Customers don’t start thinking about the print for their event on event day. They start when planning pressure begins. That timing matters because the earlier the conversation starts, the more likely it is to turn into a complete project instead of a last-minute order. 16 When Customers Buy 8 to 16 weeks out Customers are thinking about attendance, invitations, sponsorships, fundraising, and how the event will take shape. Good conversation: planning, visibility, participation Products to discuss: announcements, postcards, brochures, folders, tickets, letterhead, envelopes, promotional products, notebooks and planners 4 to 8 weeks out Promotion and logistics start becoming real. Good conversation: awareness, traffic, communication, preparation Products to discuss: flyers, posters, door hangers, business cards, yard signs, banners, menus, decals, labels, forms 2 to 4 weeks out Execution takes over. Customers are focused on details, check-in, staffing, and avoiding confusion. Good conversation: event-day support, wayfinding, materials in hand Products to discuss: badges, signs, table tents, folders, labels, tickets, polypropylene and PolyWeave® products, handouts After the event This is where many opportunities get missed. Good conversation: follow-up, recognition, recap, next event Products to discuss: postcards, letterhead, envelopes, folders, labels, business cards, notebooks and planners Reaching out early helps you uncover the whole need, not just the part someone remembered at the last minute.
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