Event Collateral: Returning to Business Events

As coronavirus restrictions begin to relax, opportunities to gather are becoming more feasible. We’re seeing our family after a long time apart, hugging long-distance friends, and meeting new people in person once again. Businesses that typically hold events are slowly able to begin gathering as well! As time continues, trade shows, conferences, seminars, and more will begin to pop up. 

If your business is planning on holding an event soon, there are some elements you’ll want to consider to ensure your event’s success and the safety of attendees. By following our tips, you’ll enjoy a successful event!

1. Promotional Marketing & Advertising: Increasing Your Registrations for Events 

The key to getting responses via registrations for any business event is to have a strategic, promotional advertising strategy. To achieve this promotional advertising strategy, consider a combination of digital and printed promotional media. The goal should be to attract the people who you want to attend, while also capturing those further down the funnel who are looking to form a relationship with your business.

Flyers, posters, brochures, and banners are all critical elements included in a multi-level advertising strategy. Use these printed marketing materials to spread the word about the event. At Velocity, we can help you design, print, store, and distribute your printed materials effectively and efficiently.


2. Social Media Advertising as Event Collateral

While printed materials are vital in your promotional advertising strategy, don’t ignore digital marketing efforts. You will want to ensure your digital marketing messages align with your print materials. Ads on social media and posts to your business’s account page should fit seamlessly into the conversation your print materials are having with potential attendees and vice versa. 

Consider making digital versions of your flyers and brochures, able to be easily posted and shared on various social media platforms. For more advice on social media marketing for events and brand messaging, check out this earlier blog post!

Trade Show Marketing & Event Collateral

3. Trade Show Marketing & Creating Event Collateral

Printed marketing materials also need to be considered for the event itself. After all, you want to capture your attendees’ attention once they are there! Consider the following questions to determine which print materials or event collateral to create: 

  • What information would you like your attendees to have regarding the structure and organization of the event?
  • What documents will your attendees need to get the most out of the event?
  • What information would you like your attendees to walk away with regarding your business after the event?
  • What promotional merchandise or marketing materials could represent your brand image or brand message, even after the event is over?

Your company will convey a level of polish during the event if, for example, your event space and stations are outfitted with branded tablecloths or tents. Use tablecloths, tents, and signage to grab the interest of non-attendees and offer them direction as to how to attend the next conference. Promotional merchandise or marketing materials will remind the users of your company every time they see your logo. 

Whether you are looking for a trade show banner, table tent, or full backdrop, Velocity will create a custom solution for your company. Our in-house creative team will work with you and your business to create the perfect printed marketing materials or event collateral. Not only that, but Velocity has over 800,000 promotional products available for you to choose from. We’ll find the perfect items to respect your organization.


4. Post-Event Marketing: Direct Mailing Marketing & Reaching Prospects After

There is one last element that must be considered and is often neglected: post-event marketing. Post-event marketing offers the opportunity to convert attendees to customers, or even simply move them further down the marketing funnel.

Post-event follow-up should include a mix of traditional and digital marketing messages tailored to convert your new prospects. Assume that they are likely more informed now, as they attended the event to learn more about your industry/business.

Direct mail, either printed or electronically delivered, is a highly effective post-sale channel. When consumers receive direct mail, it has been documented that 78% of consumers react to direct mail immediately. Velocity offers complete mailing services with a range of print options, delivering anywhere you need.


With the return of events and trade shows, businesses are finally able to reach new customers and prospects through event marketing. By considering our tips above, you will find more successful events, happier and more informed customers, and increased brand awareness. 

Want someone to help you navigate the printing and mailing needs of your event or business trade show? Contact Velocity today to connect with our in-house design team and experienced sales professionals. 


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