How to successfully use outdoor banners

Outdoor banners are just one of the advertising techniques you can invest in for your business – and it seems to be a beneficial investment for most companies. In fact, if you want to step up against your competitors, you might want to get a piece of the action. Over £3.7 billion is spent on outdoor advertising each year – it’s a big business.
But whilst an outdoor banner can be a great investment to your company’s advertising strategy, that’s only if you target the right audience and position is the best location to get noticed. You need to consider where will your customers be looking? It goes without saying that your banner needs to be in front of potential customers. Knowing your target audience is a great way to start.
There are several options to choose from when considering the best locations to position your outdoor banner. Keep the following in mind when you’re making the decision:

  • Inside your establishment – it’s a good idea to put your banner up inside your premises, if your business is open to the public. It can help you to quickly and effectively promote any offers or products that you’re trying to push. An added bonus? If it’s on your property, you can change the banners as often as you feel. One thing to be aware of is that banners used inside your premises is likely to only target existing customers rather than any new potential customers.
  • In public spaces. Whether it’s building wraps or scaffolding, getting outdoor banners in high-traffic public spaces is a great way to get a lot of brand exposure very quickly.
  • Outside your establishment – Using banners outside of the workplace can promote the latest offers and products you offer whilst encouraging existing and new customers to come into your premises. You can also use outdoor banners to replace the company logo and signage – as they can be a much more affordable option than more permanent solutions.
  • Exhibitions and trade shows. Outdoor banners can be utilised for the indoors very successfully at industry exhibitions and trade shows. Make sure when you’re setting up that your banner is in visitors’ line of sight so you can attract passers-by as they enjoy the exhibition.
  • At public events. Public events such as marathons, festivals and more are usually highly populated with people, so you’ll be able to get your message to many very quickly. Make sure it makes sense for your business to be seen in affiliation with the event, and that the people who are attending it fit your customer demographic – otherwise they’re very unlikely to convert into customers

It’s wise that whatever location you choose, you keep it near to your business venue so that any new customers can easily find you and don’t have to travel far. Putting the sign near your premises gives your banner the best chance of success. Especially if you consider where your competitors are advertising? Keep it close to home, and avoid advertising in the same place as your main competitors.

Designing an outdoor banner

Before the design stage of your banner, you should ask yourself a few questions: who are you designing for? What is their relation to your business? And again, where are you going to position your banner?
Keep in mind that a banner placed in the wider area of your business is more likely to attract new business, rather than a banner outside of your premise which will attract your existing customers. This will help to dictate the rest of your design.
Whatever you decide, you must ensure that your banner is eye-catching to anyone that is exposed to it. There are a few pointers to consider before your outdoor banner printing. Make sure you consider the following five tips:

  1. The bigger picture. How will the banner look when it’s full-size and in place? Having an eye on the bigger picture will help you to work out the details.
  2. Keep things clear and simple. Try not to overcomplicate your banner with lots of different fonts or too many images. Instead, strip back as much as possible and keep the message simple.
  3. Your colour choices. Your colour choices should be eye-catching whilst simultaneously reflecting your brand. Keep them to 1-2 colours that are easy to read.
  4. A call to action. What do you want people to do after seeing your banner? Calls to action could include:
    • A visit to your premises
    • Contacting you
    • Visiting your website to find out more
  5. The quality of the print and finish. You want precise printing and a high-quality finish to give your brand the best chance of a good first impression.