By Li Hayesl
This two-part article presents the strategy and tactics of creating and reaping the benefits of a Red Carpet entrances at events. Part I provided the general strategy of a Red Carpet Entrance.
Part 2: Red Carpet Tactics and Technical.
A Red Carpet Entrance props requires some investment, but you can be modest and still reap large rewards.
- Carpet Hosts: Whoever works the entrance experience is a content farmer. Their job is to greet, encourage participation, engage, and capture the result. Carefully select your staff.
- Video Everything: Use HD video throughout.
- Export audio clips and turn into podcast
- Pull images for GIFs, use for promotional purposes, testimonials, live feed and more.
- Pull still photos. You can get tons of content from one video for social media and other marketing.
- Encourage Guests to Create Content: Use your guest’s mobile device to grab an image. Let guest create content and give easy access to high quality images. Never charge and make it easy. Make hashtags visible on materials.
- Step and Repeat Banner: (also known as a Red Carpet Backdrop) is the backdrop that displays logos of sponsors, that are repeated throughout for the purpose of advertising and capturing in photos. Consider it the equivalent of a set stage, strategize about logo placement and uses when it is designed.
- Logo Sweet Spot: Considering the average height of people 5’10”, 6 foot is the sweet spot of height for advertising. Regardless of camera orientation, the logo will be seen in every image created.
- Monetize Your Backdrop: Being at the entrance and in every image is valuable for sponsors. Add value to sponsorships be assuring their logos get visibility.
- Sponsorship Tiers: The logo position, size, and frequency can be used to differentiate tier levels. Save the sweet spots for your organization’s logo or for your biggest sponsors!
- Multiple Use Backdrops: A backdrop is not for throw away, it’s an investment. A backdrop with only your organization’s logo has multiple uses:
- Stage or Entertainment Backdrop – after attendees are in, move it to the stage
- After Party Photo Booth – encourage attendees to take pictures in front of it
- Trade Shows & Conferences – use behind your table
- Company Parties and Holiday Parties
- Company Head Shots to use for LinkedIn, etc.
- Backdrop for Vlogs / Video Marketing / Webinars
- Size Matters:
- For full length pictures, the backdrop should be 8’ high and the carpet a minimum of 5’ wide
- For events featuring athlete attendees, the backdrop should be 10’ high
- The Red Carpet:
- Does not have to be red! Utilize your event or company colors.
- A custom-made logo carpet is big bucks – consider a custom-made logo mat instead, set atop a plain carpet. You can reuse that logo mat in front of a panel of speakers on stage.
- Backdrop material:
- White background is more forgiving in images. Black makes colors/logos pop.
- Fabric is best. It absorbs flash photography, stretches to eliminate wrinkles, doesn’t crease, can be dry cleaned & steamed, easily transported and shipped
- Vinyl can be good, but make sure it is matte to reduce glare in images.
- Spruce it Up: Decorate with flowers or balloons. Be creative. Even modest budget additions can make your entrance pop!
- Star Power!: Exciting Keynote speakers, athletes, celebrities, or mascots? Have them do brief meet and greets on the carpet. “Joe Attendee” will hang onto…and share...that pic of him standing with “Super Model Sheila” ….with your logo prominently displayed…a lot longer than he will keep your free coffee mug!
Utilizing a Red Carpet experience provides an avenue to build content, wow attendees, and market that is often overlooked by event planners. The Red Carpet is not just for the Oscars, it is a multi-use tool for any event!
Li Hayes is founder and CEO of GoLeeward LLC, an organization whose mission is to connect top business speakers with event planners.