Category Archives: Value


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Are Those Banners Cheap…Or Just Cheap?

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Are Those Banners Cheap…Or Just Cheap?

25.09.2009 | Author: pinsondigital | Posted in Public Relations

We have all seen the ads for cheap vinyl banners everywhere on the ‘net. Those ads where you can get a 4′x8′ banner for $60-$70.  Sounds great doesn’t it, but is there a catch? Have you really looked closely at the specs of those banners…

Material

Let’s look at what material is being used. Any banner that is to be used outdoors must be made of vinyl scrim if you want it to last more than a few hours. Anyone who is using any type of paper material for outdoors is just ripping you off.

Weight

This will be the one spec that might be hard to figure out. Chances are that if the advertisement doesn’t specify what the banner weight is, they have something to hide. You should never order a banner that uses less than 13 ounce banner material. This is the standard for outdoor durability. Most of these cheap offers are giving you 10 ounce and maybe an option to upgrade to 13 ounce at an additional cost.

Hemming

This is the process of folding over one inch of the material and securing it with either tape or stitching. This process will increase the strength of the banner dramatically and should be a FREE option on all banners you order.  I prefer using banner tape as you get a clean edge that doesn’t damage the face of the banner.

Many shops will tell you that sewing is the best, but it has two drawbacks in my opinion. The first is that sewing causes the edges to pucker, causing some image distortion. The second drawback is that sewing machines use a claw tooth foot to pull the banner into the machine and this can cause visible scuffing of the image.  These shops will charge something around $0.90 per linear foot to hem. For a 4′x8′ banner (24 linear ft) that amounts to $21.60 in extra charges.

Grommets

This is a simple one…everyone needs some way to hang the banners that they buy don’t they? Grommets are super cheap, about $0.10 each, and should be included in the price. You should have one in each corner and then one every two/three feet along all four sides.  Those shops that charge extra usually bill you $1.00 for each grommet. That is $12.00 for a 4′x8′ banner.

Conclusion

Banners can be a fantastic way to advertise your event or business. They are considered the most cost effective form of advertising. Don’t be fooled by those ads for “cheap” banners, they might not be that great a value after all.

Michael Pingree is the author of this article. I have been in the sign industry since 1993.  More information on banner printing can be found at oregonbannerprinting.com

What should my sign say?

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A successful sign will communicate effectively and concisely. Therefore, here are some general guidelines:

  • In as few words as possible, clearly communicate what you are selling.
  • A picture depicting your product or service adds impact and clarity.
  • Present the image you want to project that will attract customers and entice them to stop, shop, and buy.
  • Determine the best sign type, size, colors, and placement, keeping in mind what the sign will look like from the street and sidewalk. The proper design of your sign is critical to its effectiveness.
  • Crowding the sign with too many words or lines of text makes it impossible to read from a distance. Use as few words as possible. In general, not more than 5-7 words, with 3-5 being ideal.
  • Don’t try to sell your customers with the sign — save that type of information until they are in your place of business.

    • People are looking through a windshield, in traffic, day and night and in all types of weather. Help your customers both see andread your sign easily.

    How signs attract customers

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    Modifying Customary Purchase Habits

    One of the primary goals of advertising is to change purchase behaviors. Effective advertising can increase purchases within discrete segments of the market by introducing “intervening opportunities” along customary travel paths. This is especially so in highly discretionary areas, such as quick service foods and economy lodging, yet it holds true, also, for the business with more specialized products or services to offer.

    Generally, a business’ fixed and variable costs should be covered from a stable consumer pool, with profits coming in from unexpected sources. The right sign often prompts an unplanned stop, or changes the customer’s mind once he is on the premises. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns. Because temporary or variable message signage is relatively inexpensive, the dollars generated by such signage usually represent pure profit.

    It is estimated that 35-50 percent of the consumer population today shops outside their local area. Legible, conspicuous on-premise signage will assist in attracting a large percentage of these non-local and newcomer consumers. Further, an effective on-premise sign provides 24-hour exposure of its message to a large pool of potential customers at a fraction of the cost (when depreciated over several years) of other media. The lower the cost to obtain customer memory or top-of-mind awareness, the higher the return on advertising dollars.

    Source: SBA