Often referred to as programmes or show guides, an event guide is a book or magazine which contains all of the information to ensure the visitor gets the most out of your event. This important document is often a last thought; however paying due care and attention to the task has many benefits to your business, not just to your visitors.
In addition to providing the visitor with information, the show guide is also a great opportunity for you to boost your income from the event. While it takes time and money to produce, the return on investment can be rewarding, by selling advertising space in the guide to exhibitors and relevant suppliers and sales of the guide itself.
Here are some helpful hints about content and style to help make it a bit easier.
What to include
Your show guide should be full of interesting information for the visitor, including news and stories that are relevant to the theme of the event. To make it beneficial to the reader, we recommend the following is included:
It’s really important to include a disclaimer explaining that all information is correct at the time of print. Considering the audience is also really important when producing content – if your attendees are mostly football fanatics, for example, it’s a waste of time to fill it with stories (or advertising) about golf.
How it should look
The guide should co-ordinate with any other event marketing material and should reflect the style of the event well. It’s also important to consider the audience here too; if your event is aimed at children then the look of the guide should be, too.
Location is also a key factor here. If the event is held in bright field then white paper with pale text will be useless as it will be hard to read. Use 100% black text on a light background rather than grey at a minimum of 8pt. Providing carrier bags is a great idea especially if your event is outside in the rain.
The size of the guide is entirely down to preference, however our experience has shown that A5 or similar are the easiest to handle and fit in bags and pockets easily.
Ultimately what goes in to your show guide is completely down to what type of event you are planning. There are also many alternatives to a physical book, such as digital versions and apps.
For any assistance with your event guide, or any other planning queries Tweet the team @mansfieldsdes and we’ll be more than happy to help!