Event Marketing: Event Expo
The brand identity of your event marketing campaign is vital to its success
In 2008 Edwards Communications was commissioned to take over all marketing materials for the annual Cleveland Event Expo. We embarked on an immediate overhaul of all materials:
Enhancing logo and colors
- Create new letterhead and business cards
- Develop new website with blog, vendor directory, photo galleries and registration process and list management
- Maintain website’s Exhibitor Directory (listing of company’s logos, descriptions, links)
- Create new magazine ads, web banners, postcards
- Create new banners and posters for day of trade show
- Design new name badges for attendees and vendors
- Design 28 page Show Book and some magazine ads for vendors
- Design email campaigns
- Designed/copy writing for Welcome Letters, Floor Layouts and Show Book articles.
How your campaign is executed is most important for events and trade shows
Creating a branding campaign for a big event demands efficiency as events are time-sensitive and the campaign will ramp up as the event approaches.
While it may seem the its website is most important, and should come first, I prefer to start with print items such as business cards and magazine ads. This artwork needs to be at 4 times the resolution as digital art and a smart designer doesn’t want to have to recreate the art later down the line.
With that in mind, most events will require banners and posters for the actual event or trade show itself. Chances are that you won’t have exact dimensions for these in the beginning, so this oversized output must be kept in mind when developing the artwork.