Everything to help you succeed in your next corporate event!
In today’s competitive business landscape, participating in corporate conferences and events is a vital strategy for building brand awareness, generating leads, and fostering relationships. However, to truly make a mark, businesses must come prepared with well-designed event collaterals. These materials not only represent your brand but also leave a lasting impression on potential clients, partners, and collaborators.
This guide provides a comprehensive checklist of essential event collaterals and design best practices to ensure your company’s success at any event.
What is Business Event Collateral?
Business event collateral refers to the various printed or digital materials used by companies to promote their brand, products, or services during events. These collaterals are designed to engage attendees, provide information, and enhance the overall event experience. Examples include business cards, brochures, banners, promotional items, and interactive displays.
Essential Business Event Collaterals List
- Business Cards
- Flyers, Postcards, and Brochures
- Coupons
- One-Pagers
- Name Tags/Event ID Cards
- Presentations
- Branded T-Shirts
- Booth Design
- Pop-Up Banners
- Interactive Ideas
- Promotional Items
Event Collaterals that are great to use [with examples]
Business Cards
A well-designed business card instantly conveys professionalism and credibility, it shows that you are prepared and serious about your business, leaving a lasting impression. It includes essential details such as name, job title, company name, contact information, and logo, all formatted in a visually appealing manner.
Use in Events: Shared with prospects who visit your booth or anyone you’re networking with on behalf of your business.
Design tip: The design should reflect the brand’s identity and be easy to read and remember.
Flyers, Postcards, and Brochures
Printed materials that provide detailed information about products or services. Flyers are typically single-page documents used for quick promotions or advertising, while postcards can serve as direct mail pieces or handouts. Brochures, on the other hand, are multi-page documents that offer an in-depth look at a company’s offerings.
Use in Events: Handed out to attendees to educate and remind them about your offerings post-event. When designed expertly, these materials turn curiosity into purchase by delivering compelling information and visuals.
Design tip: These materials should include a balance of images and text, with a clear call to action.
Coupons
Vouchers offering discounts or special deals. Coupons are designed to provide customers with an incentive to make a purchase or return for future transactions. They should be visually appealing and easy to understand, with clear terms and conditions. Including a unique code or QR code can help track the effectiveness of the coupon campaign.
Use in Events: Distributed to incentivize attendees to return and make purchases. Dynamically designed coupons can increase demand for your products and services by providing an immediate call to action.
Design tip: Use bold colors and clear fonts to make the offer stand out.
One-Pagers
Similar to flyers, one-pagers are single-page documents summarizing key information about the company. One-pagers are used to provide a concise overview of a company’s services, benefits, and contact information. A well-designed one-pager can serve as a quick reference for potential clients.
Use in Events: Provides a concise overview of services and contact information for quick reference. Essential for giving potential clients a snapshot of what your company offers, one-pagers should be easy to read and visually appealing.
Design tip: They should be visually engaging, with a mix of images and text that highlights the most important aspects of the business; use bullet points and headers to organize information clearly.
Download your freebie: How to Design a Business One-Pager that Stands Out
Name Tags/Event ID Cards
Identification cards are worn by your team event participants. These cards typically include the attendee’s name, company, and role, and can also feature the event logo and branding. Thoughtfully designed ID cards can make attendees feel welcome and facilitate networking by making it easy to identify and approach individuals.
Use in Events: Makes attendees feel welcome and can serve as conversation starters. Thoughtfully designed ID cards can also enhance networking opportunities by making it easy to identify and approach your team members.
Design tip: Ensure the text with the person’s name is large enough and legible from a distance.
Presentations
Slideshows or other visual aids are used during speeches or demonstrations to capture and maintain audience interest. They should be well-structured, with a logical flow of information and engaging content that leaves a lasting impact on the audience.
Use in Events: Captures and maintains audience interest with engaging content, these are used during panel sessions and also for services or product demos. Effective presentations combine compelling visuals with clear, concise messaging to leave a lasting impact on the audience.
Design tip: Use high-quality images, GIFs, videos, and minimal text per slide to keep the audience engaged.
