In our last blog, we gave you two examples of custom posters that had been particularly successful advertisements. In order to create a poster that is truly effective, it’s important to make sure it is cleanly and thoughtfully designed, and is ordered from a poster printer that can recreate your image successfully on paper. Here are a few more examples of custom posters to aspire to, and an explanation of why they were so effective:
- Whirlpool released a series of posters with a clean gray background and a slice of natural land in the shape of an object that would normally be cleaned by their machines in the center. The slogan was “Whirlpool 6th sense. It takes care of the environment.” The graphic created was simple but effective, since it wasn’t overly cluttered and it combined two things that are not typically associated with each other. This sort of uncommon juxtaposition of objects can help elevate a poster or custom banner from routine ad, to memorable marketing element, and the reason for its success is that this kind of juxtaposition makes people stop and think, but it also raises an environmental question that is rarely considered, when people are purchasing a dishwasher or a washing machine. Juxtaposition must be done in a manner that is thoughtful and meaningful.
- Perrier released a series of high-resolution posters that featured images from different situations, including a woman in a club, a woman on the beach, and a man playing tennis, where everything was melting. The objects and the clothes on the central subjects were melting, and they were reaching for a bottle of Perrier, which was the only thing in the room immune to the heat. The most effective thing about these posters is the skill with which the graphics were executed. An ad that is meaningful, but also visually fascinating, will run just as well as one that raises an interesting challenge.
If you are launching a new marketing campaign, chances are you have already designed a new line of custom posters, custom banners and Duratrans ads. The best marketing campaigns are those that aren’t only limited to physical ads. Here are some Internet social media marketing ideas that can help push your campaign to the next level of success:
- Develop a LinkedIn site that is compatible with smartphones, as well as computers, and begin connecting with potential customers and competitors this way. LinkedIn is a great way to connect in a professional manner, and can quickly expand your potential customer base.
- Create an Instagram account and build your brand through images that are cohesive in some manner. This could be taking photos of objects with similar color pallets, using the same filter with each photos, or only taking artsy photos of your products. However you choose to do it, make sure you update the account regularly and advertise it to your customers.
- Start a Twitter account so you can send out helpful tips, interesting articles and sale alerts. Twitter is a great way to reach customers. Many people may not be willing to give you their phone number and receive texts, but most are willing to follow you on Twitter. The tweets you send out then go straight to their phones and act in a similar manner to text messages.
- Open a Facebook account, encourage your customers to like your page, and update it on a daily basis. No matter what social media site you choose to use, make sure you are updating it constantly, in order to see the best results.
Marketers and Sellers Should Work Together
The RAIN group released a study recently that indicates leading sellers collaborate with marketers much more often than second-rate sellers do. Here are three reasons why your business will do better overall if your sellers communicate regularly with your marketing department:
- In most companies, the marketing department is responsible for analyzing customer responses and advising the rest of the company on what they can do to improve customer satisfaction. This includes creating custom posters and custom banners that accurately address any negative feedback, ordering updated material from brochure makers, developing reports on customer surveys, and more. Sellers are responsible for communicating directly with customers. If these two departments collaborate, you will find there is a smoother flow of information, directly from the customer, through to your marketing campaigns, and thus, back again to your sales.
- Sellers must be able to convince buyers that they will receive worthwhile rewards if they patronize your business. When marketing is able to create client-result case studies to demonstrate these worthwhile results, a seller can better show buyers how these results are possible and how similar results to those shown in the case study are possible for them in particular.
- Marketing departments are good at communicating how the company is better than other companies, since this is essentially their job in ad campaigns. Thus, they can help show sellers how to communicate this directly to buyers on an individual, in-person basis. This helps sellers master competitive positioning and connect with a buyer, faster and more effectively.
In our last blog, we gave you tips to help improve your print ads, whether they are on custom banners, custom posters, Duratrans, or another medium. Since there are so many print ads in today’s world, you need to spend a lot of time and thought developing an effective ad. Here are a few more tips to guide you to success in your print advertising campaign:
- Visuals: People are visual, meaning they are more likely to look at a picture, than read a block of text. In fact, statistically, 95 percent of the people who pick up a newspaper will look at the photos, while only 25 percent of them will read the accompanying articles beyond the lead sentence. Thus, if you can say something visually in your ad, do it. This means using colors, graphics and pictures to convey your message.
- Simplicity: While you should use images, your ad will be useless, if it is a collage of confusing, busy, mid-length photographs. Make sure your overall design looks clean and simple, and is readable. If the message doesn’t read clearly, or it looks too cluttered, take the project back to the drawing board.
- Compelling: Make sure your point is compelling. Your visuals should advance the overall story of the ad, and the entire ad should compel your potential customer to then visit your website, call your company, clip a coupon, or act in some other way. If they see it, like it, remember it, but don’t act on it — you may as well not print the ad.
Tips for Creating Effective Print Ads
People see literally hundreds of print adds a day on Duratrans, vinyl signs, custom posters and more, which means many people are now all but immune to the power of print advertising. To break through their mental filters, you need to be sure that your ad is dynamic, powerful and different. Here are a few tips to help you reach the audience you want, in a manner that will be effective:
- Headline: It starts with the headline; the largest piece of text on your ad. Make sure the headline has stopping power, so that people stop what they are doing to read it, and then, hopefully, read the text below it to find out more. A good way to do this is to issue a broad challenge — challenge a commonly accepted belief, or ask a thoughtful, but short question.
- Focus: Make sure the ad focuses on your consumer, not your company. People are inherently selfish, meaning they want to know how your product or service will affect and improve their life, not how long it took you to develop it.
- Uniformity: Make sure the entire ad is uniform and presents one message. If it stretches in three different directions, your potential clients will walk away confused, with no single, focused message or product in mind, and will forget your ad. Your text, images and overall design should all work together toward one, clearly-articulated end. If you are having trouble with this step, take your ad back to the drawing board, and choose a focus for the campaign, which you can then keep in mind while writing.