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 beat! In a perfect world, a simple message on a banner would suffice however once one sees the competition that’s out there especially when being bombarded with advertising in a trade show environment, it’s easy to get overwhelmed with the choices. Is it even possible to stand out? Having the biggest and coolest sign is not always the point though so I’m here to discuss 3 factors that can improve your ability to connect with your customer.

In order to be thorough it must be stated that one should always choose the best quality materials you can afford. One major thing to consider is whether the banner will be inside or outside. If your banner will remain on the inside such as in a trade show, you can get by with thinner material. If you plan to use this mainly outside, a thicker banner material is of utmost importance not to mention the addition of extra webbing and hemming. Now that you’ve settled upon the proper materials to use, let’s get to the exciting part of getting your message across.

Images

Your choice of image is critical. 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. Be aware that it’s usually the image on your banner that will first capture their attention. The smartest move would be to compose your images in a way to convey the message you’re trying to get across. Don’t forget that the main purpose is to express the benefit of your product or service to the prospect and not about how cool or awesome you are. I agree that placing logos on the banner are important but don’t let them overshadow the purpose of what the supporting images should be doing. You know you’ve got it right when one can tell from your pictures the meaning without being told.

Text

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! Simply putting the words “Buy Now” will not get you the result you want. Remember, the goal is to tell a story with the main benefit being in the best interests of your customer. Think about what major result your product or service will provide and try to express this on your banner. Be persistent since this may not come easily to you especially if this is the first time you’ve ever thought about this before. Keep aware of what others are doing in order to learn more, especially watching 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 Choice

Color is one of the most neglected things considered by many people in their advertising. The proper color choice can make a huge impact in your marketing message. Picking the loudest and brightest colors you can think of shouldn’t be how you choose. Pick colors 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. Although this is just a brief overview of what needs to be done, don’t stop to keep striving in improving your message as when you get it right, you won’t be able to stop the flow of people rushing into your business.