From design to literature to placement, marketing plans for businesses can be a delicate balancing act. Even the most effectively-designed banner will fail to bring in a strong ROI if it is put up in a less-than-ideal place.
This guide will take you through some key aspects to consider when placing your pull up banners, as well as some tips and tricks for getting the most out of your marketing.
If you’re not easy to find, the likelihood is people won’t go out of their way to look. 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.
A prime location can make all the difference. 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 colors 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.
The first impression
Marketing your business should be done both outside and inside of your building. 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.
Your banner can look beautiful, but it can also convert sales and ensure brand loyalty if used effectively. Studies suggest that it can take as little as a tenth of a second for us to formulate an impression of something, which means that you don’t have long to portray your brand in a positive light when your customers step into your building. Designing an eye-catching pull-up banner that not only features complementary colors — 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 matters to people who walk through your door and the beauty of a pull-up banner are that you have the space to advertise snippets of success stories — unlike with a small leaflet, for example.
The Economist highlights the importance of your ‘decompression’ zone, that is, the entry point of your building. 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 effect — another way to boost ROI.
Eventbrite has released figures that show the UK events industry as being worth a staggering £42.3 billion. 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 maximize 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.
Pull-up banners offer a fantastic way to get your name and image out there. 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.
Customers are more likely to remember a good print banner than a digital ad, and definitely more likely to remember a banner than no ad at all!
Designing the windows
As customers become more and more attuned to marketing, it’s no surprise that 80% of them now consider themselves to be ‘promotion sensitive’. 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 colors and large text to highlight your offer on your banner.
Display consultant Linda Cahan states, 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 insides your building and walking or driving by it. Are you making the most of this key piece of promotional space?
An award or shortlist is a great thing to put on your marketing material. 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 adverts make a more lasting impact than its digital alternative. 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!
Be aware that promotional material may not work at every award show, given the nature of some of them. 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.
Effective placement of banners and adverts can be the boost your business needs. Bear these key tips in mind to maximise your ROI!