In the bustling arena of event planning, the devil is often in the details when it comes to print marketing. A seemingly small oversight can snowball into a costly mistake, turning potential success into a cautionary tale.
As an event host or event planner, your goal is no doubt to avoid these oversights and put on events that succeed — and potentially profit — year after year. At Integra, we've been helping professionals like you do just that for nearly two decades, and we're ready to do the same for you.
To start, we wanted to provide in-depth details on some of the most common mistakes we've seen made in your space. This article highlights seven common pitfalls in print marketing and provides actionable strategies to navigate around them.
Once you've read through these mistakes and found your perfect solution for each one, your event is sure have your community, peers and maybe even your boss talking for months to come — and talking in a good way!
Event Marketing Printing Mistake #1: Lack of Lead Time for Your Printer(s)
Your relationship with your printer is pivotal, and giving them ample time to work on your project is essential.
The Issue: When printers are rushed, costs escalate. The necessity for speed can lead to higher delivery fees, rush charges and sometimes even compromises on quality. Printers, like all professionals, have peak periods where their schedules are packed, and finding a slot for your urgent job might be difficult — if not impossible.
The Alternative: Establish a timeline that allows for a comfortable printing lead time. Ideally, you'll be able to give your print partners a window of 7–10 weeks. This foresight not only ensures a spot in the printer's schedule but also allows for a thorough review and revision process, ensuring the final product meets your standards.
In most cases, especially for regularly scheduled events, you should be able to contact your printer within the ideal timeframe. That said, life happens, and sometimes we can't always give our printers the optimal window for project completion. If you're facing a time crunch, find a printer who might be able to put a rush on your prints and promos to make sure they arrive for the big day.
If you'd like a point of reference on common timelines, you're welcome to use our turnaround calculator below to see how long your project might take with Integra. Remember, our timelines may vary from others, so you should only expect this tool to give you a starting point.
Event Marketing Printing Mistake #2: Leaving Yourself at the Mercy of Last-Minute Changes
Indecision can be costly in the world of event planning. Sponsors and keynote speakers are crucial, but their late confirmations shouldn't bottleneck your entire print marketing process.
The Issue: Last-minute changes without a built-in plan for them can lead to a cascading effect of stress, errors and inflated costs. Without the buffer time for proofs and samples, you risk the quality of your printed materials and potentially their effectiveness.
The Alternative: Adopt a modular approach to your print materials. Go ahead with printing what is confirmed, and leave placeholders for uncertain details. For example, if some of your keynote speakers are unconfirmed but likely to show up, plan to print single-page inserts once they do confirm. This method allows for flexibility. You can make sure the bulk of your materials are ready and waiting, then add to them as needed.
Event Marketing Printing Mistake #3: Failing to Map out Your Event With Directional Signage and/or Handouts
Navigational ease is often undervalued, yet it’s crucial for the event experience.
The Issue: A lack of directional signage or readily available floor maps and vendor lists can lead to confusion, which reflects poorly on the event and its sponsors. In the worst-case scenario, it can cause frustration, leading to a negative overall experience for attendees. They may miss important parts of the trade show or leave altogether because they feel overwhelmed.
The Alternative: Prioritize the creation and placement of clear, branded signage and documents. By ensuring that your event space is navigable, you'll reinforce a positive image of the event and its organizers. Furthermore, your signage, event schedules and floor maps can act as an additional opportunity to highlight your sponsors and enhance brand visibility.
Event Marketing Printing Mistake #4: Pre-Event Messaging Neglect
The buzz generated before an event is a significant driver of its success.
The Issue: Failing to market your event adequately beforehand can lead to poor attendance and a lackluster event atmosphere. The repercussions of this mistake can be far-reaching, including potential embarrassment and negative financial implications for the organizing company.
The Alternative: Design a comprehensive pre-event marketing strategy that utilizes multiple channels to build anticipation and awareness. From digital ads to social media campaigns and direct mail, each platform serves as a touchpoint to engage potential attendees and sponsors. The key is to start this process well in advance of the event to maximize reach and impact.
Event Marketing Printing Mistake #5: Direct Delivery to the Venue on the Same Day as the Event
The logistics of getting your print materials to the venue are as crucial as the materials themselves.
The Issue: Arranging for delivery on the day can lead to a logistical nightmare. Not only does this last-minute step introduce the risk of delays, but it also often comes with premium charges for expedited services. Many delivery businesses will charge extra for the time their drivers have to wait in the lot to get close enough for drop-off, so if they're late, their battle with the crowds could cost you.
The Alternative: Engage with a logistics partner who specializes in event planning. They can store your materials and ensure they're delivered in a timely and cost-effective manner. This approach not only saves money but can also give you peace of mind.
Event Marketing Printing Mistake #6: Faraway Print Operations
Geography plays a critical role in the logistics of print marketing.
The Issue: Printing materials at or near your headquarters for an event in another state or even another country introduces variables that can jeopardize the timely delivery of your materials. The added distance can translate into higher shipping costs and longer delivery times.
The Alternative: Leverage local vendors near your event location. This strategy will not only support local businesses but also significantly reduce the risk of late deliveries. Moreover, local vendors can be more responsive to last-minute changes or emergencies. You'll also be choosing a more eco-friendly approach to your event planning, which sits well with lots of sponsors and audiences these days.
Event Marketing Printing Mistake #7: Too Many Printers at the Press
A harmonious print marketing process requires streamlined coordination, and sometimes, extra hands is not the way to go.
The Issue: Juggling multiple printers can be a recipe for confusion and inconsistency. Each additional vendor can introduce new risks of miscommunication and errors, which may result in missing, crucial elements for your event.
The Alternative: Consider consolidating your printing needs under one umbrella with a print broker, who can manage all elements of your printed pieces, promotional products and signage with just one contact person on your end. Print brokers offer established vendor relationships, expertise and the ability to troubleshoot preemptively. This single point of contact can simplify your coordination efforts and be a lifesaver when time is of the essence.
Get Trade Show Materials Without Any of the Mistakes
In event planning and execution, many factors left unaddressed can lead to common print marketing mistakes. When you're tasked with getting people interested in your event, properly displaying your sponsors, making sure everyone has a productive time and keeping your own brand front and center, it can feel like too much to juggle.
You have a lot on your plate, but now that you know these potential mistakes and the alternatives that will better serve your operations, you can move forward without the added stress. Implement these solutions, and instead of focusing on what could go wrong, you can do your best work and get excited about what will go right.
If you liked our last tip and want to learn more, you may want to check out our article on how a print broker can help you cut costs in your event materials. And if you're interested in our services as a print broker, or just want more advice about your project and how to make it go off without a hitch, click below to get paired with an Integra print and promotional expert who can simplify the process and ensure a positive result time after time.
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