Boost your next marketing campaign with banner placement tips
Even for seasoned marketers, promoting a company isn’t always a straightforward task. While crafting captivating designs is essential, the placement of printed materials plays a pivotal role in determining their effectiveness. Placing banners in the wrong locations can lead to a significant drop in ROI, potentially wasting valuable resources.
So, ask yourself twice, “Do I need guidance on optimizing my printed banner marketing campaign?” If the answer is yes, then you have come to the right place. These strategic placement tips can ensure maximum impact and return on investment:
Where is your shop?
Unless your shop is right in the middle of a bustling high street or on a main road, potential customers may struggle to locate you. If your business is tucked away around a sharp corner, nestled between larger stores, or slightly off the main street, you run the risk of clients giving up and going to a competitor instead.
Truth be told, not everyone has the advantage of owning property in a high-footfall, prime location. However, you can still attract customers by strategically placing pull-up banners to guide them to your store and promote your brand to the public. Before sending your banners to a shop that offers commercial printing services in Evanston, IL, or wherever you’re located, ensure they’re designed effectively.
Ask yourself: Have you used bold fonts and vibrant colors to highlight your address? Have you included landmarks or nearby shops to aid in easy navigation? If not, it’s time to make these adjustments. By incorporating these elements, you increase the likelihood of attracting passing traffic and turning them into customers.
Additionally, if you plan to place these banners outdoors, consider opting for high-quality PVC or vinyl materials. These durable materials ensure that your banners withstand the elements, prolonging their lifespan and maximizing your investment. With weather-resistant banners, you can maintain visibility and continue to attract customers even in adverse conditions.
By prioritizing design and material quality, you can create impactful banners that effectively promote your business and drive foot traffic to your store.
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. And for that, you might have to design your banner accordingly. If you are looking for service providers that can assist you in this work, you can search for “signs st kilda” if you live near Melbourne. They might provide you with a banner that has a list of your accomplishments and services. 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 receive an invitation to an industry award ceremony, seize the opportunity to showcase your brand by bringing along your banner and marketing materials. While it’s true that promotional material might not be appropriate for every awards ceremony, particularly those focused on glamour and entertainment, many events are highly business-oriented and offer ample opportunities for networking and brand promotion.
For events that span the entire day, leading up to the awards ceremony in the evening, consider using this time to leverage social media and digital platforms to promote your brand. Utilize platforms like Instagram, Twitter, and YouTube to share behind-the-scenes glimpses, interviews, and highlights from the event. A creatively designed pull-up banner adorned with your brand logo and key information can serve as a visually striking backdrop for interviews and photo opportunities, effectively promoting your brand in a crowded and competitive environment.
Research suggests that print media advertising has a higher recall rate compared to digital platforms. Therefore, investing in well-structured pull-up banners with complementary colors, clear layouts, insightful text, and high-quality imagery can significantly boost brand recall and leave a lasting impression on attendees. Including hashtags, contact information, and your brand logo ensures that your brand is easily identifiable and memorable.
After the event, share your photos and videos on social media channels, using relevant hashtags and engaging captions to increase visibility and reach a wider audience. By leveraging events like award ceremonies to showcase your brand, you can enhance brand awareness, attract potential customers or employees, and stand out among competitors in your industry.
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.
Sources:
https://www.uspsoig.gov/sites/default/files/document-library-files/2015/rarc-wp-15-012.pdf
https://www.neurosciencemarketing.com/blog/articles/print-vs-digital.htm
https://www.psychologicalscience.org/observer/how-many-seconds-to-a-first-impression #
https://www.economist.com/node/12792420
https://www.entrepreneur.com/article/223808 https://www.huffingtonpost.com/danny-wong/what-science-says-about-discounts_b_8511224.html
https://www.getelastic.com/coupon-infographic
https://business.tutsplus.com/tutorials/how-to-use-discount-pricing-strategies–cms-28611
https://blog.kissmetrics.com/direct-mail-in-the-digital-age/
