Promotional products for events: Boost your brand from start to finish

By Suzanne Worwood

Event marketing is a proven strategy to stand out and get results. A well-executed event helps you resonate with your target audience opens in new window, facilitate face-to-face engagement, increase brand awareness, and provide valuable research and insights. From conferences and workshops to fundraisers and community celebrations, there’s power in bringing people together. In fact, 78% of event organizers opens in new window say gatherings are their organization’s most impactful marketing channel. And with the right promotional products, your brand can resonate long after the event is over. But the magic doesn’t just happen. Here’s how to make sure your next event leaves a lasting impression.

78% of event organizers say gatherings are their organization’s most impactful marketing channel.

Set your priorities

Start with “why.” Clearly defining your goals will guide every step that follows. Establish success metrics, such as positive press coverage, a specific number of sales or leads, or registration and attendance targets. Next, consider your target audience. Use customer demographics, purchase histories or donor lists to help you hone in on those you want to reach.

Plot your plan of action

With goals and audience in mind, craft a unique value proposition for your event. A value proposition opens in new window is a short statement that tells your audience why they should choose you over competitors. It can help guide your event. Map your budget, and then choose activities, speakers, food and drinks, entertainment, and anything else that will wow your audience and drive home your message.

Establish a marketing timeline. Once set, send save-the-date invites along with branded giveaways. For instance, give can coolers to promote a picnic or vacuum flutes for a black-tie gala. Or incorporate a product into the save-the-date: Give peel-and-stick calendars with the event date circled or imprint the details—along with your logo—on beverage coasters.

Create invitations to intrigue

Invitations should be visually appealing and make clear the “what, where and when.” Tell them why it’s important for them to attend, whether it’s networking, supporting the cause or just to experience something special and unique. Provide registration information and keep the process simple.

Add intrigue by printing details on full-color puzzles. Or send half of a magnet puzzle imprinted with save-the-date info, then the other half with the full invitation. Include an opportunity for guests to purchase themed branded event swag to pick up at the event. For example, retro ringer tees or glitter lamps for an event with a ‘70s vibe.

Be sure to collect contact information, either at the event or during registration. It can be used for gathering feedback later.

Host an event they’ll remember

Make a strong first impression when the big day arrives. Ensure check-in is smooth, signage is clear, and staff and volunteers are welcoming. Promotional products for events, like table covers or throws and indoor banners, can visually tie the space together and keep your brand top of mind throughout the occasion. Promotional drinkware, like aluminum cups or value coffee mugs, add cohesion.

Seventy-seven percent of people say opens in new window brand trust increases after interactions at a live event. Engage attendees by inviting them to share photos and videos taken at a cut-out banner stand. Or set up a photo booth—complete with fun photo booth props. Encourage staff and volunteers to collect content of their own to share. If it fits your audience, gamify discussions or activities. Put a Rubik’s Cube^® on each dinner table—the first group to solve it gets to line up for the buffet first. Give tech bags to those who correctly answer trivia questions or pill boxes to participants at a seminar or lecture.

Keep the good times rolling

The value of an event doesn’t end when the event does. Send thank-you cards to attendees as soon as possible. Direct people to your website or social media pages to view highlights from the event. If you have leftover business giveaway items, like branded phone stands or bottle openers, send to those on your invite list who couldn’t attend. Or, like your promotional table covers, save them for next time!

Include a survey to gather feedback that can be used when planning future events. Document lessons learned. Compare outcomes with the goals you set. If you hit your attendance or fundraising targets, examine what worked and what opportunities might still exist.

Unforgettable events make unforgettable brands

Successful event marketing goes far beyond a single day. Careful planning in the weeks and months prior combined with thoughtful follow-up can make all the difference. And by integrating promotional products for events at every stage, you can turn your special occasion into a memorable, goal-crushing experience for your organization.

All marks are the property of 4imprint or their respective owners.

Sources