new product launch

How To Use Event Signage When Launching a Brand New Product

Here’s a statistic that will shock you. Brands launch 30,000 new consumer products every year — and 95 percent of them fail. Perhaps these products don’t catch the attention of consumers. Or maybe brands just aren’t promoting them properly.

Here’s the kicker: Businesses that advertise products at trade shows and marketing events are more likely to generate new customers and drive revenue. If you’re about to launch a product of your own, event signage will boost your branding and promotional opportunities significantly.

Here’s how to launch a new product using event signage.

What Is Event Signage?

If you’ve ever been to an event like a trade show or convention before, you probably noticed that brands use signage to grab the attention of clients and customers. Banners, posters, tents — this kind of signage catches the eye and will tell event attendees all about your new product. Think of event signage as your own personalized billboard.

Here are some of the things you can use event signage for:

  • Advertise your new product.
  • Direct event attendees to your booth.
  • Introduce an introductory offer or discount.
  • Increase brand awareness.

And here are some of the things you can include on your signs:

  • A photo of your new product.
  • Your brand logo.
  • Your social media links.
  • Your website URL.

Not all signage is good signage, though.

“Event signage may seem like the most basic of all event details. But get it wrong, and your entire attendee experience is at risk,” says event management and ticketing website Eventbrite.

Why Is Event Signage So Important for Your Product Launch?

Customers are fickle, and you only have a few seconds to grab their attention at busy events. This is where good signage comes in. In fact, the right signage can help you move customers through your sales pipelines and improve the success of your product launch.

Don’t believe it? Research suggests otherwise:

  • Almost 75 percent of consumers have told other people about a company because of its signage.
  • Around 68 percent of consumers think that a brand’s signage reflects the quality of its products.
  • Forty-five percent of consumers visit a business because they notice its signage.

What Is the Best Type of Signage for Your New Product Launch?

There are various types of signage you can use to increase customer engagement at events:


Banners provide you with the ultimate branding opportunity. You can use these type of signs to advertise your new product and increase sign-ups and sales. You can completely customize your banner to suit your product launch. Banners like beach flags and construction fence banners are great for outdoor events, while roll-up banners suit indoor events.


Tents and branded canopies certainly stand out from the crowd, even at the busiest events. They will drive traffic to your event booth and get everybody talking. You can customize your tent any way you want and include your brand colors and logo. If you’re planning your product launch at an outdoor event, tents and canopies will keep your customers dry in wet weather. You can even use tents to showcase examples of your products. Place your products on a counter or printed wall with shelves.


Inflatables are a fun way to get your brand message across, especially at family-orientated events. Promotional inflatable balls, cheering sticks, and even bounce houses in bright colors will optimize your marketing and increase interest in your products.

As you can see, event signage is one of the most important components of your product launch strategy. Get it right, and you will generate more interest in your product and convert event attendees into paying customers. Get it wrong, and you could jeopardize your entire product launch.

Looking for custom event tents and customized signage for your upcoming product launch? Click here to find out more!


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