Roll-up Banners

Ten top tips to successful roll-up banner displays

Roll-up banners have become practically standard issue in the marketing toolbox of every business. Whether attending exhibitions, sponsoring events or during networking meetings, a roll-up banner can be a great way of promoting your business, products and services.

There seems to be an ever-increasing array of companies selling roll-up banners but how do you ensure you are getting the right roll-up for you?

Over the years we have seen some great examples of effective roll-up banners but we have also seen the worst. In this booklet you will find our top ten tips on the things you need to know before buying new or replacing existing roll-up banners.

Roll-up Banners

1 1)Less is MoreThe most common mistake made with roll-up banners is using far too much content. A roll-up banner is bigger than most other marketing collateral, which is often interpreted as ‘loads of space that needs filling’. This is not the case, in fact, the reverse is true. In most cases, the bigger the banner, poster or media – the less text should be used.

Roll-up banners are intended to capture the reader’s attention, which is best achieved with a short, punchy, attention-grabbing headline. If you look at the front cover of a tabloid newspaper the headline is to attract your interest and make you read further – this is the job of your roll-up banner.

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The second tip is to choose one message and be focused. Along with using too much text, many roll-up banners feature too many messages. The result is confusion, conflicting information and an overall loss of impact. Remember, your roll-up banner is about attention; you don’t need to give detailed information. Make a bold claim (as long as it is truthful) and let the reader ask you ‘how do you do that?’

The ultimate aim is to break the reader’s preoccupation with something else and start thinking about your message.

Focused Message

2

Maximise ImpactDespite being bigger than most of your marketing literature, the prime space on your roll-up banner is quite limited. At two metres in height the most valuable area is the top third of the graphic, as it is least likely to be obscured. Roll-ups are normally used in spaces where there are a large gatherings of people. Your roll-up sits on the floor, so from a distance the bottom half is potentially obscured by tables, chairs and other furniture making the top third section the area you must utilise to maximum effect.

Prioritise your message so that your headline appears at the top and less important information positioned lower down with, the least valuable content towards the bottom.

3

Quality CountsWhen you are using big graphics the quality of text, images and logos needs to be appropriate for printing at a large size.

A logo taken from a website has been optimised for use online and will simply not enlarge to a scale suitable for roll-up banners. You need high resolution images and where possible vector-based formats of logos and other illustrated graphics. A vector file contains raw information that means the image can be enlarged without any degradation of quality. Typically these type of files will end with the extension .ai, .eps or .pdf.

Image files contain no raw information, therefore, as you enlarge the image its quality is reduced proportionately which ultimately limits the extent to which it can be enlarged and still look sharp. Image files typically have the extension .jpg, .tiff or .png and although not entirely accurate, a rule of thumb is that the file size will indicate the quality. 4

Call to ActionIt is important to consider what you want the reader to do next after seeing your roll-up banner.

When at an exhibition you may want them to talk to you, or maybe direct them to a specific page on your website. Whatever the intended response be sure to include a ‘call to action’ and incorporate this into the design.

Don’t forget your contact details such as telephone numbers, email addresses and website. Quick reference (QR) codes are a great way of linking to a website or initiating an email without the person viewing the message having to write anything down.

5

Not Created Equally‘All roll-up banners are the same right?’ Quite simply the answer is no! The roll-up consists of two parts; the roll-up mechanism and the printed graphic. The mechanism is the roll-up unit base, the header bar that fixes to the top of the graphic and the pole. Broadly speaking there are three different ranges of mechanisms; economy, standard and premium, providing a choice of over 20 types of system with various advantages to each. Cheap roll-up banners are usually a combination of an economy mechanism and a low-cost printed graphic (more on graphics later) which can be ideal for very infrequent use. Budget systems tend to have one or two feet that twist out from the base to support the system, whereas premium units have wider bases that do not require feet. Other differences include the build quality of the mechanism and overall weight of the unit, which affects durability and stability. If you need a roll-up banner that is durable and reliable, then you may need a standard or premium mechanism – don’t be fooled into thinking they are all the same.

