Marketing Tips: where to place your advertising material
You’ve finished the design and are ready to send it to print — but have you given much thought to where you’re going to place your freshly printed pull-up banners to make sure they’re successful?
Get the location wrong, and you won’t get as good return for your money. To reduce this risk, Where The Trade Buys, a top UK supplier of A5 booklet printing, has created this banner placement guide to discover where the best places are for banner marketing to gain maximum exposure and good ROI.
Indicate the location of your shop
Although many people go online to buy goods, there are still plenty that prefer a physical store. To make sure you capture this consumer, your banner must 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.
The likelihood is, your customer won’t waste time tracking you down if you’re not easy to find. 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.
Marketing and award shows
Award shows are great for promoting your brand and boosting your networking — ideal for making vital contacts. There are countless ceremonies for every industry taking place across the UK throughout the year — so, how can you hallmark your brand when you’re surrounded by competitors at a special event?
But remember; promotional banners aren’t suited for most glitzy award shows with red carpets and champagne receptions! However, some awards events 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.
Digital advertising has its advantages, but there have been studies to show that print may be more beneficial when it comes to promoting something. 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!
Use your shop window to advertise your brand
Your store window is a prime place to show off your marketing material and enticing customers inside. 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.
Discounts are a common marketing tactic, but did you know that four-fifths of consumers describe themselves as ‘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 colours and large text to highlight your offer on your banner.
Make the most of your reception area
Once your customer is inside, you have the opportunity to make your promotional material go further. 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.
Why should the customer buy from you and not your competitor? Now is the time to shout about your years in business, recent award or anything else that promotes your brand. 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, studies have shown that the reception or entrance to a store could psychologically be the best place for any type of marketing material. 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.
Corporate exhibitions: are you missing out on an opportunity?
Similar to awards shows, corporate events are effective venues for making the most of new marketing material. 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 but how do you maximise your exposure when you’re surrounded by competitors?
Using a pull-up banner will help engage and connect with prospective employees and new business partners. 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.
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
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/
