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The Event Prep Playbook Series: How to Plan for Flawless Execution
Going Green in Event Marketing: Leading by Example
The AGC Georgia Skills Challenge is not only a builder of construction skills—it's a change agent to a more sustainable future. From recycling recycled job site material to reserving spaces with environmental programs, even the smallest detail is choreographed in accordance with sustainability.
Events, on average, produce 389 lbs of CO2 emissions daily—but by incorporating green strategies, waste can be minimized by 60-80% and save costs by up to 20%. Small measures, such as digital signage, modular design, and sustainable procurement, can significantly contribute.
5 Ways to 'Green' Your Event:
- Redesign your event idea with sustainability at the forefront
- Move to digital signage to minimize paper waste
- Use recyclable and green materials
- Use reusable modular designs
- Invest in sustainability education for your team
As Nirjary M. Desai states, "Social responsibility has moved from being an add-on to becoming central to event marketing."
Read the full article: https://almadenglobal.com/2025/02/showing-green/
Conference Marketing 101: It’s Time to Close the Deal
[This third in a series of articles on the art of event marketing is a guide that focuses on all the main event. Reference post #1 post, Failing to Plan is Planning to Fail, to discover proactive tactics to complete first, followed by #2: It’s Showtime, to grab quick lessons on game-time decisions at the event.]
Don’t Stop Now
You’ve planned for the conference. You’ve attended the conference, and you hit it out of the park. The booth garnered oohs and ahhs. Attendees came from far and wide to learn more about the brand with the coolest setup on the floor. It would be easy at this stage to deem the event a success and call it a day.
Not so fast. A successful event program depends on post-event activities as much as it does on the event itself. As you wind down one event, you’re already preparing for the next by reflecting on how the event unfolded. What worked? What didn’t? Did we meet our goals? Can we do better?
Check out our all-in-one Conference Marketing 101 [LINK TO LEAD MAGNET] guide covering the ins and outs of a successful event, from the planning stage, through the event itself, and post-event follow-up. Download it to your phone for easy access throughout the conference season. Think of it as your personal booth boss assistant!
But first, take a look at these post-event tips to ensure you maximize your team’s performance at the event and apply lessons learned to the next big event on your calendar.
1. Logistics
- Shipping: Know the shipping requirements inside and out. Collect and organize all event materials and equipment. Package it up and ship it out. Even though you can’t do this until the event is over, simply knowing what to do is half the battle. There’s nothing worse than trying to print a return label from the event floor as the cleaning crew sweeps around you, ready to turn out the lights and lock up.
- Finances: Within a day or two, process and reconcile final event expenses. Have you paid your vendors? Settle those invoices. Have you paid yourself? Collect and file all receipts and financial documentation for reimbursement or if you used a company credit card, for recordkeeping requirements.
2. Lead Management
- Lead Capture: If your lead capture tools are integrated with your CRM, that’s great!. Most of your lead management is automatic. However, it’s always important to periodically review the hygiene of your CRM data. Robots make mistakes too. (But let’s be honest, it’s usually user error.) If you don’t have an integrated tool, you can still manually qualify leads and ensure they are placed in the correct nurture streams. It’s a bit more labor, but think of it as “bespoke craft lead management.”
- Qualify the Leads: Again, if your lead capture strategy syncs with your CRM you can configure it to indicate that all leads derived from a conference are MQLs by default, for example. If a team member feels that based on engagement the lead should have a different qualification, she can override the default manually. Of course, check with your CRM tool for the details. If you’re using a self-service lead capture app, include questions in the signup form that help your SDRs learn as much as possible as they bridge the leads from marketing to sales.
- Nurture Those Infant Leads: As your leads are synced with your CRM they will automatically be directed into a nurture flow based on their lead score. You’ll want to create an event-specific nurture stream that branches into the default stream after a fixed period. Calling back to the shared event experience encourages the prospect to engage. It reminds the lead of your brand and fond memories of free candy and branded totes. But seriously, they love the totes. Who doesn’t? (Also see 3 and 4 below.)
