To be a successful marketing tool, any well-designed roll up banner must be positioned correctly. Here we share our experience to on where to position a roll up banner at any tradeshow or retail environment.
When positioned correctly, a printed roll up can be a powerful a call to action like a checkout triggered impulse purchase in a supermarket.
Here we go through the behavioural biases and psychology tips to position your next roll up in the best position.
At the Retail Entrance
At 2m tall, a roll-up can be positioned beside an entranceway to attract new business from a distance. With interchangeable models and reskinning options available a different roll up design can be used daily or for special promotions.
A roll up banner placed by an entrance will stand out to notify customers you have a special promotion or product launch in store. By changing the graphic regularly it will keep your business looking fresh. In the past, some customers have used a double-sided roll-up banner model and deployed a different graphic for a morning promotion from afternoon deals.
At tradeshows and exhibitions, a roll up providing useful information and directions at an entranceway is almost essential.
Position Inside Entrance
Once you have attracted customers inside, the entranceway is a space to make customers feel comfortable. It is known that most people will enter a room, glance to the left and then focus more attention to items on the right-hand side. So knowing this behavioural bias, why not place an attractive roll up to the right of your entrance door. Either highlighting features of your favoured products and services or just using powerful images to set the tone of your company brand.
Roll ups placed just inside the entrance are recommended to be of the most simple in design. People do not want a to be intimidated by lengthy text and details upon entering a space. Instead, an attractive image and short catchphrase to guide customers on where to go next will be most effective.
End of a Corridor or Isle
Does your business layout mean it is a challenge to use all of your space effectively? Is your hotel restaurant at the end of a long corridor? Do you need to give extra encouragement to bring people to view the spa down some stairs?
In retail they call this concept ‘end capping’ by using attractive end-of-isle displays to entice customers to put in the extra legwork to walk along an isle they otherwise wouldn’t.
A roll-up banner could be a perfect solution, particularly when space is tight. For the design, large simple yet captivaiting graphics which can be seen from a distance and powerful to encourage a closer look. If your roll up is positioned in a small area, don’t forget the optional light fixings to illuminate your banner.
Position Beside Special Products
Did you know if a man takes an item to the fitting room he is 65% likely to complete the purchase. Knowing this, why not place a tastefully designed roll up banner beside your promoted products showing them where the fitting rooms are? A roll up banner placed beside a product can also detail the warranty and specifications to give the consumer the extra confidence to complete the purchase.
If your business is a service, why not place a roll up to the right-hand side of a brochure or leaflet?
Roll-ups in this position can contain more text and information as you are not trying to attract viewing from a distance. Instead, you are trying to inform the consumer of why your product is so great.
Extremely effective in hotels and the service industry, is to use a roll-up banner as a visual break. Watch the flow of your business premises and identify areas where people are forced or voluntarily wait. This could be beside an elevator, opposite an area of seating or beside a checkout queue.
Positioning a roll up in these hot-spot areas of where people wait can be doubly effective.
Time how long people generally spend in this area and tailor the design of your roll up to match. If consumers spend 10 minutes sat waiting, for example; a waiting room, why not use the opportunity to give interesting and detailed information. If the pause is only thirty seconds, for example next to an elevator a shorter graphic will be more effective.
One of the most neglected marketing tools by small businesses is window displays. Are you grabbing the attention of passers-by like the large retail stores are? Here an extra-wide roll up banner can be positioned as a backdrop to any window display.
Overall, roll up banners when positioned correctly can be the helpful nudge to boost your business. Whilst experimenting with the best position, remember roll-ups are very portable so can be easily moved. Despite this, the best roll up position will always be considered before the graphic design phase.