Banner placement: how to enhance your marketing

There are many elements that go into marketing, but one of the major factors is where you choose to locate your material once the design has been finalised and printed. Put your ads in the wrong spot and your ROI could plummet!

From store windows to trade shows, there are various options available to you. Read this handy guide to make sure your banner placement strategy is effective to maximise your marketing ROI…

Capitalising on your window space

If you run a physical store, then you’re probably already aware of the benefits around creating an enticing window display — so consider this spot for your banner. 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.

A shrewd marketing move may also be to create a banner featuring your company’s latest special 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.

Promoting your brand in reception

Make sure you don’t give up trying to promote your business just because your customer has stepped inside your shop. Consider placing your roller banners in the reception or foyer of your building in order to carry on enticing your potential customer to buy.

Why should a consumer choose you? To make your banner particularly effective, state 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.

So, is there a reason that this section of a building is so effective? 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.

According to studies, there isn’t a lot of time to make a good impression. Research states that it takes just a tenth of a second for people to formulate an impression of a person or scenario. So, 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.

Signalling your store location

Do you think potential customers will spend inordinate amounts of time locating your business? Research implies not. 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.

Located off the high street? Tucked away around a sharp corner? Sandwiched between two larger stores? If this sounds like your store location, there’s a chance that clients might choose not to try and find 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.

Getting the most out of award shows

Your promotional banners also have a place at the next awards show you’re asked to attend. 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 this type of event, your competitors are all around you, so it’s vital that you place a banner and other marketing material here in order to help people remember your logo, products and services. 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!

Attracting an audience at a corporate event

There’s a lot of money in corporate events and they’re perfect venues for advertising 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!

Forget digital ads, reportedly, print is the way to go if you want to make an impact at a business event. 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.

So, add longevity to your marketing campaign by helping your ads stick in the memory of the audience.

Where you place your marketing materials is vital to its success. So, keep these tips in mind during your next campaign.

 

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

http://www.independent.co.uk/news/business/news/british-employees-working-overtime-no-extra-money-record-high-68-days-additional-pay-a7607596.html

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/

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Meredith Weisser

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