Advantages Of Offline Marketing

free essayOffline advertising involves the use of traditional media such as audio, print, and visual means as the platforms to create awareness of products to target customers. Offline advertising developed as the result of the desire to increase sales revenue through the communication with consumers regarding the available product options, their possible price ranges, and purchase points. Before the advent of print media, various forms of advertising were used to advertise merchandise. They included writing on the walls, signs, notice boards, and use of free samples by merchandise carriers in the streets (O’Barr, 2010). The mentioned means were sufficient but in small scale as the audiences captured were limited in number. However, with the growth in literacy, a printing press was invented, and it could produce mass copies of advertisements for distribution that eventually graduated to become newspapers – the most common form of print media (O’Barr, 2010). Consequently, other types of printing developed, which allowed the mass production of printed work, primarily books and later, printing on fabrics. The objective of this paper is to discuss different purposes of vinyl banners printing. The discussion will be touch the issue of vinyl banners in small businesses, real estate banners, trade show banners and signs, sports flags, religious banners, parade banners, and window signs.

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Vinyl Banners for Small Businesses

Vinyl banner printing is a form of advertising that involves the digital printing of graphics, images on pieces of material for outdoor advertising on large or small billboards. Small businesses use vinyl banners to advertise their products and their price range. The main concern of small businesses is to increase their visibility and the range of goods they offer. The cost involved may be huge in comparison to the amount of revenue they generate. However, when it comes to the use of vinyl banners, it allows them to increase their visibility at a manageable cost, with an advantage of the banners being durable, easy to sustain, and readily available. The polyvinyl chloride is the material, used to make vinyl banners, and it enables them to withstand harsh environment without altering the image on display, thus eliminating the need for its owners to replace them frequently. However, this comes at a cost to the environment as they are not easily recyclable. Environmentalists classify them as carcinogenic to humans. They have been found to release toxins when disposed of in the soil as they are not biodegradable, and when burnt they emit dioxins into the atmosphere (Maki, 2012). Vinyl banners could be ideal for small businesses regarding cost and durability, but considering that most businesses are small in nature, the increased use of such banners endangers the environment.

At trade fairs, where there are many similar competing firms, small businesses use banners to attract the attention of people to their stands. These banners are usually portable and retractable to make them easier to mount and fold them back once used. They make businesses distinct from their competitors. Companies also use them to announce newly introduced products to those passing near their offices or shops. Businesses have perfected the art of using vinyl banners since they know the more the number of times their message is noticed by customers, the higher the likelihood of them visiting their shop or office either for inquiries or to make purchases. Small businesses make use of banners to announce special or one-time events, such as discounts and grand sales, and to inform their customers, which also increases their sales. Banners provide them with cheap and convenient means to advertise themselves to the public. They are customizable, and they can be placed at their doorsteps, windows, or hanged in front of their shops or offices.

Trade Show Banners and Signs

Such banners are graphic displays, meant for use in shows. They may be in the form of banner stands, flat panel displays, temporary stalls, and booths. However, they require care and diligence in their placement to avoid injuries and damages to the surroundings. Most municipal authorities have guidelines on their usage. These guidelines vary, but the most popular ones include the line of sight, space, height, disability considerations, toxicity, and structural integrity among others (IAEE, 2011). Trade banners serve as advertising tools to the possible consumers of available products, change in prices, or newly introduced products. Advertising is one of the key areas that most businesses use to meet or exceed their target sales volume. Most large enterprises have budgetary allocations for advertisement. The aim is to increase their visibility among potential users of their products but at a sustainable or manageable cost. The belief is that anyone, who views such a banner, is likely to be a customer as they will query further what is on the display, and it could be the product they need. Perhaps, this provides an explanation why companies will try hard to prominently display billboards of their products either within their sales’ premises or along show grounds to attract potential clients.

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Most businesses prefer to use vinyl banners to reduce their costs as they are cost-friendly, readily available, they produce excellent displays, and they are durable (Maki, 2012). However, business owners disregard the environmental implications of vinyl materials for the surroundings. Trade show banners must be designed to turn heads and attract attention at any promotional event; otherwise, they might not achieve the intended purpose. They must be professionally conceived to draw the attention of the public instantly, and at the same time, highlight the uniqueness of one’s business. The information on them must be easy to understand and it should visually appeal to people. When it comes to the debate regarding the best material to use for making trade banners and booths, vinyl always wins as it is resistant to tearing, it produces appealing colors and bright graphics, ideal for the eyesight. Vinyl also fits comfortably in wet environments as it is waterproof; therefore, the quality of display is not compromised. The most common forms of trade banners are draped or hanging banners, retractable banner stands, customized table covers, and tents. In current economic environment, most businesses prefer to use banners, tents, and booths to advertise their services, which leads to the high sales due to the increased number of visits by potential customers to their spots. Moreover, banners are customizable, ideal for short and special sales.

