While many small business owners are turning to the internet for their marketing, there are a few standards that never get old. Posters are one of these.
People see posters everywhere they go—proving that paper is not obsolete yet—but they definitely notice the most remarkable and attractive of these.
Having interesting and brand-appropriate posters to advertise your business and all of its events is an inexpensive way to get the word out. Here are a few tips for using posters effectively as a business tool.
Most modern people are inundated with branding and business communications, both on the computer and in writing. This makes it all the more important that yours stands out. Use high contrast coloring and bold writing. Make sure the salient information you are trying to convey, such as times, places, dates, and cost, are easy to read from several feet away.
Focus on your brand.
This may seem to conflict with the last tip, but with good planning, you should be able to combine the two. Your posters are like any other business communication in that they need to include your business logo design and be related to your business’s brand. While it is important that your poster be eye-catching, it is just as important that it be a congruent part of your visual identity. Use bold letters, bold images, and bold colors—but make sure they go well with the brand that you are trying to push. Remember that no single event is worth diminishing the overall success of your business.
Don’t simply wallpaper the town with your posters; this is more annoying than anything else and will not produce a good image for your business. Choose places where there is high traffic of potential customers and place the poster in plain sight at eye level. No amount of good design and professional branding can make loyal customers out of people who don’t have the money or the inclination to buy your products.
Print only what you need.
There is no need to overdo things. If you have selected strategic locations for your posters, print enough for these locations and then a few extra. Many printers will print even small batches, so there is no reason to go overboard. Try having a small initial printing run (think 50-100) and see if these attract enough business to justify expanding to other areas. As a bonus, printing fewer posters means that you can spend a little more per poster and get the high-quality materials and printing that your events deserve.
Before hanging a poster on private property, consult the owner and make sure this is okay. This also will make sure your poster stays where you put it; owners of bulletin boards often go through routinely and rip down posters that haven’t been lawfully placed there. Similarly, keep track of where you place posters so you can go and remove them as soon as they are no longer relevant. This will keep your business from becoming a meaningless part of the background or, worse, a nuisance.