Digital economy
has created various channels for marketing departments of business
organizations to increase visibility and improve branding. However, creating
the right metrics to measure the effectiveness of campaigns is a challenge:
most businesses seek tangible numbers while digital economy is all about
various intangible benefits.
In such a
scenario, trade show participation continues to be a reliable mechanism to
create impact and show numbers at the same time.
Tradeshow collateral
Maximizing ROI from
tradeshow participation requires a well-orchestrated strategy. Marketing
paraphernalia include brochures, handouts, takeaway gifts, order forms, booth
graphics, banners and banner stands.
More about banner stands
Banner stands are one
of the most popular tools in the hands of marketers. Unlike static booth
graphics, you can move around banner stands with ease, and experiment with
their placement at different locations for maximum impact. Furthermore, you can
replace easily the artwork to cover a wide range of messages and offerings. For
this reason, they go by the name Pop-up Displays.
Banner stands are
of different types depending on the size, the location where they are used and
the material used for the graphics.
Retractable banner stands
Retractable
Banner stands, the most
popular option, offer
convenience and sophistication in a cost-effective manner. Here, the artwork is
rolled into a floor-mounted base, rolled up and propped up with a pole.
· Material: The artwork is generally made of vinyl,
which is long lasting, easy to maintain, and comes with a protective carrying case.
· Panels: These can be single or double sided
with snap-open rail and tension control.
· Base styles: These can be truss, pedestal or
diagonal, in either anodized silver or black finish.
· Artwork: Digital printing in full-bleed makes
these banners stand out even from a long distance.
· Illumination: Illumination is
possible to maximize impact, as is done in retail showrooms and exhibition
centers.
· Cost: Common models feature pre-installed
graphics, where the artwork retracts into the base; high-end models feature
cartridges for replacing the artwork with ease.
Tabletop banner stands
Tabletops, as the
name implies, are smaller and placed on a table. While the retractable banners
entice visitors with catchy messages and graphics, tabletop ones make the
visitor reflect on the offerings and arrive at a decision. Here again, the
tabletops can be propped up horizontally or vertically and they come in
different materials and sizes.
Poster stands
These are the
oldest form of banners featuring a static pole and a panel for the artwork to
fit in. These can be single-paneled with single or double-sided artwork or
double-paneled where the panels are joined at the top and moved apart to form
an ‘A’.
Backdrop stands
These are used
when larger and heavier banners need to be flexibly placed at an event or
commercial enterprise. The stand consists of a sturdy metallic frame made of
two or three poles. The artwork is attached to the frame using custom hardware
such as hems and grommets, snap rings, wire-locking rings and s-rings.
Banner stands may
appear a simple and straightforward choice for marketing managers. However, for
best results, you would do well to engage a reputed
professional signage company
who are update on innovations in this area and can maximize ROI from your
expenditure.
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