Real Estate Banners

These banners are promotional materials, used in advertising of real estate business. The contents of the banners can vary, but mostly, they offer credible information about the agent in charge of the property, contacts, interiors, and exteriors of the real estate in question as well prices for the rental space or sales price for the units available. Various municipalities have their rules, governing the conduct of real estate advertisement, especially the contents and placement of the banners. These rules also emphasize on the necessity of the agents involved in such businesses to be registered and licensed for the purpose (CEA, 2011). Most real estate banners are placed in strategic positions such as roadsides, on the walls of buildings, or on rooftops of small buildings for easier sight. They are usually made of polyvinyl materials so that they could withstand environment changes and maintain high-quality pictorial image (Maki, 2012). Their sizes vary, depending on council rules, target group as well the structure of their frames, and placement location.

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Real estate banners exist in various forms, with the most common ones being construction fencing banners, property sales banners, broker and agent branding banners, development presale banners, and floor plan display banners among others. Estate transactions require massive amounts of money. Therefore, significant consideration should be placed on the design of these banners to create a lasting impression on the minds of potential customers. It helps in eliminating reluctance, associated with huge sum expenditures. On the other hand, these banners should present valid information to avoid loss of confidence by customers and lawsuits, related to misleading information. Real estate banners are advantageous to business as they increase awareness of the available space and as a result, attract more clients.

Sports Banners

Sports banners can be found mostly at or near stadiums, or roads, leading to them. The objective is to advertise a famous sports brand, which can be a team, sportswear, or a drink, associated with athletes. Banners work ideally for all sports levels from amateur levels, school teams to professional teams. These banners assist fans in cheering for their teams in a vibrant and unique way. They generate greater excitement and increase visibility for any sports teams or organization. In the case of school or community-based teams, team banners build community morale, bring friends and neighborhoods together for a common purpose. On the other hand, sports brands use the images of prominent athletes to market themselves. Thus, the use of the pictures of the best athletes in the game helps greatly. Viewers tend to associate good values they like in the athletes they see on batters with the product in question. It serves as a good endorsement for them to purchase the product (Brigham, 2011). According to Brigham (2011), consumers tend to be attracted to advertised brands rather than to the non-advertised ones as they tend to associate such goods with the qualities of the image or personalities used. Therefore, Brigham (2011) calls for the proper choice of the image as it may contribute tremendously to the sales than the quality alone would do. To produce quality and lasting image, which is at the same time economical, most advertisers prefer to use vinyl banners.

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Various factors should be considered when designing sports banners. They are colors, content, visuals, and imagery as well as competitors. The colors of sports banners should be bright and catchy, which will enable them to be noticed freely. They are to represent the brand advertised. For instance, a team banner should easily integrate with team colors. Contacts should be provided on the banner to allow customers to connect with the brand easily. Content provided should be easily digestible, visible, and with several eye-catching words. It is also ideal to look at the competition. Having a look at the banners of competitors gives ideas on how to design and present the banners of one’s brand. It provides the first-hand insight into the audience of their banners as well as their reactions. In sporting events, banners can be used to promote teams and to earn revenue by having sponsors pay for the inclusion of their brands on a given sports banner.

Religious Banners

These kinds of banners are mostly used to advertise upcoming religious functions or disclose the location of religious institutions and their affiliations. They are also displayed in government institutions, such as courtrooms and offices, to recognize the significance of religion in the governance of the country. However, there is a growing resentment in many countries towards the role of religion in government affairs. The feeling is that the state and religion should be separate (Lupu, Masci, & Tuttle, 2007). Some nations have formulated laws to criminalize the use of materials, purported to promote religion in public places, which has led to a decline in the use of religious banners.

