Wide format printing can make a big impact when it comes to branding your business and drawing in new customers. Luckily, business printing services are making it increasingly easy to print custom wall graphics, advertising banners and large posters. Despite the prevalence of Internet marketing, 76% of small businesses report that their ideal marketing campaign includes both digital and print strategies.
The other good news is that business printing services are surprisingly affordable, even for small businesses on a tight budget. But if you’re too small to have in-house graphic designers and copywriters, how will you design your ads? There are many factors that go into designing high-impact print advertising, but these are the five elements you should always make sure are on your ad when you’re getting started:
- Your Company’s Name:
Big companies can get away with omitting their names, using only a logo or distinctive design to let consumers know whose ad they’re looking at (think of Apple ads). But if you’re a small business, don’t be tempted to make your ad overly mysterious. The intent of advertising is to get your name out there.
- What Your Business Does:
You may think this is made obvious by your business’s name if it’s something like Brooklyn Auto Repair or Banner Printing NYC. But make sure your viewers walk away with a clear representation of the services you provide. You don’t want to clutter up the ad with too much copy — the larger ad space afforded by wide format printing should be used for larger font sizes, eye-catching visuals and white space — so come up with multiple examples and test them on several people to see which makes the most sense using the fewest words.
- A Call to Action:
A call to action, in marketing, is a direct instruction given to the viewer. The classic example of a CTA is “Call Today!,” but you can be a little more creative. Just make sure you’re telling your viewers what they should be doing after they see your ad.
- Contact Information:
If you’re calling your potential customers to action, make sure they know where to call. QR codes and similar technologies can be a convenient way to help your customers find you (since they can scan the code with their smartphones and be taken directly to your website), but don’t forget that these codes sometimes fail to work. At the very least, include a phone number and web address.
- Supporting Visual Elements:
Potential customers on the move won’t spend too long looking at your ad, particularly if it’s a large format ad placed outside. Visual elements are the best way to maximize your impact, so choose something with bold colors, leaving plenty of white space so the viewer can focus.
Depending on the business printing services you choose, your print company may be able to provide you with some advice as well. And digital printing — which uses a process more like your home or office printer on a larger scale, rather than creating custom plates and layering inks as in traditional offset printing — allows for affordable printing of smaller runs. So if you’re supplementing your wide format ads with smaller pieces, take advantage of this opportunity by trying a few different strategies to figure out what type of print advertising is most effective for your small business.