The World Cup is a hot topic at the minute and there is plenty of football talk at RS HQ.
Millions of people tuning in from around the world, gathering in homes, pubs, fan zones and venues to watch the action unfold. Most of us focused on the football, the goals, the drama and England’s progress through the tournament but here at RS Print, we can’t help but notice something else.
Print. There are examples of great print EVERYWHERE! Once you start looking for it, you see it all the time.
In fact, every major sporting event relies on print to help create the experience that fans enjoy. Without it, many of the moments we take for granted simply wouldn’t happen in the same way.
Think about your local pub showing the matches. Chances are there will be posters in the windows promoting upcoming fixtures, table talkers advertising special offers and banners outside encouraging people to come and watch the game.
Walk into a fan zone and you’ll see flags, directional signage, information boards, sponsor displays and event branding helping visitors navigate their way around.
At the stadium itself, print is everywhere. Programmes, tickets, hospitality packs, promotional materials, wayfinding signs, sponsor boards and giant banners all play a part in creating a world-class experience.
Most people don’t consciously notice these items.
That’s exactly the point.
The best print works quietly in the background supporting the event and making everything feel organised, professional and engaging and that’s where the lesson lies for businesses.
You don’t need a World Cup-sized budget to benefit from the same principles. Whether you’re hosting a golf day, attending an exhibition, running an open day or organising a charity fundraiser, print helps bring everything together.
- Flags and outdoor banners help visitors find you from a distance.
- Printed brochures give people something tangible to take away and revisit later.
- Leaflets communicate key information quickly and clearly.
- Table talkers can promote special offers, upcoming events or important messages.
- Posters create awareness before an event even begins.
- Business cards keep the conversation going long after the event is over.
At the World Cup, every piece of print has a purpose. It informs, guides, promotes or enhances the experience and the same should be true of your business print.
Too often, businesses think about print as an afterthought – Something to order a week before an event or only when stocks run low but the organisations that get the most value from print tend to think differently. They plan ahead and consider how every printed item contributes to the customer journey.
- What will people see first?
- What information do they need?
- What will they take away?
- What will they remember?
Those are the same questions event organisers ask when planning major events and tournaments. The scale may be different but the principles remain the same.
As we move into summer, many businesses are preparing for exhibitions, networking events, golf days, conferences, community events and promotional campaigns so now is the perfect time to think about how print can support those activities. Whether you’re welcoming thousands of football fans or a handful of prospective customers, great print helps create a better experience.