Vinyl Banners

Everything You Need To Know About Vinyl Banners

A Product with Many Uses:

With todays fast paced environments, you need something that can grab peoples attention and convey information quickly. Vinyl banners are just the product. Vinyl banners are great for promoting products, conferences, sporting events, corporate gatherings, or even personal events such as birthday or graduation parties. They are most effective if you incorporate large, bright images as they easily get attention.  People usually special promotion, event, team or school.

3 Simple, Yet Highly Useful Tips:

  • The type of vinyl matters depending on the occasion. Glossy banners work best when you are hanging them inside, away from natural light. Matte banners are perfect for outdoor advertising. If you hang glossy banners outside it can sometimes be difficult to read the words due to the glare during the daytime.
Matte VS Gloss

                     Matte VS Gloss

  • If you are looking to reuse your banner, don’t include information that could easily change such as a price point or date. It’s better to advertise saying “Everything 50% Off Regular Price–This Friday, Saturday and Sunday” instead of “All Meals Just $5.99 on Saturday, May 12”. This way you’ll end up with banners that can be reused time and time again. The best part–banners can be rolled up, folded, etc., making them extremely convenient to store for later use.
banner printing

A banner can be rolled up and stored away for later use.

  • Determine the space you need to hang your banners carefully; take measurements of the space(s) when possible. Consider how you could be mounting the banners. They can be set up with grommets that allow for roping the banners, or pockets to slip poles through. If you are using ropes to tighten the banner corners, then consider the room you would need to stretch the banner.
Banner Printing

                 Measure the space in which your banner will be displayed.


Vinyl is very flexible. Therefore, vinyl banners are highly portable, maneuverable, and can be used virtually anywhere. Aside from their mobility, vinyl banners are also very durable. They can withstand the elements for a long period of time while maintaining their brilliance.  These two characteristics alone make them an excellent investment for their price.


For the most part, designing files for banner printing requires the same procedures as any other products. However, are a few designer tips for this product that you can take into account. They are as follows:

  • When designing files for larger banners, there tends to be more flexibility in terms of resolution for vector-based elements. One would be able to get away with submitting files that have a 150 dpi. Keep in mind that this does not apply to image based elements. Images such as logos and photographs should always be at 300 dpi.
Banner Printing Resolution

Always try to aim for 300dpi or higher.

  • Banners that have the grommet option selected should always account for this in the bleed. For instance, the normal recommended bleed is .125 inches. On banners with grommets, bleeds are recommended to go up to a square inch on all corners.
Banner Grommets

Consider the placement of the grommets when designing.

  • Remember that all files are always converted to CMYK before printing. Any neon’s and Pantones cannot be printed on banners. Be sure that when designing files for the banners, you are doing so in CMYK. This will ensure that you get a clearer idea of the color densities on your banner piece.  Keep in mind that different screens produce different colors; final prints will not be able to match 100% what is seen on the screen.

Colors always appear different on screen compared to what actually prints.

Magazines and Marketing: A Vital Connection

With the online world seeming to increase in importance in the lives of many, marketing gurus tend to overlook tried-and-true forms of publicity–like placing ads in magazines. As we all know, print is a medium that is still alive and well. Although online publications do have their place, magazine presses are still rolling and marketing teams should take note of this fact.

Benefits of Advertising in Magazines

Print magazines have several benefits for advertisers that other forms of media cannot offer. A few of the more notable benefits include:

  • Targeted audience. Magazines are specialty publications that cater to specific audiences. Whether targeted at teenage girls, golf enthusiasts, foodies, or any other group, chances are there is a publication reaching a target audience that perfectly suits your business. Advertising in such a magazine is an efficient way to ensure you reach the people who are already inclined to show an interest in your products and services.
  • Wide distribution. Magazine subscriptions reach people across the country, are oftentimes shared between multiple people, and reach more than just subscribers in places like the doctor’s office waiting room.
  • Long-lasting reach. Most people save and reread or repurpose old magazines, which means your advertisement will be seen again and again.
  • Print ads are more highly respected. Readers are wary of clicking on ads online due to the chance of a virus infecting their computer or other such mishaps. However, print ads pose no such threat. Plus, the mere fact that your ad is printed on glossy paper makes your product seem far more legitimate. Magazine ads, especially full page spreads, are far less irritating and more visually appealing than advertisements that clutter online media.

