When planning an event, think beyond the activities of the event itself. Just as a ghost story becomes scarier at night, so too (but hopefully in a more positive way), you can leverage the ambience created by your banners, flags and bunting to give the client a more sensorial experience.

Media fragmentation means companies are no longer able to reach audiences in traditional ways we have seen this with the move from spending on print to online media. Combined with this strategic change, even exhibitions are changing from static exhibits to interactive, experiential events.

People expect to be entertained and are receptive to becoming involved in the marketing process. Marketers who think outside the square, enhancing their entire offering (be it a digital or analog experience) with effective on-site branding are changing the way consumers interact with your event or exhibit.

This does not mean that the traditional communication elements need to be ignored. Sitting down with a consumer or B2B client at your event or exhibit, can make an enormous difference to reinforcing or starting a relationship. The events industry is flourishing, but, throwing a party or having a golf day is not an event. There will always be the need for the marketing strategy to dictate your event tactics, along with a specific budget and a project management plan.

The world wants touch, smell, taste and feel, not just blind messages but for some reason we still often depend on what our clients see well before the event to determine the mindset that they will approach us.

In the same way that your banners should announce to the public what your presence means, the staff who will interact with prospects need to know how to engage with visitors the perceptual platform - and how to support the business objectives for this event.

Creating environments for people to interact, learn and have fun takes a focused and well resourced contribution from the brand. There is something special about events, and it is up to us to create that sense of excitement and not depend on the crowd to provide the vibe. That means effective placement of flags, banners, gazebos and stands. Although it is not a competition in modesty, there is nothing sadder than an events organizer having a sparse display of banners at the venue. Although this may be no indication of the health of the brand, it does convey the message that we skimped.

Putting an event together can be a demanding experience. Theres suppliers that need to be sourced (and negotiated with), invitations, RSVPs, preparing the plan, implementing the plan and the myriad of other aspects that need to be addressed for a smooth and enjoyable experience.

Forming relationships with prospects at events and exhibitions is becoming more competitive. Brands are learning to do it better, leveraging maximum return by ensuring integration with the entire communications mix.

Contact BTI Branding for all quality fabric flags, banner systems, exhibition stands and backwalls.