In modern churches, banners are used to direct people where to go. They are also used to communicate faith driven themes, missions, and select scriptures as well as advertise upcoming events, for example, mission outreach, Lent, and Christmas events among others. Most churches prefer vinyl made banners to save cost without compromising the quality. They are also simple to install and take down. One needs experts to install them, just like billboards. They can be hung, draped, or strapped against posts or on frames. The most common form of banners is vinyl clipped banners since clips and elastic cords offer an excellent flexibility in mounting and display. Other alternatives, for example, vinyl mesh banners provide good stage backdrops, and their perforations allow them to withstand windy conditions. When designing religious banners, considerations must be made on intended theme, season, or the event. Banners should be customized to fit the intended purpose. Otherwise, they may not be effective in their communication of message to target audience. Benefits associated with the use of banners in religious institutions include the creation of worship atmosphere before religious function as they prepare peoples’ mind to what they should expect. In the case of a multipurpose building, they can be used to cover notices by other organizations. They also create cohesion among the congregants as each banner requires careful thinking, study, and a variety of artistic skills of their creators. Lastly, churches prefer to use banners for cosmetic purposes. Flowers are known to occupy much space and to last for short time. However, an image of a flower on quality vinyl material offers almost the same floral display for a longer time. Nowadays, religious institutions use banners to announce their presence, advertise special events, and to attract potential congregants.

Parade Banners

Parade banners are common in marching processions such as school and civil society protests or parades. Usually, they have messages denoted on them with the aim of drawing attention to the people around, which requires them to produce quality imagery and inscriptions visible from a reasonable distance. At the same time, they should be lightweight for people to carry them easily. They must also be flexible in such a way that one can fold them after the end of the procession. However, this applies to the banners that are meant for use more than once. Thus, paper banners are not durable, and the quality of their images is not as good as compared to those of polyvinyl materials. Consequently, vinyl banners provide real solutions as they are flexible, light to carry, and above all, they offer quality and lasting images for the viewers. Decomposable paper banners fit into the category of biodegradable materials encouraged by environmentalists as they are light and they decompose readily without the release of toxins into the soil (Maki, 2012). Thus, vinyl materials were the best display solutions when not factoring the environmental consequences.

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A parade banner must be able to highlight its purpose in a simple way in either artistic form or express use of few but enlarged words. Block letters with large fonts are ideal for this purpose. Such banners should have a cognitive effect, or the capability to tell others what this parade is about with ease. It helps in drawing crowds in support of the show. The use of many different colors is not encouraged as it makes it harder to read them. Style is another factor to consider. Horizontal banners are ideal for organized parades, whereby all people walk behind them to avoid obstructing the view. Vents should be provided to allow the wind to pass through. Otherwise, banners will be torn apart. Only vinyl material can withstand wind pressure as it passes through perforations in it effectively without tearing the material. The size of the banner should take into account whether it is one man or a group thing for easier portability without affecting the visibility of the text on it.

Window Signs

Window sign is a form of advertising that takes advantage of full window space to advertise or display products available to customers. Such signs are found mostly in the shape of beautiful graphics, stickers, or placement of banners on the face of the window panes. They are made expertly in such way that they produce good visibility without distracting the view of the interior from the outside. Window signage should be straightforward and able to draw the attention of those passing by. Opaque materials that hinder view from the exterior are discouraged; however, this choice may depend on the intention of the user. The most common forms of window signage are the opaque decal, clear decal, and frosted window sticker. They serve the same purpose but slightly in a different way. A clear decal is a transparent vinyl that allows the audience to the see the image on display without inhibiting interior of the premises. An opaque decal allows sight not beyond the picture on it due to the opaque vinyl material used. Frosted decal provides an aesthetically pleasing view as it is indistinct to the prying eyes.

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According to Council for Estate Agencies (2012), materials for window signs should only cover a given proportion of the window but not the entire area. The recommended coverage of any window signage is not more than 30% of the window area. Nowadays, businesses prefer to use a form of vinyl decal known as vinyl lettering on their glass doors to communicate what they offer and their addresses. It is very common for corporate offices and retail stores. The reason behind their choices is that a vinyl decal easily withstands ultraviolet rays and rains without being reused. Window signs provide an inexpensive platform for advertising since it is easy to change, it increases brand awareness, creates curiosity, and promotes sales and offers. In comparison to billboards, one neither needs to enter into long-term commitments in putting them up or spend much time, money, and energy while changing them.

Conclusion

Therefore, vinyl banners are the most commonly used ones in print advertising. They are popular because they are light, durable, and resistant to harsh weather and tear. Above all, they produce quality displays that draw the attention of target audience because people are more inclined towards visual things than audio ones. Vinyl banners serve different purposes in various sectors. The discussion has mentioned their use in sports banners, in small businesses advertising, real estate banners, trade show banners and signs, religious banners, parade banners, and window signs. Although vinyl banners are ideal for print advertising, they are not good for the environment as they do not easily decompose upon disposal. They release toxins harmful to life; therefore, there is a need to devise ingenious ways of using and disposing of polyvinyl materials or develop an alternative that can produce a similar or better display with no costs to the environment. Strict laws are needed to regulate the usage of vinyl materials to curb their misuse and to ensure that the parties involved handle the materials responsibly.