Many of us spend more time thinking up and re-designing our marketing ideas than we do on considering where we’re actually going to put these once they’re completed and repointed — put them in the wrong spot and your ROI could plummet!
To make the most of your ad spend, you need to place your marketing material somewhere that offers maximum exposure — but where? From store window to trade show, read on for advice on maximising your marketing ROI with pull-up banner placement tips.
Signal your business location
Although some people shop online, many still opt to visit a shop to buy their goods. 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.
Don’t risk putting customers off by not making it clear where your store is situated. 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 much time looking for 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.
Highlight your brand at exhibitions
Whether you’re a regular at corporate exhibitions or only attend a few times a year, it’s important that you make the most of your time at trade shows and business events. 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?
These events are physical, so pull-up banners give people a tangible reminder of your brand and what it does much better than digital ads. 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.
Make the most of your store window
An attractive store window will increase traffic visiting your shop and browsing your stock. 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.
Why not go an extra step and utilise a pull-up banner in your store window to advertise a special offer? 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.
Stand out at award shows
Similar to trade shows and corporate events, award shows are something to celebrate, and an ideal opportunity to get extra exposure for your business. 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?
Unless the award show in question is strictly a champagne reception and red-carpet affair, you should use this time to create a pull-up banner. 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.
It’s been proven that print sticks in our minds better than digital, in general. 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!
Utilise your reception/shop entrance
While there are many print options that help you advertise your range of products and services — catalogues, brochure and saddle-stitch book printing, for example — a pull-up banner really works to highlight your brand and welcome a visitor. 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.
Have you recently expanded your range? Just reached a milestone year? Corporate achievements matter to consumers, so you must provide space to advertise success stories. 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, some scientific studies have even shown that the entrance to a shop might actually be the most profitable place to advertise. 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.
Bear these key placement tips in mind to maximise your ROI with pull-up banners and make a greater success of your brand in 2018!