3. Personalize Your Follow-Up
- First, Be Prompt: Reach out to leads within 48-72 hours while your interaction is still fresh in their minds. Don’t let your brand fade into the background with the hundreds of others vying for attention.
- Then, Segment Your Audience: Group attendees based on their interactions, interests, or engagement during the event, or in other words, their lead score, but also include classifications like, VIP attendees, session attendees, or engaged super fan. You’ll want to create personalized follow up for each of your priority segments.
- Finally, Personalize Those Emails: Send tailored emails to your VIPs referencing specific conversations or details from the event. Show them just how unforgettably special they are! Flattery will get you everywhere.
4. You Can’t Do Marketing Without Content
- Content is central to all of your post-event follow-up. When you reach out to conference attendees you want the communication to be engaging, complete with punchy recaps, testimonials, amazing video clips, and great photos. The following are only a few ways to use content to engage with prospects after the event:
- Create a highlight video or photo montage for your website, emails, and social.
- Publish a blog post with an event recap. Include pics!
- Turn a customer interview into a case study to add to your content library.
- Document customer testimonial quotes you elicited at the event and reach out for permission to use them publicly.
- Send personalized thank-you emails (or even elegant IRL thank-you notes) to VIP attendees and key accounts.
- Use images you capture from the event for retargeting campaigns aimed at event attendees.
5. Reporting and Analysis
- Team Debrief: First, Conduct a comprehensive event debrief with your internal team. Compile event-specific engagement metrics. Gather all of your data to prepare to create a final post-mortem presentation.
- Assess KPIs: Compare actual results against initial objectives, including booth traffic, engagement, social media engagement, and lead generation
- Did You Learn Anything? Identify strengths and areas for improvement and create a lessons-learned document to inform strategic planning for following conference attendance.
- Was it All Worth It? Conduct an ROI analysis. You can’t calculate ROI down to the penny, but you can forecast the revenue the company generates per 100 leads based on average historical performance, for example, and divide the number by the original cost outlay. There may other outcomes deemed valuable like brand awareness and relationship building that are unquantifiable but still need to be considered.
- The Post-Mortem: Using the metrics and analysis above, generate a comprehensive event performance report and presentation for the leadership team. Elaborate on what worked well and what didn’t, and present your recommendations based on your data. Be positive, but be realistic. Don’t sugar coat the areas you and your team didn’t meet goals. And present challenges as opportunities to improve on.
And Do It All Over Again
Was it Socrates who said, “An unexamined life is not worth living”? Wow. A little intense, huh? Sounds like Socrates could’ve laid off the wine. But the sentiment can be applied to event marketing. Without tracking critical metrics and analyzing the outcomes of your efforts you won’t have the information available to make the next event even more successful.
Parting tip: After your impressive presentation to leadership, reconvene your small team to begin strategic planning while the event is still fresh on your mind. Begin to brainstorm about implementing some of your recommendations and the feedback from the larger team. Explore new tools (lead capture, CRMs, etc.), compare notes with the rest of your team. Identify each team members’ favorite booth and the most innovative swag. Plug all the insights into your planning doc and know that you’re ready to rock for the next event. And lastly, finally …. It’s time to celebrate.
The Event Prep Playbook Series: How to Plan for Flawless Execution
Event Type: Webinar
Event Date: 02/25/2025
Location: Zoom
Learn to be an Expert Event Planner!
Join our Event Prep Playbook Series, where industry experts share their secrets for crafting the perfect event. In our upcoming session, we will feature Linor Vaknin, Omada Health's Field Marketing Manager.
