How To Keep Branding Consistent Throughout Large Events

Author: Sarah Beauchamp       

Earlier this year, more than 8,000 professionals in the utility, transportation, and infrastructure industries gathered at Houston’s George R. Brown Convention Center for ABB Customer World. Tech leader ABB hosts the biennial event to bring these industries together to explore new technologies, trends, and ideas.

Katie Reintgen, ABB’s brand manager for the U.S., wanted to step up ABB Customer World 2017’s branding, so she partnered with FedEx Office to capitalize on its digital printing and graphics capabilities. “The FedEx Office team brought us new ideas on how to expand branding throughout the venue,” Reintgen said, “and even beyond.”

ABB Customer World is a large event requiring a consistent brand experience for attendees throughout the venue, and this was accomplished via 100-plus signs, banners, and graphics. Timing and logistics for printing and installation are critical for big events like ABB Customer World, and that’s where FedEx Office’s dedicated project management comes in. Print experts were included early in the planning process, and from initial meetings to on-site walkthroughs, FedEx Office collaborated with ABB’s team to identify innovative ways to display the signage, such as escalator wraps, wall and floor graphics, and numerous decals for glass surfaces.

In addition, having a FedEx Office on site gave ABB access to overnight support for both installation management and last-minute printing needs. “The team and their cell phones could do anything,” Reintgen said.

Not only was the branding a big part of the event’s overall success, but FedEx Office met all of ABB’s needs while reducing its production costs compared to previous years.

There are more than 120 FedEx Office Print and Ship Centers in hotel and convention centers all over the country, offering event organizers a go-to tool for custom graphics. FedEx Office’s unique branded signage and merchandise — including drinkware, tote bags, wearables, and notebooks — serve the needs of attendees and exhibitors alike.

Exhibitors are also able to boost their floor presence with promotional products, table covers, and banners.

When event stakeholders are shipping to and from an event, FedEx Office provides expert pack-and-ship and parcel-management solutions backed by the Packing Pledge, ensuring items are transported securely. Once the event is over, all signage is easy to remove and planners can simply ship back the materials without ever leaving the venue.

Meeting planners will never feel like they’re managing their branding materials alone — with FedEx Office’s support team, they have a group of experts making sure their event message is being effectively communicated.

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