Achieve The Best ROI With an Effective Banner Placement Strategy

Marketing isn’t all about design: it’s also about where you place your ads. Many business owners and marketers need to consider where they will locate their printed products once they’re complete — put them in the wrong spot and your ROI could plummet!

Need advice on banner placement to achieve the best ROI on your next batch of roller banners? From store window to trade show, this guide delivers the tips you need to boost your next marketing strategy.

Roller banners

Award ceremonies

Ceremonies that celebrate the best of each industry are popular and common events across the UK — and these are excellent places to promote your brand with a banner. Unless it’s a glitzy red-carpet affair — which won’t be the place for marketing material — you’re fine to use your promo banners at your next awards show. 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.

But is print as good as digital at advertising? Research seems to suggest it’s better! In fact, a Canadian study found that three quarters of people could remember a brand after viewing it via a print media ad, while 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!

Shop entrance

Don’t stop promoting your brand just because your potential customer has stepped in store. In fact, this may be the best time to advertise. Apparently, the section immediately inside a shop building is called the ‘decompression’ zone, according to an article by the Economist, which is because customers need to momentarily ‘slow down’ to assess their new surroundings. 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 affect — another way to boost ROI.

What are you proud of at your business? What makes you stand out? Achievements — like being in your fifth year of business — matter to people who walk through your door, and the beauty of a pull-up banner is that you have the space to advertise snippets of success stories — unlike with a small leaflet, for example.

Did you know that it can take as little as a tenth of a second for us to formulate an impression of something? This 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.

Public places

We’re always hearing people say how busy they are. If this is true, do you think your potential customers will spend a lot of time trying to locate your store? Research published in The Independent discovered that 60% of participants in its review claimed that their work-life balance was poor — which could mean that your prospective clients are also feeling too busy to waste time locating your shop.

A high-quality banner could be the solution to directing people to your store and improving profits. Are you slightly off the high street? Tucked away around a sharp corner? 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 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.

Exhibition stand
photo credit: The Open University / Flickr

Corporate exhibition

Networking is key to success in business today, and one of the best places to do this is at a corporate event or trade show. According to Eventbrite, the UK events industry is worth £42.3 billion and 1.3 million business events are held annually, with corporate hospitality accounting for around £1.2 billion, exhibitions accounting for £11 billion and conferences making up £19.9 billion! But, you need to make sure you stand out at these events to make them worth your time.

By using print materials placed around your table at an event, you can easily and effectively promote your company. 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.

Shop window

If you have a store, capitalise on the advantages of having a shop window by using this location for your banner. 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.

Wondering how to design your banner for a shop window? We recommend creating something that highlights any discount or special offers you have going. Did you know that 80% 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.

Evidently, there are many opportunities when it comes to banner placement. Bear these key tips in mind to maximise your ROI!

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