Marketing is crucial for events big and small. Among the most effective and straightforward tools to amplify your message is the step and repeat banner. But what exactly is a step and repeat?
The short answer is these banners are branded backdrops. They’re a simple yet powerful asset for boosting your brand recognition, showcasing products and services, while increasing guest engagement. Let’s delve deeper into the anatomy of a step and repeat banner, learn how to design ones for your events and explore how to use them strategically.
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What is a Step and Repeat Banner?
So what defines a step and repeat banner? Whether it’s for high-profile trade shows, fundraisers, galas, parties and grand openings, this is the go-to backdrop that lines the red carpet, booth spaces or event entrances. Part of a wide variety of custom banner options from The Bernard Group’s online division, Smartpress, it’s the perfect canvas to display your logo and other brand imagery.
If you’re wondering what is a step and repeat background best used for, the answer is simple: photo ops! This type of event backdrop not only excels in maximizing brand visibility and memorability, but also guest interaction. It’s a true marketing win-win when you encourage guests to share their photos featuring your backdrop on social media, effectively doubling your promotional reach.
Why is it called a Step and Repeat?
The term “step and repeat” likely stems from two key sources. The first is the iconic Hollywood red carpet, where celebrities “step” in front of a backdrop for a series of publicity photographs. The second origin lies in the graphic design process itself, where a logo or brand element is repeated in a grid pattern across the banner. Today, step and repeat banners are a staple in event marketing and media engagements.
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How to Design a Step and Repeat Backdrop for Your Event
As you contemplate the most effective uses for a step and repeat backdrop at your event, strategic planning is paramount. While imagining the design for your banner, consider your event’s theme (is it an elegant gala or a casual convention?), your audience (will guests need props to encourage them to pose?) and what kind of impact you want your banner to make (a boost in sales, socials or both?).
Once you’ve settled on a visual idea, it’s time to make your design selections and create your print-ready file with Smartpress. Here’s a guide to setting up your file in Adobe InDesign, crafting your banner design, and placing your order seamlessly.
Set Up a File in Adobe InDesign
Having answered the question, “What’s a step and repeat?”, let’s now focus on preparing your file for professional printing with Smartpress. To ensure your print-ready file is just that, it’s important to set it up with professional design software like Adobe InDesign. Smartpress even has an easy-to-follow step and repeat banner template for you. Within InDesign:
- Start a New Document and input your specific dimensions. Your file should always be designed at the finished size.
- Set your margins based on hem stitching guides and remember to add a standard 1/4″ bleed.
- Add your logo in the vector format (use the Step and Repeat function to adjust rows, columns and spacing between each logo).
To create an offset step and repeat pattern, simply select individual rows and shift them to the left or right. You may need to add an extra column to account for any logos that run off. If you’d like to add multiple different logos, follow the instructions here or watch the comprehensive setup here.
Create a Visually Engaging Design & Placing Your Order
When it comes to designing your step and repeat backdrop, you’ll want to consider the size of your logos, the arrangement of them and the background colors. For example, to enhance visibility from a distance, we recommend vertical logos be a minimum of 8”-10”H and horizontal logos be a minimum of 8”-10”W.
For the logo arrangement and background colors of your banners, envision the photographs your guests will be taking. Aim for clean, consistent logo arrangements and choose neutral or solid background colors to ensure your guests remain the focus point of the photos – it’s their photo, after all.
Be sure to proof your design file one final time before uploading it and placing your order with Smartpress. To provide added assurance, we’ll send you a soft proof PDF for your review and approval within one business day after receiving your artwork (learn how to review and approve your proof here).
Get the ins and outs of step and repeat banners with our FAQ.
Strategic Ways to Use a Step and Repeat Backdrop at Your Event
No matter the event, a step and repeat banner is a versatile marketing asset you can use to highlight your marketing assets that effectively highlight your brand and offerings. Similar to our tension fabric displays, the key to maximizing the effectiveness of step and repeat banners lies in strategic placement.
Of course, they’re ideal as a photo backdrop as guests walk into your event, but step and repeats can be strategically positioned throughout your event space. Consider creating a dedicated photo corner or setting up multiple backdrops in different areas to encourage guests to explore all aspects of your events.
To further encourage guest participation, provide engaging props such as cutout words or relevant hashtags, fun costume accessories, or even branded merchandise. And don’t forget to encourage them to post their photos on social media and tag your brand.
Print a Professional-Quality Step and Repeat with The Bernard Group & Smartpress
Creating the marketing for an entire event can seem daunting, but when you collaborate with The Bernard Group and our premium online division, Smartpress, it doesn’t have to be. With our extensive selection of marketing essentials and signage options, your branding and messaging truly shines in any space.
And now that you can confidently answer the question, “What is a step and repeat?”, your event marketing will shine brighter than ever – not to mention the ROI engaging assets like this produce, from a boost in brand awareness, to an uptick in sales and socials.
Prepare your design file and submit it for a custom step and repeat banner today!