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Signage Advertising

With demand peaking at different times of the year, David Osgar asks: “What part can signage play in advertising products or services for seasonal campaigns?”

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Lisa Portman, Head of marketing, Talon Group

Thinking big

In the UK, out-of-home (OOH) reaches 98% of UK adults each week. We know that using OOH as part of your advertising campaign can increase effectiveness, boost profits, and attract new customers. OOH presents a huge opportunity for brands, whether that is with a creative message on a static site, or through clever use of digital creative.

OOH is a versatile canvas that delivers results for brands.

At Talon we’ve worked with a number of brands to utilise OOH for reasons beyond driving footfall to store. Some stand out campaigns include a campaign for Bumble, the online dating app, which celebrated the end of Covid restrictions with a creative campaign across classic and digital formats.

OOH presents a huge opportunity for brands, whether that is with a creative message on a static site, or through clever use of digital creative

Google also used OOH to demonstrate how its ‘search’ product helps people in their everyday lives, from searching for the next bus to London Fields when the weather is hot or looking for somewhere to buy an ice cream.

There are a multitude of reasons and ways in which a brand can utilise the power of OOH to build brand fame, reach audiences, and drive cut-through no matter if that is a digital brand, an e-commerce store, or a retailer on the high street.

Getting creative
Shaun Holdom, Global product manager, Drytac

Seasonal graphics present a massive opportunity for any retailer or customer in the hospitality, entertainment, and retail sectors and are designed to maximise customer engagement. These graphics applications are typically planned well in advance and offer print-service-providers (PSPs) the chance to offer a wide variety of solutions.

Important factors to remember when considering Christmas, or indeed any other seasonal promotional graphics, is the fact that the solutions need to be short-term, easy to apply, and easy to remove. They also need to fit in with traditional branded longer-term graphics.

Windows, walls, and floors are all ideal places to position short-term graphics and offer prime locations for brand awareness and seasonal messaging.

Thanks to the advancements in adhesive technology, many products are easy to apply and don’t require professional installers

With the development of printers which now incorporate white inks, PSPs can use a wide range of clear materials. In addition, cost effective double-sided graphics can be created with relative ease.

Thanks to the advancements in adhesive technology, there are more and more products which are easy to apply and don’t require professional installers; these graphics can be fitted by the employees simply and quickly in the given location. PSPs can quickly create and deliver seasonal graphics which can be despatched to multiple sites or locations to be installed by any retail staff and PSPs can even adapt the marketing message used on the graphics to meet specific requirements based on those locations.

The key to success is being creative and offering your customers imaginative graphics which can be easily installed and removed. There is practically no surface that can’t be customised to showcase promotional messages to customers.

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