Branded Clothing
Apparel featuring the company’s logo and branding, including t-shirts, jackets, hats, and more. Branded clothing can be worn by the company team to create a cohesive presence or given away as promotional items. They should be designed to be stylish and comfortable, making them items that people will actually want to wear. High-quality materials and printing techniques ensure durability and a professional appearance.
Use in Events: Provided as gifts along with other merchandise to participants who join activities and product demos at the booth; can also be worn by the company team. Branded clothing serves as walking advertisements and helps create a cohesive team presence.
Design tip: Incorporate the logo or company name as the primary element of the design, using the brand’s primary colors to create an eye-catching and memorable look.
Booth Design
The layout and decoration of a company’s event booth. A well-designed booth should be inviting and reflect the brand’s identity, using elements like banners, displays, and interactive features to attract and engage attendees. The design should facilitate easy navigation and encourage visitors to stop by and learn more about the company’s offerings.
Use in Events: When you have a rented space or have a sponsorship at an event with a booth available, it can help to attract and engage attendees with a visually appealing setup, making your booth the focal point.
Design tip: Ensure the booth is open and accessible, with clear signage and attention-grabbing visuals.
Pop-Up Banners
Portable banners that display promotional messages are easy to set up and transport, making them a versatile tool for events. The design should be eye-catching and align with the overall branding strategy.
Use in Events: Highlights key aspects of your products or services and captures the attention of passersby, you can also display activities in your booth like raffles, prizes, and games.
Design tip: Make sure all texts are readable at a distance and provide concise messaging to capture attention.
Interactive Ideas
Engaging activities that involve attendees and create memorable experiences. These can include games, screens and displays, raffles and giveaways, or other interactive elements. Interactive ideas should be designed to entertain and engage visitors while promoting the brand.
Use in Events: Interactive elements attract crowds and create memorable experiences, enhancing brand recall. They encourage participation and interaction, making your booth a lively and engaging space. Some of these could include:
- Games
- Screens and Displays
- Raffles and Giveaways
- Other Interactive Elements
Design tip: Ensure the activities are relevant to your brand and easy to participate in.
Promotional Items
Branded items are given away to attendees as a reminder of your brand. Common promotional items include pens, notepads, tote bags, pins, stickers, and tumblers. These items should be practical and visually appealing, ensuring they are used regularly and serve as a constant reminder of your brand.
Use in Events: Promotional items are practical giveaways that keep your brand in mind. They can be used daily by attendees, reinforcing your brand’s presence and creating lasting impressions.
Some of these could include:
- Pens
- Notepad/Notebooks
- Tote Bags
- Pins
- Stickers
- Tumblers
Design tip: Choose high-quality items that attendees will find useful in their daily lives.
For Designers: Design Best Practices for Event Collaterals
Cohesive Branding
- Maintain brand identity across all event materials, including logos, colors, and typography. This consistency builds recognition and trust with your audience.
- Use your brand’s voice and tone in all written content to maintain a unified message across all materials.
Creativity and Attention-Grabbing Design
- Incorporate bold and innovative design elements that capture attention, such as unique shapes, textures, and interactive features.
- Use compelling visuals and headlines to draw in your audience. Consider using motion graphics or augmented reality elements for a modern touch.
Consistent Use of Colors, Fonts, and Logos
- Develop a style guide that outlines the specific colors, fonts, and logo placements to be used across all event materials. This ensures everyone on the team adheres to the same standards.
- Consistency in design elements helps create a cohesive look and feel, making your brand instantly recognizable.
High-Quality Images and Graphics
- Invest in high-resolution images and professional photography to enhance the quality of your materials. Avoid using stock photos that are overused or generic.
- Utilize vector graphics for logos and icons to ensure they remain sharp and clear at any size.
Clear and Concise Messaging
- Prioritize clarity in your messaging. Use bullet points, short sentences, and headings to make information easy to digest.
- Highlight key information and calls-to-action with contrasting colors or bold fonts to ensure they stand out.
Print and Digital Compatibility
- Design with both print and digital platforms in mind. Ensure materials look great whether they are printed on paper or viewed on a screen.
