Your banner design is done and it’s heading to the printer — but have you thought about where you’re going to put these when they’re done? 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!

If you’re looking for a few key tips on ad placement to achieve the optimum ROI, check out this simple guide. From store window to trade show, this guide delivers the tips you need to boost your next marketing strategy.

The ‘decompression zone’

You’ve managed to entice a customer to step into your store — now what? Don’t waste this brief moment — 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.

Being the best is crucial in business — would you choose a company that hadn’t achieved much over one that had lots of accomplishments under its belt? Achievements — like being in your fifth year of business or winning a top industry award — 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.

In only a tenth of a second, a customer will have most likely formulated an impression of your business. 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.

Make people remember

Another location for your newly printed banner is at one of the award ceremonies you attend. 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.

There has been much discussion about the effectiveness of print advertising in comparison to digital, however, research appears to suggest that print is in fact better! One 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!

Don’t waste customers’ time

It’s not your fault if your store is located in a spot that’s out of the way or perhaps difficult to find — but could this affect footfall in 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.

If this is a concern of yours, why not use your banner as a signpost to direct potential customers to your shop. 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.

Stand out from competitors

At corporate events, your competitors are often all around you, so standing out is critical. But have you ever considered the effectiveness of using a banner at a business 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!

If you set up a table at one of these types of events, ensure you place a pull-up banner at both sides to make an impact. 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.

Capitalise on promotional offers

There are many benefits of owning a physical store, and one is the ability to use your window for promotional purposes. 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.

We recommend highlighting any discount or special offers you have in your shop window. 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.

This article was written by Where The Trade Buys, a printing company in the UK that employs more than 150 people across the UK. Founded in 2010, Where The Trade Buys creates quality roll-up banners and other premium print materials and services via its operations in London and Sunderland.

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

http://www.independent.co.uk/news/business/news/british-employees-working-overtime-no-extra-money-record-high-68-days-additional-pay-a7607596.html

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/