Participating in live events provides an invaluable opportunity for businesses and brands to engage with customers in a personal way, one that is virtually impossible to achieve through standard marketing efforts. What could be more perfect than combining your product, the experience of seeing it created right before their eyes, and the opportunity for social media content all into one?
The fact is, live event marketing is quickly becoming a top marketing priority. Business owners and brand managers can spend months planning a photoshoot, retaining models, finding the perfect location, and then making a post or placing an ad in a magazine that will have traction for 24 to 48 hours. By tomorrow, however, it will become yesterday’s news. When a customer purchases merchandise at a live event, they have a physical item that has staying power — an item that they will take out of their closet to wear or use frequently — something that reminds them of a positive experience.
We are now venturing into the world of live screen printing for events. It’s an innovative way to provide an interactive experience for people to get tees and other items to commemorate special occasions. From carnivals, festivals, and other special events, it’s an opportunity to offer hands-on experience and live printing in an interactive way that gets your brand noticed.
Creating Connection with a Hands-on Experience
Having a presence in an event like a carnival or festival is a fabulous way to engage directly with potential clients, offering a powerful marketing experience for your product. People see their shirts made first-hand, which makes a huge difference compared to receiving a mug or water bottle at a trade show. Imagine the impact of watching your shirt created in real-time, selecting your colors and design, and interacting with the person as they make your shirt; this experience creates an emotional connection to your product or service.
We all want to create connections and to interact with our audience of consumers, be it through social media or other channels. Live printing takes giving away promotional products at an event to the next level. At an event, your customers are taking photos of your booth, pictures of the shirt as it’s personally created just for them, and then walk away with merchandise that will be with them for years. It’s an organic way to connect and create literal word-of-mouth advertisements for your business.
Connecting with the Community
Growing your client base is accomplished by connecting with the consumer through advertising. Although, many forms of advertising can often prove expensive. But when a business has a presence in an event, you are often getting the biggest bang for the buck for your time and resources. It’s an innovative way to promote your brand and have your customers walk away with a keepsake they’ll connect with a pleasant memory.
Successful businesses are built on networking, and having a booth at an event allows you to talk to your consumers one-on-one, print their shirts or create other merchandise, give them the product, and connect with the community.
Connecting and engaging with your consumers all about building relationships. When people see your business at an event, you will be their first call when they need your product or service. It’s a fun way to drive additional business and give your customers a glimpse of how the shirts or products are made behind the scenes.
Opportunity to Demonstrate Expertise and Building Relationships
How many people have seen a T-shirt printed live and in-person? It’s like putting on a show or providing a fun, educational look at what goes into making this product.
Being part of a live event is a fun and effective way to showcase your expertise, build relationships with the community, and demonstrate just how your products are made on a small, customizable scale. It’s high pressure sometimes because you have to travel to the venue and set up, and everyone is watching your work, but it’s extremely satisfying for people to see the process in action. Through these connections, you build your audience and demonstrate your expertise.
Giving the Customer an Inside Look
Having a presence in the community at live events is a fun way to give your consumer a look behind the curtain. It’s also an excellent opportunity to show your commitment to excellence.
I have never felt good about selling something subpar with regards to quality. I always recommend that my clients spend a little extra money to get better-quality T-shirts. When they see you at work and the product first-hand, it gives them a front seat view, which elevates your credibility.
While advertising is a necessity and a valuable tool, nothing can beat that personal connection you make with a customer as they watch you create their products right in front of them.
Taking it to the Next Level
As business owners, we always try to stay one step ahead and think about the future. Custom products created at events have staying power, as they are connected with personal experiences and memories.
Merchandise is forever. You will see a product with your brand on it years after it’s produced. You may have long forgotten about your event or the promotional product you created for your brand, but the customer will have a constant reminder of your brand. Live printing is a fun and creative way to set your business apart, taking your business to the next level.
Dani Diarbakerly is a self-taught screen printer and graphic designer. In 2018, Dani was hired to print at Off-White Nike activation and was included in Hypebeast printing with Virgil Abloh. Dani is the founder of KingPro Custom Merchandise, and was included in Screen Printing Magazine’s Rising Stars in Screen Printing for 2022.