Trade shows, conferences, meetings and events all need marketing material of some sort such as banner stands, desk-top displays, easy to navigate websites, leaflets, business cards and brochures. You may need more than one of these but whatever the event may be, you need to promote your product and/or services to maximum potential. While everything has to adhere to a budget, three things are key: being able to get the best quality for the budget you have been given, use the space you have been allocated to your advantage and be able to deliver on time.

Marketing is like fishing; dangle the bait, get them hooked, then reel them in, a rather gruesome analogy but true all the same. The best way is to keep it simple, the purpose of marketing material merely to consolidate your presence and establish a classy introduction of who your client is.

Think Outside The Box

Trade shows often offer limited space and conference venues can sometimes be small. Making the most of the space without it feeling cramped is the trick to great event planning. Remember always, to go for quality not quantity; your clients will thank you for it in the end.

Personality Check

Always be professional and put your personal opinion on hold. While this is sometimes easier said than done, all marketing material should represent your client’s company, not the person creating it. Know your client and choose colour schemes and images carefully; no one appreciates being deceived and portraying something as it isn’t, will fail to reach your target audience. This doesn’t mean you can’t be bold. Dare to think outside the box, be innovative, fresh and modern. It is after all always good to keep up with what is trending and give your client’s competition a run for their money.

Don’t Over Kill The Logo

Having an eye-catching logo is….well….so blatantly obvious, it is not worthy of explanation but it is important to decide on a colour scheme and stick to it. Colours, tag lines and logos are an outward representation of your business ethics and people WILL judge you by them. Be careful. While establishing your presence is actually expected, it can somewhat nauseating if everywhere you turn there is a company logo staring you in the face. It can also come across as being either pushy or desperate for business, neither image being a good one.

Banner Stands

Banner Stands are used to establish a clear-cut company presence promoting both image and reputation. It is therefore important to make the most out of any marketing material you are asked to produce and offering something more dynamic with curves and contours than a simple flat screen would certainly give you a modern, cutting edge design type of feel. Practicality is also something to consider and choosing a banner design, that if needed, can either pivot or link to other banners will not only increase its functionality but help keep make the most out of the allocated budget. Double-sided pop up banners also offer increased versatility and it is always worth enquiring about replacement designs. Some companies may offer you a discount on a second design but be careful to ensure that the frame allows you such flexibility.

Outdoor event banners need weightable bases that when empty, are easy to transport. There are a variety of bases for different ground conditions but just because the event is outdoors, does not mean that the banners have to be heavy, bulky and cumbersome. A lightweight aluminium frame is both easy carry and assemble and is more than sufficient to withstand weather changes. It is however, important to purchase durable material such as PVC or a mesh material to withstand strong gusts of wind.

One good practice is to have a banner than can be used both indoors and outdoors. There are styles that are more suitable for either but your client may get more use out of a banner that can be used anywhere. It is certainly worth some consideration anyhow. Making the most out of a budget will certainly be appreciated.

Information Overload

The bulk of your literature can come in the form of leaflets and brochures but keep it clean to keep them keen! Always remember that the purpose of printed literature is to encourage the reader to check out a website, attend an event or choose one company over another. Printed literature therefore needs to be concise and informative but without overwhelming the reader with too much jargon.

Information displayed on a banner, however, needs to be either in a form of a logo and tag line or a very simple, easy to read bullet point format, just enough to attract attention, tease the target audience, spike their interest and leave them curious to know more. Too much information on a banner stand can be overkill.

Money Talks

Whatever you do, don’t compromise on quality or your credibility. Cheap events do not attract positive attention and a company that appears to be financially sound with a modern, stylish appearance inspires confidence.

Make It count

It is possible to be modern, professional and environmentally friendly. There are some classy bamboo option banner stands out there and different types of recycled paper options for printed literature. Choosing recycled or natural products will certainly boost your reputation and widen your potential audience.


Following a University degree and a drastic career move, Fiona Warren-Bassett soon found herself rapidly moving forward in the events and PR world. Enjoying the change of direction, Fiona went on to further her Event Management experience, spending 6 years working for a renowned cruise line company. Having travelled extensively and been actively involved in many events and weddings, Fiona has since returned to land and has successfully launched her freelance writing and PR career.
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