Yes, you’ve got it – they never went anywhere without their trusty banners! These lowly pieces of cloth or flags bearing a symbol, logo or slogan were what set them apart from the masses and gave them their distinction. Although banner making is an ancient craft, the message they convey remains the same: this is me; this is what I stand for and therefore I’m different to everyone else.

And so, we have our modern day equivalent at exhibition centres and networking events, on view to all those attendees searching for the latest and most ‘out-there’ brands and products. A comparison of the shape and colourful design of banners reveals that we haven’t come all that far from those held aloft by the ancients. Or have we?

Banner evolution

The great variation in design, size and materials available on the modern market, not to mention the adaptation of features to assist with our busy lifestyles, indicate a metamorphosis of these effective advertising tools.  For instance, the addition of rollers to the banner sheets to ease transport and storage whilst keeping the banners in pristine condition. There are also Pop-up Banners for outdoor use, banners for the desk and giant double-sided banners to add impact to your exhibition stand.

There are also Pop-up Banners for outdoor use, banners for the desk and giant double-sided banners to add impact to your exhibition stand. Rollerbanners UK are experts in the field of ‘Banner-ology’ offering an impressive selection of banners to suit any budget and size of display. High-quality pieces of artwork are created to a specific design brief or a chosen template by the in-house team and returned to the customer within 48 hours, or 24 hours Express service! A far cry from the

High-quality pieces of artwork are created to a specific design brief or a chosen template by the in-house team and returned to the customer within 48 hours, or 24 hours Express service! A far cry from the labours of love hand-sewn onto silk by London Huguenots.

 What’s so good about banners anyway?

First impressions last longest, so they say, and this is also true for banner advertising as they are the first point of contact with the customer, their eye-catching design drawing them in. The experts quote a window of six minutes in which to capture their attention so it is vital that you know your target audience well and ‘tell’ them as much as you can about your business in a simple yet creative way.

If you have done your homework and selected the appropriate exhibition for your target market, a little ingenuity is required to draw in an already ‘interested’ party. Just a little nudge in the right direction and your ’hook’ or ‘Spotter’ (members of staff proficient at attracting and bringing people to the stand) might instigate a conversation. Therein lies the beauty of face-to-face marketing as opposed to digital, proving that humans are still social animals who like to be convinced and to have their confidence built before purchase.

What lies ahead for exhibitions and trade shows?

In recent years, there has been a gradual decline in exhibition footfall. Many blame this on the digital marketing revolution and a shift of buying power from seller to buyer, as the customer will get in touch directly when they are ready to make a purchase.

In response businesses are reallocating marketing budgets, lacking the time and manpower required for planning and attending the shows.

Nevertheless, companies are willing to invest a third of their marketing budgets on exhibitions still believing the best way to drive a business forward is through in-person transactions, partnerships and ventures.

One of the top event organisers, Reed Exhibitions, reassuringly states that “when times are tough, exhibitions work harder for your marketing budget than any other media. Only at an exhibition can you generate direct sales whilst simultaneously enhancing your brand image, launching new products, researching your market, building prospective databases AND maintaining relationships with existing customers.”

 What does this mean for the humble banner?

As long as humankind maintains the art of socialising and direct communication the banner will continue to fly signposting the way for prospective customers to connect with their suppliers to make that all important purchase.

This article was produced in association with Rollerbanners UK, the leading provider of roller banners and exhibition stands – fast turnaround and at low cost.