Have you taken banner placement into account? If you put time and effort into designing an effective ad, don’t ruin your ROI by placing them in the wrong places.
From store window to trade show, read this guide from Where The Trade Buys — a leader in outdoor banner printing — for advice on maximising your marketing ROI with ad placement tips.
Indoor advertising
If you want the best ROI, you need to think about indoor and outdoor advertising. The sleek 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.
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 step into your building. So, design an attractive banner with complementary colours and nice fonts and imagery, then place it inside your shop for a great effect.
The section immediately inside a shop building is called the ‘decompression’ zone, according to an article by the Economist. This is because customers need to momentarily ‘slow down’ to assess their new surroundings and assess which products are on offer. Don’t have a reception? Anywhere near the entrance of your store will suffice.
Are you still a family-run company? Have you recently added another line of products to your range? Just reached five or ten years in business? Achievements matter to consumers, so utilise your indoor banner to shout about what’s great about your brand — the larger the banner, the more space you have for key information!
Is your store hard to find?
Generally, we don’t waste time trying to hunt down a store. This is highlighted by the fact 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, according to a study published in The Independent last year.
Think about your store location — is it easy to locate or do customers routinely tell you they’ve struggled? Even if you’re slightly off the high street, tucked away around a sharp corner or 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. If you’re thinking about placing these outdoors, make sure you opt for a quality PVC or vinyl banner featuring bold fonts and bright colours to make sure your ad can endure the weather and attract attention for maximum return on your spend.
Maximise your potential at exhibitions
The UK events industry is worth £42.3 billion and 1.3 million business events are held annually, according to Eventbrite. 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 it will do nothing for your profits if you don’t stand out at them and advertise your brand.
Put aside digital ads at these types of events — you may just boost your ROI. 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 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.
It could be that your audience will be able to remember your brand and logo after the event better than they would after seeing a digital ad. This adds longevity to your marketing strategy that will boost your ROI beyond the event itself.
Thinking about your windows
If you’re fortunate enough to have a physical store, capitalise on it. 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.
What’s more, according to store design and display consultant, Linda Cahan, in an article published in Entrepreneur: “Each window should tell a story”. Use a platform to raise your banner for better viewing opportunities. A strong and enticing window display will encourage passers-by to step inside your store. Are you making the most of this key piece of promotional space?
Awards shows: the hidden benefits
When your brand attends an award show, think about how you can promote yourself. There are countless ceremonies for every industry taking place across the UK throughout the year. So, how can you highlight your brand when you’re surrounded by competitors?
A Canadian study sound that three quarters 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. Hashtags, contact information and your brand logo are essential components of an award show banner — and make sure you share your snaps or videos on social media to spread brand awareness!
It’s worth checking if such advertising is appropriate at the award show you’re attending first, though. If it is, 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.
Enhance your ROI with these key tips and make 2018 a stand-out year.
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/
Trade Show Booth guide created by The Exhibit Company, Inc.
