Advertising online is definitely the wave of the future but for those of you who still have to rely also on traditional advertising to get people to notice you such as businesses with physical locations or trade show exhibitors, a full-color vinyl banner can’t be beaten! Sometimes a simple vinyl banner will do but when one gets exposed to constant advertising such as in a trade show environment it can be very easy to get overwhelmed with all the options available. How is it possible to stand out? Just making the biggest and worst custom sign isn’t always the point here so I’m here to discuss three factors that will greatly improve your ability to connect with your customer.
Before we even begin it should go without being stated that one should always use the best quality materials you can afford. A very important factor to consider is where the banner will be placed. If you plan to keep it inside such as in a trade show, one can get away with thinner material. If the banner is to be used mainly outside, thicker material is critical as well as reinforced webbing and hemming. Now that you’ve picked the correct material to use, let’s get to work on crafting that perfect message to your customer.
Picking the Right Image
Choosing the proper images is very important. Try to use images that connect to your prospect on an emotional level. Don’t just think that because the models are attractive that you’ll get the result you want. Keep in mind that it’s the images that will usually first capture someone’s attention to your banner. If at all possible, compose your images in a way that conveys the benefits of your product to the prospect. Keep in mind that this is not about you or your product but what your product or service can do for your potential customer. Logos are important especially when you have a popular brand, but make sure not to overshadow the main purpose of the supporting images job to convey a story. If someone can infer the story being told just from the pictures alone, you know you’ve done a great job.
Of course, it’s not always possible to craft a story with just images especially if you’re limited to the size of your custom vinyl banners. This is the role of text, to bring the message home! Don’t just try to put the words “Buy Now” and expect to get a result. Remember, the goal is to tell a story with the main benefit being in the best interests of your customer. Try to express this as much as possible, the major result your product or service will provide. Be persistent since this may not come easily to you especially if this is the first time you’ve ever thought about this before. Do your due diligence and monitor what others are doing, especially your competitors. Take notes on things that catch you or your prospects eye and try your best to incorporate this in your advertising, working on improving whatever you can.
Color is one of the most neglected things considered by many people in their advertising. The proper color choice can make a huge impact on your marketing message. Don’t use just any color because it’s your favorite or because it attracts the most attention. Choose your colors skillfully according to the emotions you are trying to tap into. Warmer colors such as red, orange, yellow are appropriate if you’re trying to portray energy. Cooler colors such as blue, cyan portray more serene images. There are plenty of design books out there about color theory so study more of those to understand that much of this depends on your market but always remember to consider the emotion you are trying to achieve.
The mixing of the above three factors needs to find that perfect mixture in order for you to achieve success in getting your message across to your potential customer. It may sound like a lot of work but once you get it right you won’t be able to stop people from being attracted to you..and isn’t that what we all want?