What do banners, brochures, branded merchandise, leaflets, giveaways, pens and business cards have in common? They’re not just marketing materials – they are powerful, and simple tools that shape how people remember your business.
Think back to the last event you attended. Remember the custom lanyards or tote bags? These aren’t just accessories, they create emotional connections and turn delegates into walking advertisements for your business.
As events evolve, so does the marketing collateral that stands out, and right now, there are a few exciting trends you’ll want to take note of.
Spotlight on Lightboxes – Standing Out Has Never Been So… Bright
We’re seeing lightboxes popping up at more and more events – and for good reason. These illuminated displays are absolute showstoppers. Whether part of your backdrop with a podium, or used as a freestanding element, lightboxes naturally draw the eye and command attention in busy exhibition spaces.
If your goal is to create a high-impact presence, this is one piece of marketing kit you shouldn’t overlook.
Get Seasonal & Get Quirky – Giveaways That Hit the Mark
Seasonal items are particularly impactful and show that you have given your giveaways some thought – think picnic blankets in summer, umbrellas for spring showers, or even Easter eggs and advent calendars timed perfectly for that added festive cheer.
But don’t be afraid to get a bit quirky. A memorable, out-of-the-box item can be just the thing to drive footfall to your stand. Want delegates to choose your booth over others? Give them something they haven’t seen before. (We’re looking at you, Krissi Fletcher from France + Associates!) 😉
Good Merchandise Goes a Long Way – Literally!
Never underestimate the staying power of a well-designed piece of merchandise. Last week, our Managing Director, Natalie Rodgers, was in Warwick celebrating her daughter Alexandra’s 2:1 degree in Neuroscience (huge congratulations!). While having dinner at the hotel the night before, she was served by a waitress, who just so happened to be using none other than a Scala pen – you can’t write this stuff (pardon the pun!) She even commented on how lovely they write, and how handy the highlighter is, proof that great merch not only travels but gets used and appreciated long after the event is over.
Practical Tips to Keep Your Event Planning Stress-Free
Here are a few key reminders to help your event run smoothly – and ensure your brand is always looking its best:
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Plan Ahead: Always review and reorder your merchandise well in advance of events and conferences to avoid running low on the day.
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Use a Courier Service: Consider hiring a courier company to transport, set up, take down, and return your event stands and merchandise. It’s one less thing to worry about – and a huge time-saver. (Need a recommendation? We’re happy to point you in the direction of a few trusted suppliers!)
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Rebrand = Refresh: If your business is undergoing a rebrand or visual refresh, don’t forget to update all your collateral accordingly – from banners and displays to giveaways and business cards.
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Choose Quality Over Quantity:
When it comes to giveaways and branded materials, quality speaks volumes. Well-made, thoughtful items are far more likely to be used, remembered, and appreciated – long after the event is over. Whether it’s a sturdy tote bag, a smooth-writing pen, or a durable drinks bottle, invest in items that reflect the quality of your brand. Cheap or flimsy giveaways often end up in the bin – taking your brand with them.
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Have Backup:
Always bring spares to events – extra pens, Sellotape, charging cables, extension leads, business cards, lead forms, USB sticks, courier labels – anything you might need.
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Prep Your Team:
Make sure everyone working your stand is fully briefed and confident. They should understand your goals for the event, your key messages, how to speak about your products or services, and how to capture and handle leads or enquiries. Enthusiastic, knowledgeable team members can be the difference between a flat interaction and a meaningful connection.
It’s also worth identifying key people or organisations you want to speak to ahead of time – whether that's potential clients, collaborators, or suppliers. If you know who’ll be attending, reach out in advance or keep a lookout on the day. A targeted approach can make your time at the event even more valuable.
Let’s Make Your Brand Unmissable
At Scala, we do more than design marketing materials, we help your brand standout and leaving a lasting impression. From show-stopping lightboxes to quirky, conversation-starting giveaways and everything in between, we take the time to understand your brand, audience, and goals.
Ready to stand out at your next event? Get in touch and let us help you create collateral that connects, engages, and delivers.
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