Even for the most skilled of marketers, promoting a company is not always straightforward. However, design is only part of the job. Many business owners and marketers also need to consider where they will place their printed products once they’ve been designed and printed — put them in the wrong spot and your ROI could plummet!
Need guidance to ensure you’re getting the most out of your printed banner marketing campaign? From store window to trade show, read on for advice on maximising your marketing ROI with pull-up banner placement tips…
Where is your shop?
Unless your shop is right in the middle of the high street or on a main road, people may have to spend some time locating you — but is it likely that they will, or will they simply go to a competitor? According to a study published in The Independent last year, 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. Therefore, you need to make your store as easy to find as possible.
We don’t all have the luxury of owning a business property in a high-footfall, public spot. 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.
Have you dressed your window?
A strong and enticing pull-up banner situated in your window can be the prevailing factor that persuades people to step inside your store rather than passing by. According to store design and display consultant, Linda Cahan, in an article published in Entrepreneur: “Each window should tell a story”. Are you making the most of this key piece of promotional space? 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.
If you choose to place your banner in your window, then why not maximise your marketing ROI by designing a banner featuring unmissable discounts or offers? Reportedly, 80% of consumers describe themselves as ‘promotion sensitive’, which means they are likely to engage with your brand if you offer them a special discount. 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.
Is your reception working to promote your brand?
The job of your marketing campaign is nearly done once your potential customer steps inside your store, but they still have time to leave unless you give them a reason to buy. That’s why you should also consider placing your marketing material in the reception or foyer of your building.
Banners placed here should shout about why a customer should choose you — so detail your brand’s accomplishments and anything else that puts you ahead of the competition. Achievements 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 — from years in business to recent awards your company has won.
But what makes this part of your store so special? According to an article by the Economist, the section immediately inside a shop building is called the ‘decompression’ zone, called this because customers need to ‘slow down’ to assess their new environment when they step inside somewhere new. 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.
Since research implies that it takes just a tenth of a second for people to formulate an impression of a person or scenario, you don’t have a lot of time to show your brand positively. 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 making the most of award shows?
The next time you’re invited to an industry award ceremony, make sure you take your banner and marketing material along. Of course, promotional material at certain awards ceremonies wouldn’t work, as they’re simply a champagne reception and red-carpet affair. 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.
At awards shows, you’re surrounded by competitors, so standing out is essential. But, how are you going to make people remember you? A Canadian study sound that three quarters of people could recall 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!
Ready for the next corporate event?
Corporate gatherings are not only hugely popular in each sector, but they’re also incredible lucrative. But, how do you maximise your exposure when you’re surrounded by so many other brands? According to Eventbrite, the UK events industry is worth £42.3 billion and 1.3 million business events are held annually. 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!
You may think that using digital ads will help you achieve a better ROI, but that apparently is not the case. In fact, 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 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? 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.
It seems that, by using print material, you can help your marketing audience recall your brand after they leave the show. This adds longevity to your marketing strategy that will boost your ROI beyond the event itself.
Make the most of your next marketing campaign by bearing the above advice in mind during design and placement processes.