One audience

Start with who is likely to be in the venue. An advert shown in a garage can speak to a different need from the same business shown in a coffee shop.

One message

Choose the strongest reason to care. Trying to fit every service, badge and contact method onto one slide usually makes all of them harder to notice.

One action

Decide what someone should do next: scan a code, remember a name, visit a short URL or claim a specific offer. The action should be obvious and easy to complete later.