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Media MattersAs well as the roll-up mechanism, the print media used for the graphic makes a huge difference to the appearance and longevity of the banner.

Roll-up media should have stop-light properties, which prevent light penetrating through the reverse of the graphic and maintain maximum image density.

There is a huge range of media on the market; cheaper roll-ups tend to use less durable print media, while, for a slightly higher investment a number of specific products have been developed. The main benefits of premium print media are anti-curl properties – to ensure that the edges do not curl from stretching that can occur during repetitive use – and scratch resistance to preserve the printed image. In some cases a protective laminate can be applied to the face of the graphic for longer term protection and these options should be offered to you when ordering your roll-up banner. 7

8Walk on the Wide SideGiven the amount of choice on offer it is surprising to see the number of roll-up banners that are the same width, which is typically 800 millimetres.

Did you know that roll-up banners are available in widths in excess of two metres? If you have space for something wider, ask your supplier what widths of roll-up banner they can supply you. It is also possible to have a double sided roll-up banner which has two graphics within the same base. This will depend on the mechanism which dictates the media width and whether double sided graphics are an option. There are 800mm, 1200mm, 1500mm and 2000mm widths available across a number of different systems.

Indoor vs OutdoorStandard roll-up banners are designed for internal use and are not suitable for use in outdoor conditions.

If you plan on using a roll-up banner outside then you will need an alternative system specifically designed for this purpose – there are several options available.

Selecting an outdoor system will ensure that your banner is not blown over with the first gust of wind or destroyed if you are unlucky enough to have rain.

Typically outdoor systems have much wider feet or water-filled bases that give them stability when used outside and use materials that are not affected by water.

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OK, so this guide is about roll-up banners but not all vertical banners retract into a cassette and are designed for more permanent use. Although roll-up banners can be used in a variety of ways they are intended as portable units that will be put up and taken down. If you like the look of a roll-up banner but want something that will be permanently displayed, for example in a foyer or reception, a static banner stand might be more appropriate.

Although a static unit lacks some of the portability benefits when compared with a roll-up, they are more robust when used for extended periods. There are several styles of static banner so be sure to decide which you need before placing your order.

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Portable vs Permanent

After reading our Definitive Guide you may realise that there is more to developing a logo than you thought. We are here to help, using our proven ‘Four Cs’ formula:

Consultation – the first step of any project is to talk it through with you to ensure we understand the requirement.

Comparison – knowing what you want we can then provide you with the various options that are available to you including any available alternatives we feel might benefit you.

Choice – having been professionally advised you can now make an informed decision based on our advice, your budget and any other factors that are important to you.

Consistency – by establishing a working relationship with you we will ensure that everything we produce is consistent in terms of quality, service and reliability.

JNB Publishing has a team of qualified and experienced graphic designers, helpful account managers and highly skilled production team that are always happy to help. Whatever your project, big or small we are always delighted to offer a competitive solution.

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Banners

Box Canvases

Brochures

Direct Mail

Exhibition Displays

Flyers

Leaflets

NCR Pads

Photobooks

Posters

Presentation Folders

Promotional Items

Pavement Signage

Stationery

Tickets

Outdoor Signage

PublishingJNB| DESIGN

PRINTINGPUBLISHING

ADVERTISING01582 416171www.jnbpublishing.co.ukThe Treacle Factory, 2a Reginald Street, Luton LU2 7QZ

Marketing | Design | Print | Digital MediaBringing it all together... a refreshing approach to marketing

Banners

Box Canvases

Brochures

Direct Mail

Exhibition Displays

Flyers

Leaflets

NCR Pads

Photobooks

Posters

Presentation Folders

Promotional Items

Pavement Signage

Stationery

Tickets

Outdoor Signage

PublishingJNB| DESIGN

PRINTINGPUBLISHING

ADVERTISING01582 416171www.jnbpublishing.co.ukThe Treacle Factory, 2a Reginald Street, Luton LU2 7QZ

Marketing | Design | Print | Digital MediaBringing it all together... a refreshing approach to marketing

design | print | digital mediabringing it all together... a refreshing approach to marketing

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