Sustainability continues to be a hot-button topic on the lips of every event planner. And while many sustainability trends and tips are helpful, a common directive has been to eliminate print elements from your event altogether and focus solely on digital touchpoints.
Those of us passionate about the event experience know that print touchpoints and onsite branding can make all the difference in attendee engagement and the overall success of the event. Thus, an all-digital campaign can fall flat. As you’re planning your next event, keep in mind that it’s not about eliminating all print but about being intentional and impactful in how you use it.
How to be sustainable without sacrificing the event experience
Physical Touchpoints Amplify Your Message
Digital fatigue is a real issue. Think about your inbox and hundreds or thousands of emails you skim over each day. You’ve got to cut through that digital clutter to make sure you’re reaching your audience! Communication campaigns are found to be nearly 400% more effective when combining both digital and print messaging.
Taking a multi-channel approach early in your campaign and sending physical touchpoints like event promotion postcards leading up to the event or custom guides to help prepare for travel directly to attendees’ homes can help further your message’s effectiveness, build anticipation and better prepare attendees for the event.
The Onsite Experience is Your Brand’s Time to Shine
Your live event helps connect your brand with your audience in ways that email or virtual events cannot. Event branding is important to set the scene and give your attendees a sense of place. Attendees want to interact with each other and feel like they are immersed in the event. Whether it’s environmental branding that furthers your event message or directional signage pointing attendees in the right direction, print branding can make a lasting impression.
Making Your Event Greener
If sustainability is an important initiative for your event, there are plenty of print material options that help keep your environmental impact low. Forest Stewardship Council (FSC) certified paper is a popular option. In order to receive this certification, paper must meet a strict set of standards from the FSC and are sourced in an environmentally-friendly, socially responsible and economically viable manner. Single-use signage can be made sustainable by using recyclable materials like falconboard instead of PVC materials like foamcore.
Print can be a powerful tool in your event playbook to increase attendee engagement and improve the overall event experience. If you’re looking to make sustainability a top priority in your event, you have options—eliminating all print should not be one of them.
Originally published Nov 28, 2022 4:51:14 PM
Last updated on Dec 21, 2022 2:38:20 PM