In this session, we’ll cover:
- The key factors for event planning success—when to start and how to prepare
- Common challenges and how to pivot when things don’t go as planned
- How to measure event impact and ensure long-term ROI
- The role of branded experiences in event marketing success
Date: Tue, Feb 25
Time: 10 AM PT // 1 PM ET
Increase ROI at Events
Master your next event by downloading our 2025 Event Planning Cheat Sheet! You'll learn:
- Pre-Show Strategies
- Post-Show Strategies
- A checklist of processes, tasks, and items to review as you plan
Grab yours here: https://info.almadenglobal.com/event-planning-cheat-sheet
Holiday Merch Magic: What’s Trending for 2024?
‘Tis the season! Well, not quite, but for event and brand marketers, the time to think about holiday merch is upon us.
I am delighted to share our 2024 Holiday Lookbook to inspire and guide you in choosing the top trending swag and promo items to dazzle your customers, prospects, and employees.
How We Identified Top Trends: Our Methodology
My team reviewed hundreds of recent orders from top brands, particularly in our specialty industries: cybersecurity, entertainment, healthcare, tech, and wineries. We collected and featured the most popular items, plus a few hand-selected favorites we’re seeing this year that we’re super excited to share. While any promo items may be customized or expanded, these are the favorites we’re seeing companies use to activate their brands for the 2024 holiday season.
Holiday Branded Merch Ideas and Inspo
Leverage the 2024 Holiday Lookbook as a visual and conceptual guide to spark ideas and deliver tangible solutions to fulfill your merch and promo needs.
DRINKWARE
When it’s cold outside, everyone loves to cozy up with a warm beverage, but we’re often on the go, especially around the holidays.
This year’s colorful Hibear All-Day Adventure Flasks are just the thing for winter-time adventurers. Nicknamed the “Swiss Army Knife of insulated bottles,” these flasks can craft cocktails and coffee and ensure your drink stays warm all day, whether shopping, hiking, or building snow people.
And then there’s the Asobu Bestie and Orbit Bottles – we recommend grabbing custom reindeer, Santa, or snowman caps!
Inspo to leverage drinkware:
- Customize it. Adding your company logo always works, but consider going a step further with images, quotes, or company values. Personalize the bottle tops with your mascot.
- Gift it. Custom drinkware is an easy and timeless employee or customer gift. Bonus: these on-the-go merch items provide an excellent brand awareness lift.
- Create a branded Hydration Station. Invite your event attendees to refill their bottles, promoting both your brand and sustainability.
Pro Drinkware Tips: Exemplify your company’s commitment to sustainability by gifting drinkware as stylish and durable reusable water bottles.
SUSTAINABLE MERCH
Sustainability is a core value for many organizations and their teams. Showing up with sustainable promo gifting ideas demonstrates thoughtfulness and builds trust. Seed Bombs are a great idea because they support the experience of planting and delighting in growth.
Inspo to leverage Sustainable Merch:
- Write custom messages. Consider coupling your seeds with messages about business growth, blossoming, and thriving.
- Align your brand. What kind of seeds resonate with your brand? Think colors, flowers, and vegetables. Always customize where you can.
FOOD AND TREATS
It’s hard to think about holiday gifting without considering chocolate, candy, and other goodies. This year, consider Stonewall Kitchen Holiday Breakfast Kit Set – a great idea as a parting post-holiday party gift.
Inspo to leverage Food and Treats:
- Send office gift bags. Send your top customers branded chocolate and candy canes. These are always ideal for offices and treats at home.
- Activate account-based marketing. Or, better yet, send your top prospects some holiday sweets to find your way into their hearts.
- Remember leadership teams and board members. They’re working hard, and a little appreciation goes a long way.
BLANKETS
The cozier the better!
Inspo to leverage Blankets:
- Give event welcome gifts. Why are these event venues always freezing? Encourage your guests to stay warm and flash your logo around town.
- Encourage wellness & relaxation. Support your team, customers, and prospects by suggesting they get some well-deserved rest over the holidays.
TECHNOLOGY
You can’t go wrong with the gift of music. Tune out the holiday stress and turn up the fun. Check out our recommended fashion-forward Cleer Enduro 100 BT Headphones, bluetooth speakers, and more.
