Business is booming for outdoor advertising with over £3.7 billion is spent on outdoor advertising each year. It’s big business that everyone wants to get on board with. But how can you make sure that your investment in outdoor advertising is successful? Specialists in outdoor banner printing, Where The Trade Buys, has the following advice:
First things first, if you’re investing in banners for your marketing campaign, it is important that you position them in the best location to get noticed by passers-by. Ask yourself the important question of: where will your customers be looking? It goes without saying that your banner needs to be in front of potential customers – and knowing exactly who your customer is, and where they’re likely to spend their time day-to-day is always a strong place to start.
The location is directly linked to the success of your banner – position it in the wrong location with little exposure then you’ll lose out on your investment. Keep the following in mind when you’re choosing your location:
- Inside your establishment – Positioning your banner inside your shop is an easy way to give your existing customers exposure to current products and promotions. An added bonus? If it’s on your property, you can change the banners as often as you feel. However, it might be difficult to get the banner in front of potential customers than it would be if you positioned it outside.
- Outside your establishment – Banners can be used to great effect outside your workplace. Again, you can use them to promote your latest products or services or offers that may be of interest – offers are great way to attract new customers who haven’t worked with you before. 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.
- 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.
- 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.
- 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. This is a great way to acquire new customers!
Whilst we recommend that you position your banner away from your premises for the best chance to acquire new potential customers, we also recommend that you should keep it close to home. This is important if you’re trying to attract new customers, as anyone who sees your sign and is interested in visiting is unlikely to travel far. Putting the sign near your premises gives your banner the best chance of success.
Keep an eye on your competitors. Be aware of what they are doing and avoid positioning your banner in the same place they have a banner. Where are your competitors advertising? This should inform your decisions for two reasons – it will give you a good idea of places that work in your market – but it also may be worth avoiding so you’re not advertising in the same place as your direct competitors.
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What to consider when designing your banner
The design stage should be the fun bit, but before you begin make sure you answer the following questions: who are you designing it for? What is their relation to your business? And where are you going to position your banner? For example, a banner placed outside your premises to promote your most current offers is likely to be targeted at existing customers, whereas a banner placed in the wider area is more likely be there to attract new business. This will help to dictate the rest of your design.
Your banner should always be eye-catching to any passers-by, whether they are existing or potentially new customers. You want people to notice it as they walk by. Make sure you consider the following five tips:
- 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.
- 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.
- 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.
- 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
- 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.