I've been fortunate to create custom calligraphy pieces at multiple corporate conferences. I met Gloria from ACG (Association for Corporate Growth) at a conference in 2023 and was delighted to receive her message asking me to customize luggage tags for her client, Truist Bank at the M&A South Conference this year. "M&A South is the premier networking event in the Southeast for participants in all facets of corporate growth and Middle Market deal making. The event presents the opportunity for intermediaries, corporate development officers, accountants, lawyers, senior lenders and other deal makers to meet and greet with top private equity and mezzanine capital providers. Exhibitors include approximately 200 Private Equity Groups, Investment Banks and Mezzanine Capital Funds."
Our table was located in the main networking room where vendors and attendees could break out from the lectures to connect. Each table offered their own "freebies" like notebooks, pens, and cozies. Our booth was different as we were the only ones who had a customized element. Word spread around and throughout the day guests came up with their friends excited to claim a luggage tag with their name handwritten in beautiful calligraphy!
The conference held over 1200 attendees, so we prepared for about half of those guests to receive a luggage tag.
For events of this size it is a priority that the customizations can be executed quickly. This is why luggage tags are a popular choice for conferences: all that is required are my paint pens. I always test the materials before the day of the event to ensure that the brand of pen will apply well and the color will appear beautifully on the surface of the item.
To make the process as seamless as possible, we allowed guests to choose between their first name or initals. These can be created in less than 30 seconds each! I was easily able to personalize over 200 luggage tags throughout the day without a line or crowd forming.
My favorite part of working this event was seeing members of the conference come back to the table with their colleagues so they could get their own luggage tags! Multiple guests also requested additional tags for their family members or partners so they could be matching as they traveled. A blank freebie with a logo is one thing... seeing your name or the names of your children manifest in front of you in lovely script turns a tossable treat into a cherished keepsake. Not only does this mean less waste - it means the merch you invest in will continue spread brand awareness for years to come.
The awe and joy your guests feel as they see their names written will forever be associated with your brand. Live calligraphy turns every day merch into a memorable experience they won't stop raving about.
Due to the nature of the event, we didn't receive any rushes or large crowds at the booth. Instead, it was a steady flow throughout the day. When we had down time the Truist employees working the table asked me to letter luggage tags to bring back to the office for their team. They were so excited to submit a list of names and watch them come to life.
Having the lettered tags littered on the table was a great way to showcase the activation. People would come over upon seeing the Truist table, and then stay to get their luggage tag customized - that would then lead to them connecting with the team!
As a conference with over 200 exhibitors it is crucial that you stand out amongst the crowd. With the handwritten element on these luggage tags, our booth became more than a place to meet the bankers at Truist - it was an experience guests couldn't wait to add to their itinerary.
Seeing guests' faces light up when they were handed their luggage tags made this event a success. And having the same guests come back multiple times to share the joy with those around them was infectious!
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