Themes and signage are crucial elements for a company to build an emotional connection with the target audience. If you participate in several trade shows throughout the year, it’s necessary that you create themes and signage that work for multiple events. The ultimate goal of an evergreen theme and signage is to appeal to your audience effectively no matter what specific time or event of the year. But this isn’t easy.
When working with evergreen themes, you need the right preparation to successfully address the various needs of your audience across different events. Most event marketers find it challenging to create a theme that stands the test of time. In this blog post, we’ll give you some essential tips to help you create evergreen event themes and signage that aligns with your brand image and philosophy.
- Form a Connection with Your Audience
Carefully identify your target audience and their interests before you plan anything. Take into consideration what you learned from past events. Analyze why you attended those events, the goals you defined for your brand and if your business objectives were met. Apply those experiences when planning your strategies for branding, messaging, and giveaways depending on the demographic that is likely to attend your booth.
Make sure that the exhibit displays and the booth setup is focused on connecting with potential customers. Stick close to your brand guidelines and aim towards engaging your audience. Keep your exhibit literature informative, interactive and visually interesting. Include quizzes, surveys, click baits, and reviews in your marketing strategy.
- Be Creative and Innovative
Trade show events help create impressions for your brand which calls for innovation and creativity. Your audience will get bored if they see the same booth structure and display materials every time. Evaluate what kind of exhibit displays, literature, and other marketing materials have worked for you and pair them with current display trends that interest your target group. This is one of the best ways to encourage your audience to participate and keep them interested.
Besides, you can get over your old booth and rent a new one to build a new concept. Focus on offering unique, fun experiences each time by switching up the format. Note that your customers and prospects will keep coming back for more if you give them something fresh and interesting.
- Focus on Brand Consistency
While you and your designers exercise creativity, make sure that you practice consistent branding so that your attendees understand your brand message easily. No matter how much innovation you introduce to your booth, it’s important that the objectives and initiatives of your brand are met. You can’t afford to alienate or confuse your prospects and customers with irrelevant and exaggerated innovations.
However, consistency doesn’t mean be repetitive. For example, keep your colour schemes same but make small modifications in the designs and displays so that every event isn’t a copy of the previous one. Also, make sure to keep your ultimate brand message consistent.
