For any photography business, making sure that you are visible to potential customers and existing customers is crucial. Outdoor advertising can be the difference between a successful year and a failure. Last year, £3.7 billion was spent on outdoor advertising. It’s big business, and it’s understandable that you’d want a piece if the action.
So that your photography store or business is recognised anywhere there is a potential customer, you need to ensure that your banner is consistently in the right locations. Where The Trade Buys are specialists in outdoor banner printing, and have offered this advice on how to make sure your banner is always in the frame.
All customers are different, but you’ve got to decide on one question — where will your customers be looking? It goes without saying that your banner needs to be in front of potential customers. Knowing exactly who your customer is and where they’re likely to spend their time day-to-day is always a strong place to start.
Even though you probably haven’t considered all of your options, there are key considerations to keep in mind. Keep the following in mind when you’re making the decision:
Inside your premises – Any camera shop, or photography studio will be able to advertise their products and services effectively instore with a banner. An added bonus? If it’s on your property, you can change the banners as often as you feel.
Outside your premises – Banners can be used to great effect outside your workplace. Again, you can use them to promote your latest products or services, or any offers that may be of interest – offers are great way to attract new customers who haven’t worked with you before. You can also use outdoor banners to replace the company logo and signage – as they can be a much more affordable option than more permanent solutions.
In public spaces. Whether it’s building wraps or scaffolding, getting outdoor banners in high-traffic public spaces is a great way to get a lot of brand exposure very quickly.
Public events. Public events are a great opportunity to get your message across quickly to people that will already be there, so you’re guaranteed exposure. Make sure it makes sense for your business to be seen in affiliation with the event, and that the people who are attending it fit your customer demographic – otherwise they’re very unlikely to convert into customers.
Exhibitions and trade shows. Outdoor banners can be utilised for the indoors very successfully at industry exhibitions and trade shows. Make sure when you’re setting up that your banner is in visitors’ line of sight so you can attract passers-by as they enjoy the exhibition.
Outdoor banners should always be close to your premises, so that passers-by are encouraged to visit by the signage. This is important if you’re trying to attract new customers, as anyone who sees your sign and is interested in visiting is unlikely to travel far. Putting the sign near your premises gives your banner the best chance of success.
A further question to raise in terms of location is where are your competitors advertising? This should inform your decisions for two reasons – it will give you a good idea of places that work in your market, but it also may be worth avoiding so you’re not advertising in the same place as your direct competitors.
Creating an outdoor banner that has lasting impact
When designing an outdoor banner, it’s very important to establish who your target market is. Making sure you know who your audience is for your photography business is crucial. Deciding where to put your banner and the relationship it has to your business are key considerations when creating your banner.
If your banner is aimed at existing customers, it will be suitable for your existing customers. However, if it is placed within the wider area, then this is going to appeal to new customers who aren’t aware of your brand. This will help to dictate the rest of your design.
Your banner should always be striking and to the point if it is going to catch the eye of potential customers. Make sure you consider the following five tips:
1. The bigger picture. What will the banner look like when it is finally in place? Having an eye on the bigger picture will help you to work out the details.
2. Keep things clear and simple. Try not to overcomplicate your banner with lots of different fonts or too many images. Instead, strip back as much as possible and keep the message simple.
3. Your colour choices. Stick to brand colours – you don’t want your banner to look as though it is not part of your campaign, or that it doesn’t make sense within the campaign. Keep them to 1-2 colours that are easy to read.
4. A call to action. After seeing your banner, what do you want people to do? Calls to action could include:
- A visit to your premises
- Contacting you
- Visiting your website to find out more
5. The quality of the print and finish. To give your brand the best first impression it can give, then you’ll need to make sure that the print is set to a high standard and quality.