Inpso to leverage Technology:
- Build VIP kits. Tech swag can be featured in VIP kits, used as prizes for contests, or offered as exclusive gifts for early event registrants.
- Send customer appreciation packages. Ensure that MRR keeps rolling in by showing some extra love during the holidays to your hard-working customer points-of-contact and their teams.
Pro tips for Technology: This is not an area to cut corners. If tech items are cheap, everyone will know it. If you need to stay on a tight budget, opt for charging cables, webcam covers, or small accessories. If you can spend more, use tech swag in VIP kits or as highly public contest prizes. Ensure the technology used is certified and up to standard.
BAGS & TOTES
Get these mobile brand billboards out and about at your next event and beyond. Bags and totes are practical and necessary for event attendees, travelers, and holiday shoppers.
Inspo to leverage Bags & Totes:
- Host a Holiday Scavenger Hunt. Have fun at the office or at your next event, encouraging guests to find and store items in their swanky new branded bag.
- Give at event registration. Distribute swag bags at registration filled with fun and useful event materials.
- Onboard new employees. Share office supplies, paperwork, and swag in a new highly functional and branded bag.
Pro tips for Bags & Totes: Ensure the bag’s design is eye-catching and prominently shares your company brand.
FASHION & APPAREL
Stay warm this holiday season with brands like Eddie Bauer and Outdoor Research. Deliver lasting value (and brand awareness) with clothing options.
Inspo to leverage Fashion & Apparel:
- Gift it. Give apparel away to top employee performers or to your entire team for appreciation of a successful year.
- Sell it. If you choose smart brands, employees and the general public just may be interested in purchasing your unique apparel.You can sell swag through your own custom company store.
Pro tips for Fashion & Apparel: If you’re handing out apparel as a giveaway item, opt for rolling it up for easier transport and then applying size labels. It’s a minimal added cost for much easier distribution and higher perceived value.
HEALTH & WELLNESS
From sound machines and candles to cozy comforts and yoga kits, there are plenty of opportunities to promote health and wellness to all of your brand supporters.
Inspo to leverage Health & Wellness:
- Support work-life balance. Give your employees ways to treat and pamper themselves around the holidays.
- Thank your customers and prospects. Say thanks with a wellness gift to recent webinar or event attendees.
- Provide an incentive. Encourage customers to provide you with a testimonial in exchange for a well-deserved pampering sesh.
KITS, PACKAGING, MERCH BOXES
Bundle up all of the branded items mentioned above in a custom box with your logo, brand colors, and messaging. Have fun with the shape and texture of the box – use what’s best for your brand. You can have extra fun around the holidays by including gifts from Santa.
Inspo to leverage Kits, Packaging, and Merch Boxes:
- Create welcome gift packages. Set the tone for new employees or your event by making everyone feel appreciated the moment they arrive.
- Build VIP (or Account-Based Marketing) gift packages. Include premium wellness, technology, or apparel merch. Send to your top 10 to 100 account targets.
- Send packages to event attendees. Get ahead of your competition by sending personalized merch boxes to solidify appointments.
Pro tips for Branded Kits: Include a personalized note. No matter the occasion (or season), a personalized note in a merch box demonstrates extra care and thoughtfulness. You’ve taken care to customize all of the items and packaging, don’t forget the most important part – the person receiving the package.
***
Explore all of these and other items in the 2024 Holiday Lookbook and discover how these products can transform your events, company culture, and brand reputation.
We’d love to hear your favorite picks and how you plan to use them in your next event — share your thoughts with us here and let us know if you have questions.
Meanwhile, happy holidays!
Unwrap Your Ultimate Holiday Gifting Guide!
The holidays are around the corner, and we’ve put together something special just for you! 🎄✨
Looking for unique and personalized gifts to WOW your clients, partners, or employees? Our FREE Holiday Lookbook is packed with creative ideas that make gifting easy and unforgettable! 🎁 From high-end custom options to festive branded merchandise, we’ve got something for everyone.
