What is a Step and Repeat? Why They’re Effective at Any Event

Print marketing is crucial for events big and small. One of the best and easiest ways to send your message is with a step and repeat banner. But what is a step and repeat exactly?

The short answer is these banners are backdrops. They’re a simple and effective asset for promoting your brand, products and services, while increasing guest engagement. Let’s take a closer look at what makes a step and repeat, how to design them for your events and how to use them strategically.

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So what is a step and repeat banner? For trade shows, fundraisers, galas, parties and grand openings, it’s the backdrop that lines the red carpet, booth or entrance. Part of Smartpress’ wide variety of custom banner options, it’s the perfect canvas for your logo and other brand imagery and elements.

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 at brand visibility and memorability, but also guest interaction. It’s a marketing win-win when you encourage guests to post any photos they take with your backdrop to social media for double the promotion.

The term “step and repeat” is thought to have a couple of origins. One is from Hollywood, where a celebrity “steps” onto the red carpet for publicity photos and another one “repeats” the process. The other origin is from the graphic design process of a logo repeated over and over in rows across and down the banner. Now, they’re a staple in event marketing and media opportunities.

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As you consider what is a step and repeat backdrop best used for at your event, be sure to strategize specifically. While imagining the design for your banner, be sure to think about 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 how to set up your file in Adobe InDesign, create your banner design and place your order.

We’ve answered the question, “What’s a step and repeat?”, so now let’s set up your file to print one 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. In InDesign:

• Start a New Document and add your specifications. Your file should always be designed at the finished size.
• Set your margins based on hem stitching guides and remember to add a 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).

If you’d like to offset your step and repeat pattern, select individual rows and shift them 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 whole setup here.

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.

And for logo arrangement and background colors on your banners, just imagine the photos your guests will be taking. Keep your logos in a clean, uniform arrangement and choose neutral or solid background colors so your guests don’t get lost in the chaos – 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. Before your banner goes to print, we’ll also send you a soft proof PDF within one business day after you submit your art (see how to review and approve your proof here).

Get the ins and outs of step and repeat banners with our FAQ.

No matter the event, a step and repeat banner is a versatile marketing asset you can use to highlight your brand and products. Similar to our tension fabric displays, step and repeat banners are all about location, location, location.

Of course, they’re ideal as a photo backdrop as guests walk into your event, but step and repeats can be set up anywhere within your event space. Try a photo corner or setting them up in multiple areas to encourage guests to move around and experience all your event has to offer.

Some guests may need coaxing to participate, so make it easy for them by providing props like cutout words and hashtags, costume pieces, even branded items. And don’t forget to encourage them to post their photos on social media and tag your brand.

Creating print marketing for an entire event can seem daunting, but when you collaborate with a premium online printer like Smartpress, it doesn’t have to be. With an 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.