Shaken & Stirred - Influential Brand Profiling and Positioning

How to get the most from your poster advertising campaign

It’s all too easy to overlook the value of so-called ‘traditional’ marketing methods, such is the hype surrounding the latest developments in digital marketing.

Nevertheless, offline marketing can still play a valuable role in promoting your brand, product or event effectively. In this guide, we focus on advertising posters and how to creatively capture the imagination and interest of passers-by. With thoughtful planning and a little ingenuity, poster advertising campaigns can significantly boost the image and visibility of your brand.

Eye-catching design

Although it’s a cliché, if there’s one rule to follow it would be this: less is more. The goal here is two-fold: to focus your audience’s gaze on what’s most important, and leave a lasting visual impression. This can be achieved through prioritising your font sizes to reflect importance and breaking up the design into manageable chunks, for example. In addition, if you haven’t already, use this opportunity to establish a connection between your brand and a certain colour scheme, as well as your logo. These steps serve to make your poster as instantly memorable as possible.

With your poster design already in place, it’s then important to ensure your print them in an appropriate size and a high quality finish. Reaching out to premier printing services will ensure that, together, you can figure out the best solution for your brand. Size matters, and although big is often better, it depends on the context. However, the necessity for durable, high quality printing is always certain, so look into printing services like Saxoprint that offer a range of size, format and finish options to suit your needs. In addition to traditional printing methods, Delight Transfer Film (DTF) printing is revolutionizing the way businesses can create vibrant, full-color poster campaigns. As seen at DTF transfers enable detailed and durable designs that can adhere to a wide range of materials beyond paper. This opens up new possibilities for creativity and effectiveness in poster advertising campaigns.

You can find same day printing services linked here or do some more research online. Be sure to compare prices and read reviews before making a decision.

Clear and concise communication

Similarly to the design, less is also more when it comes to the copy. Many marketers make the mistake of trying to cram too much information on one poster – to communicate a clear message, it has to be focused and concise. Stick to one unified message and communicate it with a simple but catchy soundbite, and a short explanation where necessary.

The goal of your poster is to attract interest so that people will want to find out more about who you are and what you offer. Therefore it’s also vital to include a call-to-action: consider what you want people to actually do, whether it’s to visit your website or buy concert tickets, and emphasise that point. To further simplify the process, be sure to include just one point of contact to avoid confusion, such as a website, phone number, or social media channel.

Make an emotional connection

Granted, this point isn’t unique to poster ads, but it’s well worth emphasising: the most successful adverts are those that capture and appeal to authentic human attitudes, emotions or experiences. Take these famous chocolate adverts for example. Each one plays heavily on a feeling or experience that can be empathised with easily, from the feeling of pure elegance and indulgence of the Cadbury’s Flake ads, to the sentimentality of the ‘your last Rolo’ campaign.

Although these were mainly television adverts, the same principle applies to your poster marketing campaign, since it’s a tried-and-tested, enduring method. This point is underlined by the Fry’s Chocolate ad campaign, which so directly encapsulates the appeal to human emotion. Each emotion the boy on the poster displays can be easily felt by the general public, and then associated with that product.

Location, location, location

As should already be intuitive, the location and position of your posters is crucial to the campaign’s success. The format of posters presents great opportunities for strategic targeting. Firstly, carefully consider where best to capture the attention of your target audience. For instance, a poster advertising baby food is much more likely to hit the mark outside a nursery than a pub.

You can also take advantage of how people behave in certain environments when positioning your posters, especially if you wish to appeal to a slightly broader demographic. Waiting rooms, bus stops, or anywhere that people are likely to be stationary or bored, have fantastic potential – your advertisement is much more likely to get noticed when people have little else to do. The banner advertising on the London tube is a prime example of this.