Ready to elevate your holiday gifting game? Click below to download the lookbook and start planning the perfect gifts today!
Access the lookbook here: https://info.almadenglobal.com/2024-holiday-lookbook
Top Trends in Branded Event Merch for 2024
You want to elevate your event marketing campaigns with fresh, exciting materials that captivate and engage your target audience. You need unique branded merch, box kits, and swag bags to standout. But, where to start?
Enter Almaden’s 2024 Event Lookbook. It may not solve all your problems, but it will strengthen the engagement at your next event!
The State of Event Marketing
Before we dive into the top trends that will help you this year, let’s get some context.
Did you know that 63% of event marketing professionals predict that attendee numbers will return to pre-pandemic levels in the next one to two years. If you’re running events in 2024 and looking ahead to 2025, you’re in the right place.
Perhaps more importantly, 80% of attendees say in-person events are the most trusted way to discover new products and services.
Events empower marketers to connect with people one-on-one. Rarely, do marketers have the opportunity to speak directly with prospects or customers, but at events, they can meet, hand them a gift, and provide them a memorable experience.
Branded Merch that Inspires
It’s a challenge, especially in the B2B world, to know what will resonate with your audience. So, get inspired by these top trends that will help you create a lasting impression with your audience.
Leverage Almaden’s 2024 Event Lookbook as a visual and conceptual guide to spark creativity and provide tangible solutions to enhance your events. For event marketers, lookbooks offer a curated selection of items that can significantly improve event engagement and brand awareness.
1. Branded Kits
Also commonly known as merch boxes, or brand packages are a fantastic way to add that extra flair to your gift. Wrap your branded items in a customized box with your logo and brand colors.
How to leverage Branded Kits at your next event:
- Welcome Gifts – Set the tone for the event by making your event attendees feel appreciated the minute they arrive.
- VIP (or Account-Based Marketing) Gift Packages – These may include premium items like luxury skincare products, gourmet treats, exclusive event access, or limited release merchandise.
- Survival Kits – Give those event essentials like pens, tape, snacks, multi-tools, water bottles, or notebooks.
Pro tips for branded kits: Consider choosing a sustainable item or one partnered with a give back to positively align your brand with meaningful initiatives. Include a personalized note. Distribute your kits at registration or deliver in advance to attendee hotel rooms. Send in advance of the event to ensure attendees visit your booth. Send as a memento after your event to lock in a meeting.
2. Gifts
Corporate gifting is a powerful way to create lasting memories. Thoughtful and well-chosen gifts can leave a lasting impression and enhance the overall event experience.
Gift ideas for your next event:
- Journal with Custom Tip-In Pages: Tip-in a journal with the event agenda, speaker sessions, or site maps so your attendees have crucial event information right at their finger-tips with a helpful place for note-taking during sessions too.
- Portable Chargers and Charging Cables: A very practical gift that ensures attendees stay powered up and connected throughout the entire event.
- Gourmet Food Baskets: Curate local delicacies or gourmet snacks for a super unique and enjoyable gift.
Pro tips for corporate gifts: Use these gifts as parts of welcome kits, as prizes for interactive sessions, or as thank-you tokens for speakers and VIPs. Ensure the gifts align with the event theme and are of high quality to reflect your brand’s standards.
3. Bags & Totes
Not only practical but very popular among event attendees. They serve as mobile billboards, increasing brand visibility at the event and long after it ends. Plus they are a very helpful place to stash all the goodies you collect throughout the event.
Top Bag and Tote Picks
Eco-Friendly Totes: Made from recycled materials like plastic pulled from the ocean or sustainable cork, these are the perfect gift for companies focused on sustainability.
Stylish Backpacks: Functional with lots of pockets and fashionable with eye-catching colors, zippers, and designs that are ideal for attendees always on the go.
Hip Packs: Great for carrying all your event essentials while keeping your hands totally free.
How to leverage Bags & Totes at your next event:
- Distribute swag bags at registration filled with event materials.
