Gary Baker, managing director of leading display company GB Visual, explains how to maximise your advertising’s potential.
You’ve worked hard to develop your marketing strategy, but don’t stop yet. How your message is displayed is as vital as the message itself.
There are a lot of options out there, and the choices can be bewildering.
That’s why it’s important to seek the services of a display company with the product knowledge and sales and design know-how to take all the stress off your shoulders.
First of all, know your budget and make sure it’s realistic. There are display systems and graphics packages available to suit every pocket, take the time to find the right one for you.
A good visual solutions company will have the expertise to advise you on the form your advertising should take. Listen to what they have to say. A clear, simple message on a display will be more effective than reams of unnecessary text. Make sure your images are appropriate too.
Do you have your own artwork? If not, don’t worry. Professional digital display experts should be able to create logos and designs in-house. And even if you do have artwork, let them advise you on the very best way to set it up. There are a host of different formats at your disposal. Make sure you find the one that suits you best, both in quality and cost.
As far as the lettering is concerned, a handy tip is to provide it to the company as an Adobe Illustrator file. That means the letters can be easily cut around and the artwork can always be produced in high resolution.
Where is your display going to be shown? For example, outdoors it can be made from materials that are UV, waterproof and graffiti resistant. Make sure you work with a company that has the product knowledge to advise you and even offer some cheaper options that can be just as effective and hard-wearing as their more expensive counterparts.
On the other hand, maybe you want your advertising to work for you on the move? Vehicle graphics are an eye-catching solution and, as always, there are several different types of vehicle graphic available. Window graphics are an increasingly popular option as well. It doesn’t have to be as dramatic as a full vehicle wrap if you prefer a slightly more subtle approach. Evolving design solutions have broadened the market considerably, so you can be sure there’s something to suit your bespoke requirements.
Where modular displays and exhibition stands are concerned, which type would work best for you? Modular stands come in all shapes and sizes, from simple roller banners to flashier pop-up systems. Make sure whoever you work with can supply what you need to your exact specifications and that they supply you with proofs of what the finished stand is going to look like, to avoid any nasty surprises.
Finally, always find out what the company has produced for other clients before entrusting your hard work to them. At GB Visual, our clients include the British Red Cross, Balfour Beatty, the Financial Times and Ford. Try to work with a company who has a similarly eclectic mix, a company with the experience to give you peace of mind, and whom you can be sure are as invested in making your presentation a success as you are.