Advertising is a big business – and most companies want a slice of the action. There’s no doubt it’s a money-making business, with over £3.7 billion spent just on outdoor advertising each year. For most companies, it’s a justified investment for the sake of their business.
The key to making your outside banner a success is making sure it is positioned in the best location, and targets your desired potential customers. Before designing your banner, ask yourself, where will your potential customers be looking? What do they want to see? 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.
Where The Trade Buys, providers of outdoor banner printing, has the following tips to help you on the right track.
So, where do you position your banner? Keep the following in mind when you’re making the decision:
- 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.
- Inside your establishment – If you own a shop or leisure venue that’s open to members of the public, having a large display banner in your premises will help you to quickly and effectively promote any offers or products that you’re trying to push. An added bonus? If it’s on your property, you can change the banners as often as you feel.
- Outside your establishment – This may sound like an obvious one, but banners can be used to great effect outside your workplace. Again, you can use them to promote your latest products or services, or any 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.
Whatever you decide, it’s wise to keep the location close to your premises so that any potential new customers don’t have to travel far to find you. You want to make things easy for them – they are not likely to travel far to find you. Putting the sign near your premises gives your banner the best chance of success.
And remember: always keep in mind what your competitors are up to. You want to stand out against them. 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.
How to make an outdoor banner a success
If you’re investing your money into an outdoor banner, you want to make sure you give it the best possible chance at being successful. When designing an outdoor banner, you need to think about who you’re designing it for, what their relation to your business is and where you’re going to put the banner.
If your aim is to attract new business, it might be more worthwhile to position your banner in a wider area than outside your own business. A banner placed outside your premises to promote your most current offers is likely to be targeted at existing customers. Your decision here will dictate which direction you go in with your banner design.
Either way, for your banner to be successful, it must be attention-grabbing to any passers-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.