- Use in a scavenger hunt to encourage engagement and exploration.
- Give away at your booth.
Pro tips for bags & totes: Ensure the design of the bag is eye-catching and includes your event branding prominently so not only attendees of the event but those who may see them walking around the hotel, city, or site can catch a glimpse of your brand.
4. Desk and Office Swag Items
Practical and stylish office supplies are always a hit. They offer long-term utility and keep your brand top of mind in the professional lives of attendees.
Top desk and office picks:
- Jotter Pads: Perfect for scribbling down important points in sessions.
- Elegant Pens: Quality pens to add a touch of luxury to everyday tasks.
- Desk Organizers: Attendees keep their workspace tidy and efficient.
How to leverage Desk and Office Swag items at your next event:
- Incorporate into welcome kits or as part of a corporate gift package.
- Use as prizes for interactive games or recognition awards.
5. Seasonal Swag
Adds a fun and relevant twist to your events. Seasonal swag helps create themed experiences that are playful and engaging.
Top seasonal picks:
- Winter Warmers: Branded scarves, gloves, and beanies for cold-weather events.
- Summer Essentials: Sunglasses, sunscreen, and beach towels for summer picnics and outdoor adventures.
- Holiday Specials: Festive ornaments, candles, and treats for holiday-themed events.
How to leverage Seasonal Swag at your next event:
- Use seasonal swag to create a themed event atmosphere.
- Incorporate in promotional campaigns leading up to the event.
- Gift as retention plays post-event.
6. Drinkware
Branded drinkware is both popular and practical, making it a staple in event giveaways. It offers daily utility and keeps your brand visible.
Top drinkware picks:
- Reusable Water Bottles: Encourage sustainability with stylish and durable bottles.
- Coffee Tumblers: Perfect for morning events or part of a corporate gift.
- Wine Glasses: Elegant and sophisticated, ideal for evening receptions.
How to leverage Drinkware at your next event:
- Use drinkware as part of a welcome kit or as a reward for participating in event activities.
- Consider hosting a branded hydration station where attendees can refill their bottles, promoting both your brand and sustainability.
- Incorporate drinkware or drinkware accessories into morning coffee or post event cocktail hour.
7. Tech Items
In today’s digital age, tech gadgets and accessories are indispensable at events. They add a modern touch and are highly valued by attendees.
Top tech picks:
- Wireless Chargers: Convenient and innovative, keeping devices powered throughout the event.
- Bluetooth Speakers: Great for leisure time or enhancing small group sessions.
- Smart Planners: Integrate tech with traditional planning for an organized and efficient experience.
How to leverage Drinkware at your next event:
- Tech swag can be featured in VIP kits, used as prizes for contests, or offered as exclusive gifts for early registrants.
- Ensure these items are showcased prominently and visibly to highlight their cool factor and utility.
Pro tips for tech items: Don’t cut corners on quality with tech pieces. If you need to stay on a tight-budget, opt for charging cables, webcam covers, or tech accessories. If you’re looking to use it in a VIP kit or contest prize, make sure the technology used is certified and up to standard.
8. Fashion & Apparel
Branded apparel plays a significant role in creating a cohesive and professional event atmosphere. It also provides lasting value as attendees continue to wear the items post-event.
Top fashion and apparel picks:
- T-Shirts: Comfortable and stylish, suitable for booth uniforms or can be handed out as giveaways.
- Branded Hoodies: Cozy and fashionable, perfect for cooler weather or corporate casual events.
- Caps and Hats: Practical and trendy, adding a finishing touch to any event outfit.
How to leverage Fashion & Apparel at your next event:
- Include apparel as part of a staff uniform to create a professional look.
- Use as giveaways to foster a sense of community among attendees.
- Ensure the designs are trendy and comfortable to maximize their appeal and usage.
Pro tips for fashion & apparel: If you’re handing out t-shirts as a giveaway item, opt for rolling shirts then applying a size label or polybagging the pieces individually. It’s a minimal added cost for a much easier distribution and higher perceived value.
