Banner Up

As the journey to having a book published comes to its completion, a dilemma has surfaced around branding. Is the content selling the book or is the author’s expertise selling the book? The answer will dictate the banner advertisement.

Have you ever attended a trade show event? Nearly every exhibitor or vendor will have a large banner. Many use table banners and retractable banners. The bigger the banner the more expensive the banner. Small businesses and sole proprietors usually cannot match the level of banners that a large corporation can. So, how best to get your message across so it stands out in the crowd?

First, decide on your message. For companies, using your logo and tag line, if you have one, is the place to start. You can often buy a solid colored table cloth that blends in with the colors of your logo. Those can be elegant and not expensive. You will likely be filling the table top with giveaways or brochures anyhow. Include some free pens, everyone can always use another pen.

Second, consider a retractable banners. You pull them up and then they hover over your table or stand guard on its side. You can buy these through your graphic designer or do it yourself through internet sites such as Zazzle or 4Imprint or Vistaprint or a myriad of other companies. The cost varies but you can usually custom design one for less than $200, including shipping. They will be more if you work through your designer.

Third, and most importantly, what is the message you want on your sign? In the publishing world, note the next time you find yourself at a bookstore promoting an upcoming author book signing. They will usually display the banner supplied by the author. You likely will want to know something about the Author and something about the nature of the book. What genre is it? Is it a series? Is there a main character we should know about? Or are you much more interested in the author’s background and want to see more about them and why they wrote the book?

For services or manufacturing firms, you may wish to focus on one product or one service you provide. However, you may wish to also list out your top products and services. There may also be the need for a photo of you are a sole proprietor and the company is literally you. Knowing how to balance information on you and the product or service is key. A well balanced banner will tell both stories. Making A Point - A Business Owner’s Field Companion - is in its creation stage. The photo for today’s Blog is the first attempt at a retractable banner contender but will likely continue to change as we get closer to the book being available for sale.

Knowing how best to tell your story, within the budget you have, is key to attracting the right audience. Sometimes, more is not always the better choice. Keeping it simple and in line with your logo and colors.

Be well.