How to Maximize Your Magazine Marketing

Whether or not you already advertise in magazines, the following tips are important to keep in mind when designing and placing your ad. Like in other areas of marketing, there is no perfect formula for your campaign, though there certainly are right and wrong ways to go about advertising your product.

These tips will help your strategy be more effective, no matter what your product is.

  • Advertise in appropriate publications. The moral of the story is not that advertising in any magazine is good; you need to place your ads in the right magazines to see results. Each magazine has a target audience and a mission statement, so dig around to find publications that cater to your own target audience.
  • Use headlines and sub-headlines appropriately. Headlines are meant to grab the reader’s attention while sub-headlines should give them more information. With only a quick scan, readers should be able to know your business’s name and what you are selling.
  • Resolve to use only high resolution. Nothing looks tackier than a pixelated image, and any publication worth its salt will not run an ad that is not sufficiently high in resolution. Your ad should have at least 300 DPI (dots per inch)–regardless of the size the final print of the ad will be.
  • Use images to enhance the ad, not hide it. If your ad is heavily image-based, you will have to be cautious about your work blending in with the rest of the magazine. Striking images or other effects are great for catching a reader’s attention, but make sure your choices are tasteful, align with the style of the magazine, and make it clear what you are selling.
  • Test your ad in print before publication. Most designers know that you should make a professional-level print of an ad for final review before submitting it. Seeing the ad in print will give you an idea of how it looks in the three dimensional world and it will be easier to get feedback from others regarding the effectiveness of the ad on paper.
  • Right is better than left. Psychological studies have shown that people tend to prefer options that are on their right as opposed to their left. Take advantage of this human peculiarity and make sure that the important information – like the business’s name and call to action – are aligned to the right. If you have the option to be printed on a right-hand page, this is an added bonus.
  • Proofread your ad. This should go without saying that proofreading is essential; nothing destroys your credibility like a grammatical error. If you can’t pay attention to formalities in your advertisements, readers will doubt that you pay attention to quality in other aspects of business as well.

Advertising in magazines is a great marketing strategy that should not be overlooked in the digital age. Print is not dead, and neither are print advertisements.

How Effective Brand Positioning Can Transform Small Businesses

Ella, a precocious 3 year old, loves to dress up, have ‘tea-parties’ with her friends and will not go to kindergarten alone. She insists on taking her Barbie along.

Sean is a curious teenager, smart, not-so-sporty, loves World of Warcraft and would not be caught without a more than generous splash of Axe when he heads out to ‘hang with his buddies’.

Samantha is a hyper-achieving 20-something who went to Yale, works with Intel and swears by her L’Oreal lipstick on Friday evenings out with her special someone.

Ella, Sean and Samantha have their loyalties very clear in their minds. They have a hands-down favorite when it comes to things that really matter to them and no reasonable means can make them change their preferences. Is this because Barbie, Axe or L’Oreal are the best products in their respective categories? Is it because they are cheaper than everything else out there? No and no. It’s because, they have managed to occupy a place in Ella, Sean and Samantha’s minds and made them identify with the subtle positioning that each offers.

A Barbie makes Ella feel pretty like a princess. It feeds into her active imagination and tells her “With Barbie, Anything is Possible”

Axe makes Sean feel manly; he hopes it will make him irresistible to girls. After all, the “Axe Effect” is every teenage boy’s dream.

L’Oreal justifies its premium pricing and makes Samantha feel glamorous – a must have when she’s on that all-important date. It tells her “She’s worth it”.

Each of these brands, in their own way make them believe “This brand is so ME!” What these brands are essentially doing is, creating crystal clear brand positioning by offering a very clear emotional benefit to the customer and thereby breaking down the barrier between a sales pitch and an actual sale.

