We open on a tangent, but please indulge us for a moment… Why do you floss and use mouthwash? You brush your teeth, right? That’s enough for most people, why isn’t it enough for you? Because you know that brushing your teeth alone isn’t enough for comprehensive dental hygiene. You know that dental floss and mouthwash are useful in reaching those hard to target areas that cannot be reached by brushing alone. What does that have to do with advertising?
Glad you asked.
For many businesses, digital copy is the driving force behind their marketing efforts. It’s their “toothbrush” if you will. Yet, while it can help you to target the markets that matter the most for you, your reach will always be limited if you only explore digital avenues. Your marketing efforts should also incorporate print advertising if you expect to reach those hard to target areas which cannot be covered by digital advertising alone.
When many people think of print advertising they primarily think of leaflet or poster campaigns. Yet, while these can be highly effective, a comprehensive print marketing strategy encompasses not just these but roller banner advertising, too.
What is a roller banner?
What exactly is a roller banner? You’ve likely seen them all over the country although you may not have known them by their name. They can be highly effective when used indoors or outdoors and can be either single or double sided so that people can see your message no matter which direction they’re coming from.
A roller banner is a readily portable banner which rolls up and sits within a cassette-style base which also serves as its anchor. It is mounted using a collapsible pole and is desirable for businesses of all shapes and sizes because it can make a big impression yet can be rolled up and carried virtually anywhere. They are far more portable than alternatives like the L-Shaped banner.
The fact that they can be quickly and easily rolled into the base unit cassette makes it easy to preserve your advertising copy and prevent it from being damaged by environmental circumstances like adverse weather conditions.
Why use roller banner advertising?
Because roller banner advertising is static, you may (mistakenly) believe that it is limited in its potential.
Banners bring bang for your buck!
Banners can bring outstanding ROI that more than justifies the modest expense that they represent. They deliver highly location-specific advertising solutions which can grab the attention of passing foot traffic and either entice them to visit your physical location or at the very least get them thinking about your brand.
When you target foot traffic, you catch people at highly intent-rich moments. Everyone is out to do something. If they have some time on their hands, which many will, they may just take the time to check out your premises or at the very least stop and read your advertising copy if it appeals to them.
Passers-by within your target demographic are far more likely to be receptive to your message if you catch them at an intent-rich moment like a shopping trip rather than if they’re trying to check their emails or scroll through their social media feeds.
Banners are a great showcase for your artwork
You’ve taken the time to create advertising copy that is beautiful and engaging, you’ll want to showcase it on the most flattering print medium possible. You want to display it somewhere where it will not only be eye catching but vivid and lustrous.
Banners are a more flattering print medium from poster paper. They are made from a special PVC material with a matt finish which will help ensure that your advertising artwork remains sharp and clear. What’s more, the robust nature of the PVC material will help protect the integrity of your advertising copy better than paper can, which brings us to…
Roller Banners are weatherproof
Unlike paper posters, the PVC material upon which your copy will be printed is strong and robust meaning that your message won’t be diminished by weather damage or faded by the sun in the same way that a poster advert will. What’s more, you needn’t let the wind prevent you from setting up your roller banner in an area that’s prone to string breezes. It’s possible to print on a wind-proof mesh which is covered in tiny, barely perceptible holes which allow wind to pass through meaning that your roller banner won’t be buffeted around by strong breezes. Don’t worry, those tiny holes won’t even compromise the look of your artwork.
You can even buy units are are designed for outdoor use (outdoor banner stands).
Plus, as previously stated, your copy will sit in the cassette when not displayed, giving you optimal protection all year round.
Banner advertising is a great solution for any budget
Whatever your budget, there’s an effective roller banner solution to help you to communicate your message. If this is your first time using roller banner advertising, you can reap many of the benefits even with a very modest expenditure. You can save money by using a less elaborate cassette base or lower grade PVC material.
Even budget-friendly PVC roller banners are designed to be tough and durable at 440GSM. More middle of the road banners use material at 510 GSM while thicker 610 GSM banners are recommended for those who wish to benefit from double sided printing.
A roller banner can be deployed wherever you want your message to be heard
While many choose to deploy their roller banners in close proximity to their physical presence, this is by no means the only use for them. Their light and portable nature and ease of setup mean that they can be placed wherever your target audience goes. Take them to trade shows, events, exhibitions or even busy shopping districts.
In fact, when combined with a member of staff handing out leaflets, a roller banner can be a highly effective brand building exercise.
For those who wish to develop a truly comprehensive print advertising strategy, a roller banner can be a powerful tool!