A guide to making the most of your marketing ROI with pull-up banners

Coming up with an intelligent and creative design for your banner often takes up most of our time during the marketing process — but what about where you’re going to place the finished product?

Planning your placement carefully is key, otherwise not choosing the best place could see you marketing ROI drop. To reduce this risk, check out this banner placement guide from leading UK pull up banners provider, Where The Trade Buys, to discover where to place your next banner for maximum exposure.

Exhibitions can offer excellent brand exposure

Regardless of how many trade shows and corporate events you’re attending each year, don’t waste any opportunities to boost your brand. 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?

Business events are prime opportunities for networking with other people face-to-face, rather than just sending messages and emails. So, use your pull-up banner, not digital alternatives, to promote your brand. 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.

Share the physical location of your business

Even today, rather than shop online, many people still prefer to visit a physical store — if they can find it. 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.

Many people won’t go the extra mile to track you down so why not make it easy for them? 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.

You shop window is an important advertising space

Maximise your shop window and you’ll tempt more people to step into your store and become a potential customer. 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.

Strategically placed discounts and offers can tempt more customers, if you put them in your store window. 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.

Hallmark your brand at industry awards events

Does your company attend awards shows? Attending them can be great exposure for your brand and incorporating promotional banners can help. 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?

More formal award shows won’t necessarily be the ideal place for promo banners although, 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.

Do you need any more convincing that digital platforms aren’t the best place for advertising? 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!

Foyers and reception desks are perfect for placing a pull-up banner

Continue promoting your brand throughout your shop, where your customers will have the opportunity to engage with it. 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.

Why should your customers buy from you? Continue to tell them, which means shouting about your successes. 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.

Strategically speaking, a shop entrance is the best pace for marketing material. 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.

Help your company or organisation have a successful year with these key banner placement tips.

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/