INDUSTRY RELATED: ON STEP & REPEATS
Tell me why...
Tell me why STEP & REPEATS still exist.
Has anyone ever been driven to buy, consume, or engage in a brand because they saw their logo repeated on a wall staged behind, at best, a celebrity?
To put this in context: the last step and repeat we were (forced) to create for a client cost over $2,500. Just to print and mount a 9.5-foot x 7.5-foot backdrop - the wireframe shell we (god help us) already had in storage.
Events cost a lot, but $2,500 is not small change. I don’t know about you, but I can think of a LOT better ways to spend $2,500 - some ideas I’ll share down below.
Don’t even come at me with the cheap ones you can buy online - I’m already banging on about the relevance of their existence, we don’t need to get in if they’re worthy when cheap and will probably topple on a guest (NO! - the answer is always “NO!”).
I asked our friends at ChatGPT to give me a quick summary of the history of the Step & Repeat and here’s an edited version of what I got:
THE PURPORTED PURPOSE
Businesses have long used repeating images and logos to increase brand recognition, dating back to print advertising in newspapers and magazines. The idea was to ensure that a brand would stand out by having its name or logo repeated multiple times, giving it maximum exposure.
MINI HISTORY LESSON
1980s
The step and repeat as we know it today started gaining traction when red-carpet events began becoming more mainstream and covered widely by the media.
As stars walked in front of these backdrops, the repeating logos behind them would be captured in every photograph, leading to the term "step and repeat."
"Step" refers to the process of stepping up to the backdrop for photos.
"Repeat" refers to the repetition of logos or designs on the background.
First of all, if there is one saving grace to the Step and Repeat, it’s that it was born in the 80s. I mean it vibes SO 80s. And I love the 80s, so there’s that. Maybe I’ll have one at my birthday party with the Industry Related and Alpha Kilo logos repeating. I’m sure we’ll see a SURGE in our followers - not to mention new business opportunities following 😏.
Late ‘90s, Early 2000s
The popularity of the step and repeat backdrop surged beyond Hollywood, becoming a fixture at corporate events, fundraisers, and press conferences.
Maybe this is when the wheels started to come off the wagon. Though I imagine in those early days it felt akin to a prom balloon arch and the novelty of having a professional photographer take your photo at a “corporate event” seemed special. Keep in mind, we’re still in an era here of printed photography as opposed to iPhones, which begs the question if anyone from said “corporate event” ever saw their photo again, unless it made the printed newsletter or - god forbid - some marketing pamphlet.
Modern Day
Today, step and repeats are ubiquitous at promotional events, product launches, sports events, and charity galas.
With the rise of social media, step and repeats are now designed to optimize for online sharing, with hashtags, social handles, or QR codes sometimes integrated into the designs.
MmmmK. Let’s break this down a bit, shall we?
1. WE’VE LOST TOUCH WITH ITS PURPOSE
If the purpose is to increase brand recognition and maximise exposure, is this relevant today - in our world of phones, endless scrolls, tags, hashtags, location data, and overarching brand spam.
2. STEP AND REPEAT “ERASURE” IS REAL
Have you ever seen a picture of Your Friend Who Is Always at Amazing Events (that’s Zach Weiss, in my world), focused in on the Step & Repeat, and thought “though I was not invited and did not attend this event I’m going to repost and use this hashtag”?
Fun fact: Zach really does go to the most amazing events and you’ll see nary a step and repeat in his feed (at least in the first few scrolls deep that I did as part of my “research” for this “article”). I think that alone speaks to the willingness of even those who attend to have to stand in front of the damn thing.
3. QR CODES ARE NOT CHARMING, NOR USEFUL (IN THIS SCENARIO, AT LEAST)
Another favorite part of that Modern Day usage paragraph is that some fool would actually put a QR code on it. (Though, QR codes are kind of a fashion accessory now?, see: Katy Perry) Remember those in the photo have their back to it and those not in the photo… well again, are they really going to try to line that up? I mean is that even possible when it’s posted online?? *She’s down a rabbit hole to find an image of a step and repeat with a QR code and then lost interest after 20 seconds and is back*
What this to me highlights is two things:
Pervasive Brand Navel Gazing - (which begs the question is the navel of a brand the marketing team?) 🤔
The belief that someone is going to get SO excited about seeing <<insert celebrity>> in front of a step and repeat with your brand logo that they are going to not only repost (using hashtag and tagging the brand’s handle of course), but are most definitely running off and purchasing <<insert product>> straight away, or even at a minimum think said brand is cool because someone crop dusted a printed banner while being blinded by flash really holds no logical merit unless you are so deep in your marketing plan that you’ve suspended all reality.
Lazy Event Planning
There’s no reflection on a process here or viewer/guest experience - or even human nature. We did it last year so “we’ll do it again and get that margin for the design, printing, install and strike” seems to be the thought process of your standard issue B Grade Event Production Team Whom Brand is OverPaying to Enthusiastically Acquiesce to All Requests (Step & Repeat, did you say? Great idea, Brenda!!)
I’ll wrap this up with a few things I would do with the extra $2500 to engage an audience at or around an event:
Hire an illustrator to create a beautiful backdrop with the brand’s logo artistically and elegantly integrated (ONCE) in front of which people can pose for pictures should they be so inclined (not forced)
Pay to print a selection of actual photos and mail them with a thank you note from the brand to guests who attended - expressing gratitude for their helping create a wonderful evening
Increase the floral budget. Nothing drives the content like florals these days.
Next week: a lot about London Design Festival (and also looking ahead to DESIGN MIAMI).
Talk soon,
Amy + ALPHA–KILO
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Nice content Amy! So true!