- Pay attention to resolution, color profiles (CMYK for print, RGB for digital), and file formats to ensure high-quality output in all mediums.
Interactive and Engaging Elements
- Incorporate interactive features
- Add QR codes or NFC tags to printed materials to link attendees to digital content, such as event schedules, speaker bios, or promotional videos.
- Use augmented reality (AR) or virtual reality (VR) to create immersive experiences that engage attendees in new and exciting ways.
For Marketers: The Secrets to Creating Event Collateral That Converts
Investing in event collateral is a significant expense aimed at enhancing brand awareness and exposure. To ensure the success of this investment, good event marketing assets should possess several key characteristics:
Tangible Presence
- Event collateral serves as a tangible embodiment of your brand, existing in both physical and digital realms. This includes a diverse array of materials such as brochures, flyers, fact sheets, catalogs, branding guides, infographics, and presentations. Each piece acts as a lasting reminder of your brand’s presence, leaving a memorable impression on attendees long after the event concludes.
Educative and Informative
- The most effective collateral doesn’t just present information; it educates and informs your audience. By clearly articulating your products or services, highlighting their benefits, and showcasing your brand values, your collateral should persuade prospects to engage with your offerings. Engaging content that is clear and concise is essential to capturing the attention and interest of your audience.
Sales Support
- Event collateral is an invaluable asset for your sales teams, providing them with persuasive materials to leave behind after meetings and pitches. These resources arm your sales force with the information needed to conduct more impactful discussions. High-quality collateral aids the sales process by delivering crucial insights and compelling arguments that facilitate conversions.
Brand Identity
- Maintaining a cohesive brand identity across your event collateral is vital. The design elements—fonts, colors, logos, and overall aesthetics—must align with your brand image to reinforce recognition and trust. Consistency in branding elevates your presence and ensures that your brand is both credible and memorable to event attendees.
Strategic Implementation
- The power of event marketing assets is unlocked through strategic implementation. This requires a deep understanding of your goals, target personas, and distribution strategies. While creative designs and catchy copy are important, they must be underpinned by a strategic framework that aligns with your broader marketing objectives, ensuring every piece serves a purpose.
Integrated Marketing
- Your event collateral should be seamlessly integrated into a comprehensive marketing strategy. This involves leveraging it alongside digital marketing, public relations, and other promotional activities to generate leads and drive conversions across multiple channels. A well-integrated approach guarantees that all marketing efforts are harmonized, working in concert to achieve overarching business goals.
Conclusion
Well-designed event assets are crucial for making a successful impression at business events. They enhance brand awareness, engage attendees, and support the sales process. Investing in high-quality collaterals and following design best practices ensures that your event participation yields the desired results.
At Design Force, we specialize in providing on-demand design solutions to help businesses stand out and have a more efficient creative team to support all marketing efforts.
As the design production arm of many businesses including TikTok, HubSpot, Delta Airlines, and my small to mid-size businesses, we offer a wide range of services, including event collateral design, web landing page creation, and ongoing design needs. Our team of experienced designers is dedicated to delivering creative solutions that drive results.
Our success with event collateral design
We are proud to have won the Event Print Design Award from Design Rush in 2024.
TikTok’s #ForYou Event
Joining forces with TikTok Canada, we pumped up the excitement for the #ForYou event in Toronto. Our team designed a wide range of digital and print assets including dynamic video animations, posters, backdrops, cards, coasters, event IDs, bracelets, merchandise, and tickets. This awesome collaboration showcased our passion for delivering exceptional design solutions for unforgettable events.
- 25+ Print Materials
- 65+ Digital static and animated materials created
Our work on the TikTok #ForYou event earned us the Event Print Design Award from Design Rush in 2024. This recognition is a testament to our dedication to delivering top-notch design solutions that exceed client expectations.
Ready to elevate your presence with collaterals that engage and propel your success? Learn how we can help you succeed at your next event and with all your creative marketing materials. Visit our portfolio to see more examples of our work and contact us to discuss your project.
