What’s your Sign?

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When was the last time you noticed a sign — really looked at it and actually read it? At many events, signs and banners used for informational, directional and advertising messages are often limited in number and usefulness. However, with the evolution of signs and graphics, they’re not only more colorful and attractive but easier to incorporate into your event.

This is good news for event planners. A well-planned, well-designed and well-coordinated sign and graphics program complementing an event’s theme can maximize attention, boost attendance and facilitate event day management.

The Value of Signs

Successful events help a company or group meet a specific marketing objective — e.g., increasing awareness, building goodwill, introducing a new product or simply entertaining. Signs, accordingly, should be used to inform about and promote the event, reinforce the purpose or message of the event, explain how and where to participate, protect attendees, and direct them in and around the event.

In the past, using high-quality graphics for signage, exhibits and displays was only within the budget of large companies. As cutting-edge technology continues to become more affordable and new products or styles of existing products are introduced, however, the quality and range of display options available have improved.

Keep in mind that it’s not always about finding the latest and greatest invention, but taking something tried and true and infusing it with new ideas.

Where Do I Start?

When you know the right questions to ask, a sign professional will be able to help you get the most value for your investment. Consider these basic questions when you first start planning your signage needs:

• How long will the signs be used?

• What image do you want to project (is it a festive affair or elegant and formal)?

• What is the viewing distance for each sign?

• How much time does a viewer have to read each sign?

• What is the viewing environment — is the room dark or is it outside?

• What kind of mounting device will be needed for the sign — will it be mounted to a wall, hung from the ceiling or placed on an easel?

• Are there local sign ordinances or restrictions that would prevent you from displaying certain types of signs?

• Will the facility allow you to hang signs on its property?

• If you are planning to include logos of other companies, do you have written releases from them?

• When do you need the signs?

• What is your budget?

Putting Signs into Action

Banners, posters, presentation graphics and individual sponsor signs help promote an event. On the day of the event, signs can play an important role in managing crowds. Tote boards; concessions signs; directional maps; volunteer schedules; menu boards; tent identification signs; rest room; parking and safety signs; and signs that identify participant check-in, entrances and exits all can be helpful and create the desired image for the event.

For a large public event like a sporting event or a festival, consider large, full-color banners, road signs with stakes, window posters or vehicle graphics to attract the public. For a private event such as a gala, consider using directional signage for guests and informational signs such as event activities, event hours or featured guests.

For smaller events such as a new business grand opening, museum exhibit or art gala, hanging vertical banners with photographic images are ideal to attract public interest.

If you’re in a competitive environment such as a trade show, use signs and graphics to tell what you do and how it can benefit prospective customers. An effective exhibit with vivid large-format digital graphics can help your products come alive.

For post-event signs, consider exiting directions and goodwill signs such as banners thanking guests for coming, requesting that no alcohol be removed, asking that they drive safely, or where/when the event is happening next year.

The signs you use at an event represent you or your client. With the right planning and expert advice, they can be a powerful promotional and management tool that will help build the businesses they represent.

About the author: Drue Townsend

Guest columnist Drue Townsend is the senior vice president of marketing for Fastsigns International Inc. (fastsigns.com).

Contact: drue.townsend@fastsigns.com