With the design and print of your traditional marketing material finished, you may think that the most important part is done. Not so! It doesn’t matter how well-designed your pull-up banner is, or how wonderfully printed your leaflets are — if they are placed in the wrong location, they won’t be working to their full potential for you. That means a lower ROI for you.
From windows to trade shows, we take a look at the best locations for you to place your banners. Start at the beginning
Consider the most important area of your marketing campaign — your business’ location! People really don’t have time to be wandering around in search of your building. 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.
You need to consider 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.
If you have one, take a look at your business’ entry way. Can you use this space? 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.
Research shows it takes only a tenth of a second to create an impression of something, so you don’t have long to make a good impression. 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.
The first few steps into a building are known as the ‘decompression’ zone, says an article by the Economist. 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.
Shortlists and awards — show them off!
Do you have an award under your belt? 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?
Printed media is more memorable than digital adverts. 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!
There’s a time and a place, of course; an award ceremony with a champagne reception probably isn’t the best place for promotional material. 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.
80% of people admit they are ‘promotion sensitive’, and you can make use of this via displaying information in your 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.
Store design and display consultant, Linda Cahan, advises in an article published in Entrepreneur: “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?
Eventbrite puts a £42.3 billion worth on the UK events industry, with 1.3 million business events held 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.
You can stay in the forefront of a customer’s mind far better than you could with digital adverts at an event by using printed material like PVC banners. 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.
Your brand and logo are far more likely to be remembered long after leaving the show if you have printed adverts over digital or none at all.
There are plenty of effective places you can put a PVC banner or printed media for your company. Bear these key tips in mind to maximise your ROI!