May 5, 2004- Brands looking for more recognition have a definite need for event signage. But for the majority of Fortune 1000 companies that have become household names, event signage may be the most unnecessary component of your live events. “Our brand is more than a logo,” says Bill Nielsen, director of marketing at Microsoft Xbox. “We want to be more than an automatic impression.”

When 40 percent of attendees at a NASCAR race can't remember most of the logos on cars that drive past them 250 times, someone needs to question the worth of simple message placement. “When you have high top-of-mind awareness, you can't separate general recall from signage recall,” says Julie Zdziarski, senior vp with event ROI shop SRi, Wilton , CT. “If you significantly cut back on signage, would you see a drop in recall after a year? Probably not.”

Back to In the News