Product Spotlight: Custom Banners

Finding the right marketing mix today is more challenging than ever. With more options than ever before, and an ever-increasing focus on digital marketing, you might think there’s no room left for more traditional advertising means.

Yet in some cases, what we now consider old-fashioned analog advertising can be more effective than its digital counterparts. And they both mesh well as part of an integrated marketing strategy.

Take flags and banners, for example. They’re low-tech, simple, and depend on visual traffic. They can be a powerful tool to attract business, support a cause or promote a university. Let’s take a look at the history of these versatile products and how they have evolved over centuries to become the branding staples they are today.

A Brief History of Flags

Let’s start with a little bit of vexillology – as Sheldon Cooper would note, the study of flags. Banners and flags have been a part of our world for a very long time. One report indicates Chinese soldiers marched behind a banner as early as the 11th century BCE. Ancient Greeks and Romans later used them as well, both for battle and to indicate the presence of royalty.

Many flags began as a personal representation of a nation’s ruler(s). They eventually evolved to be more representative of a nation rather than a specific individually. Such flags were used as early as the 12th century.

The shift to national flags began in earnest around the time of the American and French revolutions in the late 18th century. As people threw off the rules of monarchy, they began to identify as citizens of a particular country. Flags became a way to symbolize unity among people, not subjects to a king or queen.

What’s The Difference Between A Flag and a Banner?

The short answer is, not much. Generally speaking, the main difference is that a flag is typically fixed at only one end to a pole or standard, leaving the other end free. Banners are generally attached to a fixed point at both ends.

Banners are commonly wider than flags, and display a logo, message or symbol. They’re used more often for marketing purposes than flags are. For practical purposes however, the terms flag and banner are generally interchangeable.

The Rise of Banners

The late 19th century saw the rise of trade unions in the United States and other countries. Union organizers and activists used banners to promote their causes. That led to the expansion of banners for other groups seeking change and recognition as well.

Modern Times

Banners and related signs have been used throughout the past 125 years to promote businesses large and small, to promote grand openings, going-out-of-business sales and everything in between.

Restaurants and food trucks use banners to promote their specials. Businesses use them to announce that they’re hiring employees or building a new plant. Apartment and condominium complexes use banners to show they have units available. Retailers use them to announce seasonal sales, the arrival of new products and much more.

Custom banners have even taken to the air. Towed by aircraft, they’re a common sight above American beaches, often advertising special events, or beach town bars and restaurants.

Why are banners so popular for promoting those things and more? Two reasons – they’re low cost and high visibility. It’s easy to create a banner with nothing more than a sheet and some paint. If you want a more professional image, of course, there are better ways. Even with professionally produced banners, however, the cost is low.

Materials

Today’s banners are typically crafted of sturdy materials such as high quality polyester that can withstand the elements. The imprints may be either silk screened or dye sublimated. The latter are especially well suited for outdoor banners because the ink is infused into the fabric and won’t peel, crack or fade with exposure.

Advantages of Banners

In today’s digital era, any non-online form of marketing might seem old-fashioned and out of touch. Nothing could be further from the truth! Banners and flags are an ideal real-world branding tool, one that gets people’s attention in colorful, positive ways.

The right eye-catching designs can draw attention from pedestrians, passing motorists and others who might not otherwise be aware of your organization. And when located inside a shopping mall, airport or transit station (where allowed), they are a constant presence that reinforces your brand to everyone passing by.

Banners don’t have to be big to do their job. A simple 12”x18” can celebrate a graduation or announce an open house. On the other hand, an 8’ tall one can announce your school’s open house, a Renaissance festival or a business grand opening with dramatic flair.

Integrating Banners Into Your Marketing Plan

As we noted earlier, banners are most successful when integrated into a total marketing strategy. It’s easy to combine both analog and digital marketing programs. The goal is to have two-way interaction between physical marketing (the banner) and your online presence.

For example, you can fly the banners outside your business or organization, then add pictures, video and comments about it on your social media sites. You can also go in the other direction – have your flags printed with QR codes on them. Potential customers who see the banner can click on the QR and go directly to your website for special offers, coupons or more information about your product or services. The interaction maximizes your visibility on both platforms.

Adding Banners to Your Marketing Mix

If you’re interested in adding custom banners to your business, we’re here to help. Our experienced staff can advise you on the right size, styles and colors for the ideal banners to add that extra dash of flair to your marketing mix. Banners are an ideal way to promote your presence in your community and increase awareness. We’ll be happy to work with you to show you the many advantages of using them. Call or email us today to find out more.