Businesses are more aware than ever of the importance of marketing and advertising for the success of a business or campaign. With so many methods to choose from, it can be tough to decide which option is best for your company. Last year, £3.7 billion is spent on outdoor advertising. It’s big business, and it’s understandable that you’d want a piece if the action.

However, for any outdoor advertising to be successful, it needs to be located in the right place to catch the attention of your target audience. Specialists in outdoor banner printing and Saddle Stitch book printing, Where the Trade Buys have offered up this advice to make sure that your banner is in the right place.

Once you have decided who your target audience is, you must consider where they will be looking. Your banner needs to be there for them to see. There are many key considerations to evaluate when establishing where you banner should be placed. Keep the following in mind when you’re making the decision:

• Inside your establishment – If you own a shop or leisure venue that’s open to members of the public, having a large display banner in your premises will help you to quickly and effectively promote any offers or products that you’re trying to push. An added bonus? If it’s on your property, you can change the banners as often as you feel.
• Outside your establishment – 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.
• At public events. Public events such as marathons, festivals and more are usually highly populated with people, so you’ll be able to get your message to many very quickly. 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.

You should look for prime locations near your premises. Locating your banner far away from your venue might put off potential customers – if they see your banner and are interested, make it easy for them – they won’t want to travel far. Putting the sign near your premises gives your banner the best chance of success.

Also ask yourself: 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.

How to design an impactful outdoor banner

With your target audience in mind, you should design your banner considering how you can attract their attention, for all the right reasons. This will help to dictate the rest of your design.

Make sure you consider the following five tips:

1. The bigger picture. How will the banner look when it’s full-size and 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. Your colour choices should be eye-catching whilst simultaneously reflecting your brand. Keep them to 1-2 colours that are easy to read.
4. A call to action. What do you want people to do after seeing your banner? 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. You want precise printing and a high-quality finish to give your brand the best chance of a good first impression.