9. The Great Outdoors
With the growing popularity of outdoor events, having the right gear is key. Outdoor products enhance the experience and ensure attendees are comfortable and prepared.
Top outdoor picks:
- Portable Chairs: Lightweight and durable, perfect for outdoor seating.
- Blankets: Cozy and practical, ideal for picnics or evening events.
- Sunscreen Kits: Essential for sunny events, promoting both safety and brand visibility.
How to leverage Outdoor Merch at your next event:
- Distribute outdoor items at the start of the event to ensure attendees are equipped for comfort.
- Use these products to enhance the outdoor experience, whether it’s a concert, picnic, or sporting event.
Pro tips for outdoor merch: When giving out skincare products, ensure the item follows all FDA, CDC, AAD standards. You want to align your brand with top-notch quality.
Explore these and other items for yourself in Almaden’s 2024 Event Lookbook and discover how these products can transform your events.
We’d love to hear your favorite picks and how you plan to use them in your next event — share your thoughts with us here and let us know if you have questions.
Meanwhile, happy event planning!
Fun fact: Almaden is green certified by California Green Business Network in Sonoma and Santa Clara Counties.
Integrate Magazine: Planning and Executing Industry-Wide Events
Enjoy the latest issue of Integrate Magazine. A magazine for marketers planning successful programs and events, brought to you by ALMADEN. Click here to read and subscribe.
Beyond the Booth
BEST PRACTICES FOR EVENT BRANDING AND PLANNING
In her highly acclaimed bestselling book, “The Art of Gathering,” Priya Parker argues that while the gatherings in our lives tend to be lackluster and unproductive, they don’t have to be. Widely known as the voice of what it means to gather in this world today, Parker and her book have become mandatory reading for business professionals seeking to excel in making meaningful, memorable engagement.
One of Julie Lewis’ favorite quotes in the book reads, “Ninety percent of what makes a gathering successful is put in place beforehand.” It is a quote the U.S. Tradeshow and Events Manager for CooperVision revisits often. “This is the iceberg of the event world—90 percent of the work has happened, so you see the majestic 10 percent above the surface. That 90 percent has to happen. The other 10 percent has to be flawless, and look effortless and elegant.”
Collaborate, get insight and guidance, and do your research. Find out what other successful companies are doing in event branding.
Ray Sheehan / Owner, Old City Media
In her years of managing trade show floors and sponsorship opportunities with large scale events associated with the optometry brand leader, the best activations have been the ones that are authentic to the brand, and feature an element of memorability and uniqueness. For example, if you are in retail space, set a unique tone that mimics your store fronts and branding. Give your audience a reason to engage. “If you can spark human interest, you can spark conversations,” Lewis says. “That leads to leads for your sales team.”
Lewis recalls a 10×20 booth as a first-time exhibitor on a show floor she was managing that exhausted its budget on its floor footprint and exhibit services. The booth’s dated backdrop and standard issue tables and chairs did not help. The experience still serves as a drastic example of what can happen when that 90 percent is not executed properly.
One of the most significant ways to get a jump on the 90 percent rule starts with your planning. For any brand, that means being able to connect the dots of the message and messaging you want to convey. And that takes finding a partner who can help organize the little things (before they become big problems).
“I have found that the best path to consistency in event branding starts with a consolidated budget and a collective agreed direction and look,” Lewis says. “I think honing in on where these worlds meet, the digital space of interaction and engagement with the in-person physical space, is a sweet spot that live events can bring to the table that is irreplaceable. We just have to find the right ratio for the perfect mix of this; it is the event professionals’ next great endeavor in my opinion.”
DO YOU STAND OUT?
As a veteran of the trade show circuit, Ray Sheehan can share scores of stories on the ins and outs of exhibiting and attending. But if you ask the owner of the digital marketing agency Old City Media, he will say that above all else, the key to any trade show is setting yourself apart from the competition. And while that sounds simple enough, the truth, as Sheehan sees it, is that too many trade show exhibitors overthink the process.
