How to use your promotional Banners effectivelyJune 6, 2018
There are multiple thinking caps involved in any promotional venture. There’s the finance team that has to pay for it. They’re driven by ROI so they’d rather have a single portable banner that covers every detail and can be re-used forever. There’s the marketing team who want big and shiny so that people talk about it.
There’s the design team, that wants it to be pretty even if it doesn’t really say anything. They value pictures over words, and if they could get away with it, they’d have wordless graphics banners that ‘speak for themselves’. There’s the communication team, who often prefer concise creative wording full of puns and inside jokes that no one else might understand.
Finally, you have the printer, who just wants everything simple, crisp, and clear, delivered on time, with a workable layout and no last-minute edits. They are likely to overlook a typo if its visual appeal and print quality is high enough. For promotional banners to be effective, all these stakeholders have to compromise and work as a unit without killing each other.
Pick a single message
The most common mistake in promotional banners is trying to cram in too much information. It makes the banner too busy, and the visual crowding will confuse the customer’s eye, making them stop looking at the banner. If you have too many words, they may read the first line and lose interest.
If there are too many icons and visual elements to look up, their eyes will glaze over and their brains will be confused as they try to decide what to remember and what to ignore. They could end up dismissing the whole thing as irrelevant and not worth the mental effort. Instead, pick your primary message and focus on that. You could always create a series of banners to cover all your communication. Street poles are good for this approach.
Clever use of context
Have you ever looked at a billboard or commercial and felt the instant urge to buy that product or order that service? It’s not entirely due to the efficacy of the ad. Sometimes, it’s more about the context, which includes both time and location. Think about it this way. If you were driving through the desert on a sweltering day and you saw an ad for a beach holiday on a tropical island, would it move you? Probably not.
But if you saw an Alaskan cruise ad with snow caps in the background, it would certainly look appealing. If you have digital displays, choose effective time slots, like dreary Mondays for vacation ads, lunch hour for food products, or 4.00 p.m. for bars, clubs and drinks. For stationary banners, match them with the surroundings.
Bunting flags are those little triangle shaped flags that you sometimes see cordoning off a section of space. They’re strung together and are great for marking boundaries, but that’s just one way they can be used. Instead of just zoning off a restricted section, you can use them as an identity marker by ordering them in your brand colours.
You can also have letters, words, logos, or icons printed on them, as an additional communication tool. They’re very small, so keep it simple, using a single letter or a single logo on each flag. If you must use words, they should have three to four letters per word. Arrange the buntings in a sequence that spells out your promotional message. It could be something as basic as ‘sale’ or ‘50% off’.
Outdoor banners need to be resistant to harmful ultraviolet rays and damage from wind and rain. Your vinyl banners printing has to be high quality to prevent fading, chipping, scratching, or ripping, so make sure you get the right printer. They should have machines that provide visual clarity and crisp imagery, and their vinyl should be top notch as well.
Working with the right printer can save you money, not just in their pricing but also in the longevity of your banners. If they can be reskinned and have their graphics interchanged, then you can invest in them once and use them for years. You also need to choose the right banners for the right function.
If you’re at a trade expo, a full-display booth is more effective than a single media wall. If you’re aiming at a younger demographic, interactive digital banners that shift ever few seconds are more useful, because young people are more easily distracted. If you’re printing a large-format banner, select a more generic concept that can be re-used in various promotional settings. And always have a clear strategic plan before putting ink to vinyl.
Saidul is an online blogger writing on various topics like online marketing, business and finance. Apart from writing, he likes to read books, watching movies and listening music. He has been living in Sydney since 2015.