We should start defining what a welcome pack is, as a general concept, so we can understand how it can be used in events, maximizing its potential.
Originally, welcome packs were a greeting gift delivered to new employees of a company at the time of their incorporation. This pack normally included instructions, regulations, guidelines, or any other corporate material for their professional day to day.
In the events industry the concept has undergone a specific transformation but its essence remains the same: the welcome pack is delivered to all attendees on their arrival to the event. Therefore, the pack contains anything the brand wants, and there is no a standard protocol. Normally, welcome packs will include an event program, stationery materials (notebook, pen, and folder), a USB or any other digital gadget and occasionally, corporate merch such as t-shirts, boosting the interaction or connection between the attendee and the event.
These kits are great ideas to generate differential value with respect to other events. Besides, in Spain this is not such a popular trend as it is in the USA, and therefore there is still room for innovation and great opportunities.
Why including a welcome pack in your next event.
The welcome pack becomes a strategic tool to transmit brand, community and commitment image, but above all, it conveys empathy with the event attendee. These are some of the benefits this gift provides to both event and hosting brand:
- Brand image
- Corporate culture
- Opportunity of transmitting brand values
- Brand fans
- Free brand promotion
- Pride of belonging
- And let us not forget the magic of the WOW effect! Introducing a welcome pack in the event will surprise all your guests from the very start.