“You don’t want to complicate things or over-engineer your branding,” Sheehan says. “If you try to do too much and not be laser focused, it won’t work. At times, companies try to do too much. For me, it is a simple branding technique: What’s your story or point of difference? Focus on that. If you don’t, you run the risk of having a broken process. And once the process is broken, things can go sideways. From a sales point of view, or even a customer service point of view, you want to make sure each part of the process has been clearly defined.”
Old City has had lots of success with simple, easy-to-understand branding. If you get too complicated, over-creativity can get in the way of things, or worse, hurt your messaging. Some good rules to follow: simple branding, quick message, call-to-action and data collection, which is your lead in the funnel. “Collaborate, get insight and guidance, and do your research. Find out what other successful companies are doing in event branding. Who are the industry leaders in other business verticals? This will help get your creative juices flowing for an overall amazing end product.”
As an avenue for key revenue generation, events are critical to many brands. In fact, some brands wouldn’t survive without them. More than just a function of the business, they can and should be an essential piece of your business model. That said, it all starts with branding. “Brand guidelines are extremely important for alignment and consistency,” Sheehan says. “All companies should have a Brand Guideline or Brand Book. This information is paramount when heading out into the field. Those tools or guidelines will keep everything uniform.”
HOW DID WE DO?
In the time following the trade show experience, many internal conversations are held about the importance of measuring the success of an event. Sometimes it is the number of leads at the booth, followed by the tracked sales days, months or even years out. Other times success is measured by the number of people in the booth or room, or the digitally tracked impressions. With such a wide swath of data to mull over, no two brands grade their performances the same way.
I have found that the best path to consistency in event branding starts with a consolidated budget and a collective agreed direction and look.
Julie Lewis / Tradeshow and Events Manager, U.S., CooperVision
“Statistics, metrics and anecdotal measurement all have a place in the evaluation of events and their success,” Lewis says. “I think the amalgamation of these pieces tell a story, and if you have a robust story to tell at the end of your presence at an event, you have success. You had people listening, learning, growing, asking, engaging, enjoying, collaborating and all of that. You built trust, instilled value and made the case for why your product, service or widget is what they will buy, and buy again.”
And while the golden egg is the new and repeat customers, Lewis says the learning is equally as important. “I think the next step is keeping your brand and messaging front of mind for those invested customers—ones you want to make ambassadors for your brand. Events are a great way to mix those who are already your best customer with those who are just learning about you.”
The ROI, as many brands find, is in the interaction, which inarguably, can be immeasurable.
About
We love wine — not just in the glass, but in the story, the brand, and the experience behind every bottle. At Almaden, our passion lies in helping wineries and vineyards of all sizes bring their brands to life through standout print, premium promotional goods, and smart point-of-sale (POS) solutions.
With deep roots in the wine and hospitality industries, our team knows the unique challenges wineries face — and how to solve them. Whether you're a boutique vineyard or a household name, we’re here with the tools, creativity, and expertise to support your growth.
From neckers and shelf talkers to tasting room displays, custom packaging, and seamless online ordering and fulfillment, Almaden delivers solutions that are both beautiful and practical. We’re fast, flexible, and genuinely invested in your success.
Let’s elevate your brand — and pour your passion into every detail.
Contact
Contact List
| Title | Name | Phone | Extension | |
|---|---|---|---|---|
| VP of Sales and Marketing | Bryan Neill | bryan.neill@almadenglobal.com | 707-588-8028 | |
| Marketing Generalist | Joshua Villarin | joshua.villarin@almadenglobal.com | 408-887-5615 |
Location List
| Locations | Address | State | Country | Zip Code |
|---|---|---|---|---|
| Almaden South Bay Office | 2549 Scott Blvd., Santa Clara | CA | United States of America | 95050 |
| Almaden North Bay Office | 361 Blodgett St, Cotati | CA | United States of America | 94931 |
List of Locations
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