How to create an impactful event sting

What is an event sting? In simple terms, an event sting is a short piece of animated visual content and sound, designed to grab people’s attention and set the whole tone of an event. ‘Stings’ have their origins in the broadcast world, where they are also known as idents and are widely used to reinforce channel branding. Typically just a few seconds long, they provide short visual and musical punctuations between programmes, and capture attention before shows begin. These stings give TV channels a real personality, and sometimes even become more popular than the programmes themselves – think of BBC1’s swimming hippos or BBC2’s fluffy back-flipping logo. Likewise, a good event sting has flair and personality. It brings branded events to life, turning static logos or event identities into dynamic audio-visual experiences for delegates. Here are our insider tips for producing great event stings:

1. Grab attention quickly

Stings can kick start conferences or be used to get people to take their seats at awards dinners. As the name suggests, stings should be short and sharp. In the broadcast world, they’re sometimes just 4-5 seconds long; in the events world, we’d certainly recommend no more than 1 minute in total. Countdowns before your main sting can create a sense of excitement and expectation. When we produced the Great British Pub awards, we capitalised on the Wild West theme by pretending to shoot giant bullet holes in the opening sting, which certainly got people’s attention!

2. Energise with music

Don’t underestimate the extent to which the right music can really make your event fly. Music both sets the tone for an event, and provides an atmospheric undercurrent. We typically shortlist 3-4 tracks for clients to choose from, each of which we know will set just the right tone for our sting.

3. Minimise lengthy text

Good stings keep text to a minimum. Fewer, bolder words work better – headline facts should be no more than 7-8 words each, and only a handful in any one sting. Animated typography effects or clever scrolling messages can keep people’s interest and make for a much more comfortable viewing experience. Good stings often feature a mix of content – from 3D graphics, to stock footage, existing graphics or original footage – just about anything is possible.

4. Consider screen formats

16:9 widescreen ratios are the most popular format for stings, but often much greater impact can be had on 4:1 ratios for playout on super-wide stage sets. Sometimes, even circular screens are best of all, if it suits the event branding. Will you just use one screen, or a twin screen set up for added interest? And don’t forget to consider whether you need to use your sting content in other ways, post-event which could influence the choice of format.

5. Credit sponsors imaginatively

Event sponsors will often need to be credited in stings. But are they going to be part of an integrated overall sting design, or just dropped in to a sponsors section at the end? Headline sponsors might justifiably expect a bigger billing, and stings can bring this out in creative ways, cementing commercial relationships. Event stings are like packaging for events – the first thing people see, and often a key factor in persuading them to ‘buy in’ to the event theme. If you’d like to see some examples of stings we’ve produced for a whole range of clients and events here at Corporate Events, just give us a call on 01793 234422 and we’d be pleased to help.

Like this? There’s more…

Employee Recognition and Wellbeing at Christmas

Employee Recognition and Wellbeing at ChristmasWe all know that Christmas will be different this year. Businesses are struggling because of the coronavirus pandemic and as a result employee engagement and recognition is a key priority, now more than ever. If there’s...

Top Tips for Virtual Presenters

Top Tips for Virtual PresentersYour Environment.Choose somewhere quiet and private where you won’t be interrupted and remove anything you might not want to be seen on camera, ie. pictures, books, clutter etc. Think about what your environment says about you.Dress for...

How Will Lockdown Affect Virtual and Hybrid Events?

How Will Lockdown Affect Virtual and Hybrid Events? On 31st October, the Prime Minister, Boris Johnson, announced a second national lockdown where businesses such as pubs, restaurants, gyms and non-essential shops will have to close for four weeks from Thursday 5th...

Support and Engage All Employees After Furlough

Support and Engage Employees After Furlough It’s estimated that 7.5 million UK jobs were furloughed between 20 April and 10 May 2020 due to the coronavirus pandemic, which is almost a quarter of the British population.Where it’s safe to do so, many employers will be...

Why Invest in Virtual and Hybrid Events for 2021

Why Invest in Virtual and Hybrid Events for 2021 We discuss four key reasons on why virtual and hybrid events are working for businesses, and why you should be investing in them now, for 2021. Virtual and hybrid events are here to stay, at least for now. As we come to...

Top Tips for Virtual Sponsor Engagement

Top Tips for Virtual Sponsor EngagementBefore you get started, the biggest question you need to ask yourself is - what do the audience really want?Most importantly, don’t hound your audience with pop-up chats or ads that follow them around. This won’t drive results...

How To Power-up Your Virtual Event Engagement

How To Power-Up Your Virtual Event Engagement You might think that virtual events are less engaging, but you’d be surprised at the value they can bring. However, there are far too many events where attendees are only watching videos, remarks and demos. Attendees...

Five Top Tips for a Post-Pandemic Event

Five Top Tips for a Post-Pandemic Event Meetings of up to 30 people indoors in England were permitted in venues from 1 August, if social distancing could be maintained and the venue could demonstrate that it had followed the official Covid-19 guidance. A further...

Five Top Tips for a Successful Virtual Event

Five Top Tips for a Successful Virtual EventAs we all adjust to a new reality in the wake of the Coronavirus pandemic, the ‘virtual event’ continues to be the mainstay of daily communication for now - but how do you get the best from your online experience and ensure...

What Can The Studio Do For You?

The Studio at Corporate Events continues to work collaboratively through the Coronavirus pandemic from a distance, ensuring your message can still be communicated effectively. We've shared our insights across effective content and explore ways to keep your audience...