There are a lot of considerations that should go into your conference strategy, and it’s essential that part of that strategy revolves around creating effective visual content. Today’s consumers have high expectations built on both tradition and innovation, and if you can find a way to meet those expectations, your conference experiences will be that much more effective.
From basics like brochures and sales sheets to unique experiences like interactive infographic content and motion graphic displays, marketers have a multitude of unique ways to reach audiences with well-designed conference collateral.
1. Booth Designs That Speak Visually
It might be obvious, but good booth design and signage is an essential part of a conference. First and foremost, it helps attendees locate you, and if they can’t locate you, then nothing else you create will matter.
But a good booth design or sign is more than just a tool for telling attendees where you are; it also says who you are — literally and figuratively. Signs should go beyond words, making sure the look and feel you’re presenting is the message you want to send. After all, 94% of first impressions are based on design.
Aside from making a great first impression, a well-designed booth can be designed with reusability in mind, boosting your returns. So invest in a booth that will be worth taking to conference after conference. You’ll save money in the long run.
2. Attention-Grabbing Motion Graphics
Motion graphics employ attention-grabbing methods for connecting with viewers, and with all the distractions of a conference, they can work wonders. Motion graphics can increase conversions by 80%, all while connecting with your audience at a deeper level.
Even with the various barriers a conference might pose — from screen availability to sound-free booths — these tools still reach audiences with precision when executed properly. So long as it’s executed with conferences in mind, a short, looping .mp4 — even when the voiceover and music are inaudible — can still send a message that resonates with your audience.
3. Visually Striking Brochures
Even in today’s digital world, conference-goers still expect a tangible takeaway. Your brochure isn’t likely to be the only one they collect that day, so it needs to be visually striking.
A good brochure will match the look and feel of your booth. But more importantly, it will ensure attendees feel confident in reaching out to your organization, or sharing your information with a friend or decision-makers within their own company. If you really want to differentiate yourself from the competition, consider creating a digital brochure that incorporates video to enhance the user experience.
And keep in mind, brochures aren’t only for exhibitors. Besides the obvious business card, attendees of conferences or seminars can hand out brochures to build stronger connections.
4. Engaging Interactive Infographic Content
You often have to compete with a lot of exhibitors for attendees’ attention. Interactive content can provide an opportunity for differentiation. Interactive experiences have the ability to draw audiences to your booth and keep them engaged for lasting impressions.
Interactive content — apps, calculators, quizzes, etc. — generate 2x more conversions than passive content. So take the opportunity to offer an interactive product demonstration or a unique quiz that demonstrates who you are and why attendees should engage further with you or your company.
5. Conference Collateral for Your Presentation: Infographics, Slide Decks, & More
If you’re presenting at a conference, you want your audience to walk away energized and inspired. But if your slide deck contains tons of texts, they’ll struggle to read it while also paying attention to what you’re saying — and that’s exhausting.
A visual slide deck that incorporates infographics, data visualization, illustrations, icons, and/or photos will complement what you have to say without distracting your audience. It’s well worth your while to create a truly visual deck, since its elements can not only be reused at future conferences, but in boardroom presentations, annual reports, and ebooks.
The potential value of conferences and trade shows cannot be stressed enough. 9 in 10 consumers say they come away from events and experiences with more positive feelings about brands.
The proof is in the numbers, but if you need more convincing, come see Killer Visual Strategies CEO Amy Balliett at the Content Marketing World 2019 Conference & Expo on Sept. 3. Amy’s 4-hour workshop will demonstrate how to apply visual communication best practices to your interactive content for better marketing returns.
