This article was researched and created by Where The Trade Buys, who offer a range of banners including outdoor banners UK wide.
There’s several important aspects to consider when creating and printing your marketing material, such as banners. Design, colour scheme, language and text, they’re all crucial to create an effective piece of marketing. But have you given thought about the placement of your banners? Placing your banner in an optimal location will maximise your ROI, so it’s important to know where the best places are.
We have put together this article to take you through the various locations that can boost the effectiveness of your roll-up banners.
The doorway of your business
Have you considered how to use your entrance way effectively? The sleek dimensions of a pull-up banner will allow it to stand conspicuously in the corner of your foyer or next to your reception desk, while not overpowering the room and making it look cluttered.
In around a tenth of a second, a person will form an impression of something, according to studies. So, you need to make your brand’s first impression count. Designing an eye-catching pull-up banner that not only features complementary colours — perhaps matching your reception décor — pleasant fonts and nice imagery, but also highlights interesting information about your company might be another helpful marketing factor to convert sales from new customers and boost brand loyalty among current clients. Are you still a family-run company? Have you recently added another line of products to your range? Just reached five or ten years in business? Achievements like these matter to people who walk through your door, and the beauty of a pull-up banner is that you have the space to advertise snippets of success stories — unlike with a small leaflet, for example.
An article by the Economist states that the entrance area of a building is the ‘decompression’ zone. This is because customers need to momentarily ‘slow down’ to assess their new surroundings and assess which products are on offer. As a result, this is a great place for promotional material. Even if you don’t have a reception area, you can simply place your pull-up banner just inside the entrance for the same powerful marketing affect — another way to boost ROI.
Exhibiting your company
Eventbrite revealed that the UK events sector is worth £42.3 billion, and there are 1.3 million business events running every year. Corporate hospitality accounts for around £1.2 billion, while exhibitions comprise £11 billion and conferences make up the lion’s share at £19.9 billion! But, how do you maximise your exposure when you’re surrounded by so many other brands? Clearly, this industry is big business and you don’t want your company to get left behind if you aren’t active in trade shows and corporate gatherings.
Digital adverts aren’t always the best way to go – printed marketing material is much more effective at exhibitions. If you want to stand out against your competitors at a major recruitment exhibition and create that bond to entice people to come over, why not design an attractive, descriptive pull-up banner and place it next to your stand? According to a study carried out in the US, participants that viewed print media showed a greater emotional response for it and were able to recall its details better than they could for digital ads. If it’s eye-catching enough, it will draw potential partners and employees to your table where you can begin discussing the key details of your business.
The effects of your marketing strategy will continue after the event ends as a result of people remembering your brand and company. People are more likely to remember you from a banner they have seen, rather than a digital advert or no advert at all.
Your business may have an award under its belt, or a few shortlist nominations. There are countless ceremonies for every industry taking place across the UK throughout the year. An essential to good marketing Is spotting how you can hallmark your brand when you’re surrounded by competitors at a special event?
If you’re looking to stay ahead of the game, printed marketing is a wonderful alternative to the overcrowded and often expensive world of digital marketing. A Canadian study sound that three quarters of people could remember a brand after viewing it via a print media ad. Conversely, only two-fifths were able to recall the company after seeing it on a digital platform. To boost ROI, create a well-structured pull-up banner or two that can act as backdrops to any interviews you hold or videos/photos you take when your staff are at the awards event. Colour, design, content, and imagery are important characteristics — only use complementary colours, clear layouts, insightful text, and high-quality resolutions. Hashtags, contact information and your brand logo are also essentials. Then, share your snaps or videos on social media to spread brand awareness!
That’s not to say you should be bringing printed promotional material with you everywhere. It’s effectiveness would be questionable at, let’s say, a red-carpet award ceremony. However, some are very business-based and can last all day before the awards section takes place in the evening. In which case, use this time to promote your brand on social media and YouTube. A creative, attention-grabbing pull-up banner stamped with your brand logo and key information you want customers or prospective employees to know will work wonders to promote what you do.
Where you are
Your prospective clients and customer may not feel like they have a lot of time to spare, which can be an issue for your business when it comes to your customers seeking you out. This is highlighted by the fact employees in the UK are working more overtime than ever before with 60% of those asked stating that they don’t have a good work-life balance, according to a study published in The Independent last year.
Take a look at your location. Are you easy to find? Even if you’re slightly off the high street, tucked away around a sharp corner or sandwiched between two larger stores; you could run the risk of clients giving up on finding you. By placing your pull-up banner in a location that signposts your building, you can direct your customers, as well as advertise your brand to the general public. Use bold fonts and colours to highlight your address and tell people which other shops you’re next to or opposite so they can quickly work out where you are. If you’re thinking about placing these outdoors, make sure you opt for a quality PVC or vinyl banner to make sure your ad can endure the weather for maximum return on your spend.
Promotions in the window
80% of customers describe themselves as ‘promotion sensitive’, so you’ll want to make sure you tap into this opportunity with the use of your store’s window or windows. Highlighting a special discount on your pull-up banner placed in your store window will give your offer excellent visibility to help bring foot traffic in-store. Also, research shows that discounts can make it less probable that people will then compare your range with your competitors’! Remember to use contrasting colours and large text to highlight your offer on your banner.
The Entrepreneur revealed some great advice from display consultant and store designer Linda Cahan: “Each window should tell a story”. If you have floor-length windows, simply angle your pull-up banner so it is clearly visible to people and cars coming from all directions. Or, use a platform to give your advert height so it can be easily seen. A strong and alluring window display can be the difference between a potential customer stepping inside your building and walking or driving by it. Are you making the most of this key piece of promotional space?
Banners, as outlined in this article, can really bring focus to your brand and help your business stand out.