How to Make a Dull Product Interesting For Events and Exhibitions Marketing

By Paul Whitney

One of the most difficult tasks for events management companies is how to make a success of what might seem like a non-event to most of the population. Let's create an example, say, the announcement of technological advances made in the production of a car battery. The announcement is vitally important to your client but just how interesting are the developments to your client's customers? Well, it's your job to make it interesting and to guarantee that those customers attend our fictitious product launch at The North West Auto Show due to take place in Manchester.

Designing the exhibition stand and all the rest of it is the tasty bit. But how about the little bits of things that might seem low down the priority ratings? For example, what about the invitation to the launch event that is scheduled for a Tuesday afternoon in November? It's not an easy one. What makes it more difficult is that the client insists that the graphics for the stand feature the new battery and also insists that this theme is carried throughout the launch campaign marketing and publicity materials. How can you make the invitation lively and eye-catching? Well, here's one suggestion.

Custom designed pop-up cards are ideal as event invitations as they can provide the ideal solution to the question, "How do I draw attention to my product?" One of the most simple and popular pop-up mechanisms is called a V-fold pop up. It is also a mechanism with a quite dynamic lifting action and it is a mechanism that is at the heart of almost every single pop-up book you ever saw as a child. The pop-up piece it lends itself to being cut into a myriad of shapes. So if you were wondering how to give a car battery some impact then this could be an ideal answer for your event invite. Of course, pop-up cards can be used for all kinds of event publicity and for many more attractive products and the V-fold can lift the piece off the page to quite dramatic effect. It is also a very simple matter to change the angle of the pop-up figure and it can lean forwards or backwards as well as standing upright and so you do have quite a few creative options.

The pop-up V-fold cards are particularly versatile and one of the beauties of the product is that the pop-up piece can be die-cut to more or less any two-dimensional shape. It is thanks to this versatility that bespoke pop-up cards have been created in a variety of styles for use at corporate events, exhibitions and other special events. However, a good tip is not to make the shapes too busy as it is the pop-up action that is eye catching and not the intricacy of the die-cutting. It might also be an idea to consider other pop-up mechanisms such as the parallelogram stand-up before making your final choice for your event invitation.

Article by Paul Whitney. Whitney Woods Ltd is a manufacturer of promotional marketing products designed using sophisticated cardboard engineering techniques. The company is a market leader in this field in the UK and publishes a range of over 50 products covering the areas of promotional pocket media, interactive marketing products, information discs, promotional pop up cards, creative folding and automatic pop up mailers. Whitney Woods also publishes a range of products which are particularly suited to events and exhibitions publicity called The Events Emporium which can be seen on http://www.popupmailers.co.uk/events_emporium.html A selection of pop-up card mechanisms can be seen on http://www.newpromotionalideas.co.uk/custom-promotional-products.html