Maximise your ROI with a strategic banner placement strategy

Marketing isn’t just about creating an eye-catching design and packing your product with promotional material. Many business owners and marketers need to consider where they will place their printed products once they’re complete — put them in the wrong spot and your ROI could plummet!

If you want tips to make sure that you’re placing your carefully crafted advertising roll up banner in the best location for maximum ROI, check out this guide. From store window to trade show, we have the advice you need to boost your next marketing strategy.

Outdoors to signpost your business

Research published in The Independent discovered that UK workers are doing more overtime than ever. Reportedly, 60% of participants in the 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 you’re based on the high street or in a shopping complex.

Even if finding your store isn’t easy, you can counter this setback using promotional material. 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.

At an awards show

Award shows are prime places to maximise your marketing ROI and there are many industry-specific ceremonies 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 it’s a glitzy red carpet/champagne drinking affair which won’t necessarily be the place for advertising material, you can use your promo banner at an 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.

While digital ads and videos are great for reaching people, they typically won’t stay in the mind as much as print material for advertising purposes. In fact, a 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!

In your reception or shop entrance

Your customer is in your store and now is the perfect time to promote your business further. 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.

If you have something to shout about, then use your reception-based pull-up banner to do it! This could be anything from being a successful., family-run company to being in business or five or ten years. Achievements 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. 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.

There have even been scientific studies to examine how effective different parts of a shop are when advertising to consumers. 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.

At a trade show or corporate exhibition

If you want to network and get noticed, you need to be taking part in corporate events. 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! But, you need to make sure you stand out at these events to make them worth your time.

By using booklet printing and other print marketing materials, you can make a positive impact at your next corporate gathering without the use of digital alternatives. 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.

In your shop window

Window displays are essential to any physical store — and windows are an excellent location to place your promotional banner. 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.

Are you offering any special discounts or offers using your pull-up banner? If so, 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.

Clearly, you have a variety of options when it comes to pull-up banner placement. Bear these key tips in mind to maximise your ROI!

 

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/