations of the people attending, but you also have to find a way for your signage to stand out and draw attention.
Many companies make the mistake of trying to put too much information into their signage, which causes the people reading it to become overwhelmed and ignore the most critical parts.
Therefore, you need to be very deliberate about what you display on the most prominent positions because while giving attendees more info is generally a good thing, it won’t matter if the crucial information such as where to find your booth or what your company does gets lost in the process.
Sometimes, you’ll have just a few seconds to convey your message to the reader, so make sure that those seconds count and that he knows where to go next, and what he will get if he does.
Finally, in order to make the most out of what signage has to offer, make sure that you use a variety of different signage options to reach as many people as possible and direct them the right way.
Professional conference organizers make sure to not only be using the digital signage that we mentioned before but also employ other types of signage that help to guide attendees and convey important information.
Depending on how much space you have, you could turn almost any object or wall in the event into an opportunity for signage.
Corporate event companies use sing barriers to guide attendees, place colorful banners to draw attention at strategic spots, or even employ floating signs to make the most out of the available vertical space and make sure that there’s no way not to notice the crucial information that needs to be conveyed to the guests.
There are dozens of options for the types of signage that you could use, so experiment with different options until you find a balance that works best. Since signage is relatively cheap, it can be one of the most powerful and cost-effective ways to boost the engagement of your guests and improve their overall experience.
Stay tuned with us on our blog to read about some great event & industry insights ahead!