At a glance:
- Event collateral includes all the branded materials used before, during, and after an event, including invites, signage, name badges, and digital assets.
- It builds a strong and consistent brand presence. Every piece reinforces your identity and makes the event feel polished.
- Good collateral boosts engagement and improves flow. It helps guests stay informed, interact, and enjoy the experience.
- It creates a lasting impression and keeps the momentum going even after the event.
Successful events don’t happen by chance; they’re built through careful, holistic planning that considers every detail, from the venue and catering to how the brand is represented at every touchpoint. One often overlooked element that can make or break an event’s impact is event collateral.
Event collateral refers to all the physical and digital materials used before, during, and after an event to reinforce brand identity, guide attendees, and create a lasting impression. When executed well, these materials contribute to a seamless and immersive experience that guests remember long after the event ends.
At Peanut Productions, a leading event management agency in Australia, we understand how critical strategic event collateral is to the success of any event. Let’s break down what event collateral is and why it should be a priority in your planning process.
What is Event Collateral?
Event collateral refers to branded materials that are specially designed to communicate the event’s key information and reinforce the brand experience. This not only informs the attendees but also enhances the overall atmosphere of any event.
These collaterals are deployed throughout the event lifecycle, so you need collateral before, during, and after the event. On one hand, they help the attendees navigate the event smoothly and understand the overall theme; on the other, they reduce confusion and ensure a consistent experience from start to finish.
There are many types of event collateral, such as invitations, signage, event programs and schedules, lanyards, and name badges. Moreover, modern corporate events have started using new collateral like branded giveaways.
In addition, with the rise of virtual and hybrid events, digital collateral has become increasingly popular. This includes mobile apps, digital agendas, social media graphics, virtual backgrounds and email banners.
Types of Event Collateral
Event collateral can be divided into three main categories: pre-event collateral, event-day collateral, and post-event collateral. Let’s discuss them in more detail.
Pre-Event Collateral
Pre-event collateral includes materials that communicate essential information and generate excitement about the event. The first impression is very important, so this collateral holds great value. They are vital in capturing attention and driving attendance.
For instance, save-the-dates and formal invitations provide key logistical details. Likewise, teaser campaigns and digital assets like email headers, landing pages, and social media graphics help build anticipation and clearly engage your target audience.
Read more: Timing Your Corporate Event Invitations Just Right: When and How to Send
On-site/Event-Day Collateral
While the pre-event collateral holds its place, the day of the event is where your collateral works hardest. The event-day collateral helps guide guests and reinforce brand identity while enhancing the overall experience.
For instance, the directional signage and wayfinding make navigation simple. Likewise, the lanyards, name badges, and programs add professionalism and provide structure. Finally, branded decor and handouts maintain the event’s thematic cohesion.
Post-Event Collateral
Post-event collateral helps maintain momentum and measure success. Think of thank-you emails and recap videos, which help build goodwill and highlight key takeaways or memorable moments. Some surveys are used to collect valuable feedback.
In addition, certificates or digital awards add value and recognition. Finally, follow-up presentations or downloadable summaries keep stakeholders engaged and leave a lasting impression.
Why Event Collateral is Crucial for Your Event
Now that we have understood event collateral, let’s discuss its importance to the success of any event.
Reinforces Brand Identity
Event collateral plays a crucial role in visually and emotionally aligning your brand with the event theme and experience. For instance, the collateral from the initial invite to the post-event thank-you card serves as a brand touchpoint and helps create a unified and professional impression.
A consistent colour palette, strategic logo placement, and tone of voice across all materials contribute to a cohesive identity. What does it do? It helps in brand recall that resonates with attendees. This consistency helps reinforce brand recognition and builds trust with guests, clients, and stakeholders alike.
When your collateral reflects the same values, design style, and messaging as your broader marketing efforts, it positions your business as detail-oriented and reliable. These traits distinguish your business from other competitors in the market.
Drives Attendee Engagement
When the attendees do not know the context, theme or what’s going on, they usually do not engage in the event. We all know the awkward situation when attendees get lost and turn to their phones instead of participating. This can be a big drawback for the business and the event management team. To prevent this, a well-crafted event collateral can be an effective tool for increasing attendee engagement.
These assets transform passive observers into engaged participants through thoughtfully designed materials that promote exploration and involvement. How? Interactive elements like QR codes linked to live polls or schedules, branded games, event apps, or scavenger hunts encourage active participation.
Collateral can also provide ‘Instagrammable’ moments, like branded photo frames or creative giveaways, prompting guests to share their experience on social media. When attendees organically share the event, you gain valuable exposure through user-generated content. Furthermore, it increases your brand awareness and expands your reach in the digital ecosystem.
Read more: Encouraging Attendee Engagement with Contests and Giveaways at Corporate Events
Improves Event Flow and Experience
One of the main purposes of event collateral is its functional value in supporting a seamless experience. Everything from signage to a name badge helps ensure that the event runs smoothly. Printed or digital programs help guests navigate the venue and understand the event’s schedule efficiently.
For instance, the proper use of event collateral reduces confusion, prevents bottlenecks, and allows attendees to make the most of their time onsite. Moreover, when attendees know where to go, what’s happening next, and who’s speaking, they’re less likely to feel lost or overwhelmed, enhancing the overall experience.
Yes, the attendees benefit greatly from the event collateral; however, it is also important for the organisers. For organisers, clear collateral reduces the pressure on support staff, allowing them to focus on high-priority tasks.
Generates Post-Event Value
Last but not least, the event collateral continues to provide value even after the event. Post-event materials are essential for maintaining momentum and maximising return on investment.
Collaterals, such as follow-up emails, recap videos, highlight reels, thank-you notes, and surveys, offer opportunities to reconnect with attendees and gather feedback. These materials also reinforce key messages, showcase successes, and build long-term relationships with guests, sponsors, and stakeholders.
In some cases, post-event collateral, like certificates, branded downloads, or digital brochures, can offer added value and serve as lasting reminders of the event. Most importantly, these touchpoints help convert short-term event success into ongoing brand engagement and future business opportunities.
The bottom line is that high-quality event collateral isn’t just a ‘nice-to-have.’ It is an important asset that ensures a seamless event experience and adds value to your brand even after the event.
When thoughtfully designed and strategically implemented, event collateral can elevate your event from something merely functional to something truly memorable.
Ready to create an event that speaks volumes? Peanut Productions is here to help you bring your vision to life with expertly crafted event collateral that supports your goals at every stage. Contact us now and let’s make your event unforgettable.