Positioning is not a statement of facts like “the world’s largest computer brand” or “America’s favorite coffee”. It’s not a tagline either, though taglines give you an idea of what positioning the brand aims at. Positioning is creating your own space in the mind of your customer – something that no other brand can fill. Look at Nike. Its iconic ‘Just Do It’ tagline suggests movement, activity, getting off your backside. It paints a picture of a Nike wearer as a risk taker, someone who’s not afraid, and someone who is open to experimentation. That is the space that Nike owns in the customer’s mind. Who wouldn’t want to consider themselves as brave and adventurous?

All this is good, but why extol the brand positioning virtues of mega brands that used millions of dollars to create these images in our heads. The answer is simple. Nobody was born big. Each of these brands started small and painstakingly built the brand positions that they enjoy today. Small businesses that compete with big brands owe it to themselves to create a clear brand position for themselves … for their future.


What is so special about your product that your customer should buy from you instead of a million other comparable sellers? Everybody needs a USP. What’s yours?

Is it quality? Is it service? Is it delivery? Maintenance? Patented technology? Safety? How you make your customers feel when they consume your product?


Spell it out loud and clear and that will make your brand stand out. Mind you, your brand positioning needs to be based in reality. A premium winery can’t promise to offer customers rock bottom prices.


Go back to Sean in our earlier example. He could have opted for Old Spice or Davidoff or any other body spray. He chooses Axe, because he believes in the brand promise – that he’ll be irresistible to women. There’s your reason to buy.

The New Brand Formula

However, brand positioning is in the consumer’s mind. It’s not about tall claims made by brands. If there is no sufficient proof that backs up your claims, your positioning falls flat on its face. Set your expectations, but make sure your brand can deliver on those expectations.

For example, if you run a tax consulting practice and your positioning is “Zero effort taxation”, you could probably offer to pick up and drop the documentation from your clients’ home or workplace.


Many business owners go horribly wrong in marrying their brand positioning and the actual customer experience. This is a surefire recipe to losing whatever credibility you may have built up.

Once you decide what you want to stand for, from a customer’s perspective, you need to build all other aspects of your brand and it’s communication around it. The various areas that will need to sync with your brand positioning are:

  • Product design
  • Communication design
  • User experience
  • Service levels

For example, imagine yourself as the brand manager of Dominos when they still adhered to their “delivery in 30 minutes or free” formula.  You would have to ensure that the product (pizzas) were made, packed and delivered within those 30 minutes. That’s some massive co-ordination between production, inventory, customer service and shipping. When done right, you end up with a brand like Dominos!

Your brand personality, brand recall and eventually brand loyalty will all fit in like pieces of a jigsaw, once you get the factors mentioned above in sync with your brand positioning.


Do you try and grab business by undercutting your competition? Do you do it all the time? Does it make your business bleed? You can be sure it does.

No business can compete in today’s world on price alone. There will always be someone else – online, in some other country, your customer’s relative – who can offer a lower price. Don’t devalue your product into a commodity. It deserves the price that you ask for it.

Christopher Sessums

By setting up a clear brand position for yourself, customers actively choose your brand over competition. What are a few dollars here and there, when they actually believe in your product and love it for what it does?

Now that you know how vital brand positioning is, get to it right away. How can you position your brand effectively, you ask?

Well, though that question merits a separate post on its own, here is a quick 4-step formula (no complicated graphs and charts) to arrive at a brand positioning that will work for you.

1.     Define who you want to sell to – create a typical customer profile – age, sex, education, location, industry

2.     Dig deep and try to understand what drives your typical customer. What will make them happy, how do they like to imagine themselves (Remember Sean and the Axe example?)

3.     Identify how your product fulfills these needs and desires. Check if you can realistically deliver on what you find to be your customer’s prime motivators.

4.     Double check whether your competition has not already taken that position or is not able to fulfill that need.

Voila, you have figured out what your brand position will be!