This is a guest post by Howard Givner, Executive Director, the Event Leadership Institute.
You may not have celebrities at your event, but that doesn’t mean you can’t give your guests a taste of celebrity life, and one of the most fun ways to do so is by adding a red carpet and a step-and-repeat banner behind it.
What is a step-and-repeat banner?
A ‘step-and-repeat’ banner is a wall with repeating logos (of the event host, sponsors, etc.) so that no matter what angle a photo is taken from, the logos are likely to appear in the background. We usually see them at Hollywood premieres and other high profile events, to insure that if a famous actor, model, athlete, or other celebrity is on site they can be photographed in front of it.
How can you create one?
You can create one for your event as small as 8 feet tall by 10 feet wide, and they can usually be custom made for $1,000 – $2,000. Put a red carpet in front of it, and red velvet ropes and shiny metal stanchions on the sides, and you’ve created an instant focal point for your event. Guests love to pose and take photos in front of it
When guests post these photos on their Facebook Pages, or share via Twitter or other social media, your event gets continued buzz after it’s over. These ‘digital breadcrumbs’ leave a trail back to your company and your event, giving it legs and additional exposure.
You’ll want to make sure it’s set up properly
Since step-and-repeats are delivered as banners, they’re often hung from pipes and bases, with a cross bar at the top. It’s important to weight the bottom, and stretch the sides, so it pulls tight and doesn’t show wrinkles. It’s also a good idea to have a light or two shining onto it, so photos and logos are crisp.
One final thing to keep in mind
You will want to arrange for someone to set it up for you. I’ve produced too many events over the years where a step-and-repeat arrives and nobody’s responsible for installing it (and you will never get volunteers either). Usually the audio/visual company can handle it, but you do need to coordinate that in advance.
For additional tips on this topic, check out the Event Leadership Institute’s class Creating A Red Carpet Experience by Doug Melville of Red Carpet Runway.
Here’s a clip: