What do we want as a business?
To grab our customer’s attention!
When do we want it?
Is it still useful nowadays?
It can be difficult to decide what the most cost-effective way to allocate your marketing budget will be. There are calls for social media marketing, shoppable posts, personalised flyers and pullouts, email send-outs, Instagram accounts, and even TV adverts.
But ask yourself – what has the highest guarantee of being seen, no matter all the clutter? Using a banner is a timeless approach to your display marketing campaign.
Why choose a banner over other products?
If you’ve been keeping an eye on our social media (follow us on Facebook and Instagram for more important updates), you’ll know we love our banners. We always make sure to have at least one pull-up banner in most of our videos, and we have an extra Pull-up banner, X-banners and PVC banners and a Wall banner for when we market outside of the office.
The first thing you should take away from this is that banners have endlessly creative options. You can make it as fundamental or artistic as you want. You can use colours (something we recommend) to create meaning or target specific demographics or audiences. There are no limitations to what you can do with them.
Secondly, it’s cost-effective. Seriously cost-effective. A durable sign or banner can last years, and a well-placed sign can separate you from competitors on a daily basis. They are designed to stand-out. This stand-out factor leaves a noticeable impact on your businesses CPM (costs per mille; the price an advertiser pays for an advertisement to reach 1000 members of its intended audience).
The higher your CPM, the less cost-effective the advertising medium. For example, the knowledgeable and renowned marketing expert Brandon Gaille puts the CPM value of one on-site sign at $0.02. Considering a single TV commercial has a CPM of $9.82, posters and banners are savvy investments.
Banners are crazy good for brand visibility: fact or fiction?
According to a study by the University of Cincinnati, 3 out of 5 people state they have driven past a business they were looking for because the signage was too small, unclear, or absent. Think of the custom these businesses could have accessed if they had invested in clear and valid signage and banners.
There are whole studies dedicated to displaying marketing effectiveness. The International Sign Association reported that a well-placed sign could expose local consumers to your brand about 50-60 times per month. The Association additionally consulted with Best Buy in the U.S. and found that 17% of its customers were impulse buyers who only stopped at the stores because they saw a sign.
The simple rules of signage.
To unlock your banner’s utmost potential, there are a few simple rules you’ll need to follow. Placement and design of your banner or sign is what will make it truly useful. Ideally, you would experiment with different, temporary banners before committing to one position or design; but this isn’t always an option.
The general rule of thumb with banners is to keep it simple and attention-grabbing and remembering function is just as important as beauty (I lesson I learnt through several poor shoe choices)! You need your banner to be visible, near both foot (pun intended) and car traffic, and variable.
Variability in signage refers to how accessible it is to a range of people. It’s no use having your sign up too high if there aren’t any stairs or a walkway to drive-up customers view. There’s no use using masculine imagery if half your target audience won’t identify and relate to it. This requires some thought and strategy.
3 questions you need to ask before ordering your banners.
1. Where is the best location for your target audience to see the banner?
You know your customers, and you know who they are. So put yourself in their shoes (literally) and take a walk up to and around your store. Where would a sign be most visible? Will you be targeting foot traffic or people driving by? If you are targeting people in cars, perhaps placing your sign at an intersection would be the most effective use of your banner. If you are looking to target foot traffic, you’ll need your banner to direct passers-by into your store.
2. What message does your banner send?
If you want customers to know about a sale in your store, it makes sense to put the word SALE in big, bold letters and leave your banner uncluttered with graphics and other information. If you want customers to know about particular products, then the banner should feature and centre on these products. Display Marketing works best when businesses use a clear and concise message. To say something clearly, you have to know what it is you want to say in the first place.
3. Does your banner design grab at the customer’s attention?
ATTENTION! Even just a change in size can be enough to re-enthuse and grab at passers-by.