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Can the placement of a banner affect its success?

When designing promotional material, making it look good is often only half of the work. The rest involves where it should be placed and how your target market will see it.

So, what exactly are the best locations for maximum exposure? From store window to trade show, read on for advice on maximising your marketing ROI with pull-up banner placement tips.

Advertise at events

Business events are one way to boost brand awareness for potential customers. Therefore, advertising here is key. 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! Clearly, this industry is big business and you don’t want your company to get left behind. But, how do you maximise your exposure when you’re surrounded by so many other brands?

A banner can encourage customer engagement with your business. 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.

Getting noticed at award shows

Have you been invited to an award show? You can use this opportunity to advertise your brand. There are countless ceremonies for every industry taking place across the UK throughout the year — so, hallmarking your brand when you’re surrounded by competitors is a great idea.

Some award events are day-long occasions. 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!

The effectiveness of print has been proven in research. A Canadian study found that 75% 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!

Make the most of your store window

There are many ways that you can use print to advertise — think about booklet printing and billboards, for example. A pull-up banner is one of the most versatile and a great one to use in your store window. 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.

Were you aware that four-fifths of customers describe themselves as ‘promotion sensitive’? If you’re fortunate enough to have a physical shop, don’t waste it. 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.

Let everyone know where you are

People want your store to be accessible. So, use your banner to make it easy for your customer to find you. 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. Basically, members of the public are feeling too busy to waste much time, which could cause an issue when it comes to them locating your shop.

You want to compete effectively with other businesses who are in the same industry as you. Even if you’re slightly off the high street, tucked away around a sharp corner or sandwiched between two larger stores; people won’t waste time looking. 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.

Dress up your store

Instead of solely focusing on dressing your window, think about dressing your reception and in-store area too. The sleek but noticeable 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.

Use advertisement in-store to let everyone know about corporate achievements. Allow your pull-up banner to advertise these successes. 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 steps into your building. 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.

In fact, in the reception might be where you can gather the most interest. According to an article by the Economist, the section immediately inside a shop building is called the ‘decompression’ zone. This is because customers need to momentarily ‘slow down’ to assess their new surroundings, and so, take in the ads here with greater efficiency. 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.

Bring pull-up banners into your workplace to maximise ROI!

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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