Banners are among the most common techniques of event promoters to promote upcoming events. From wall graphics in metro stations to banner ads on Google, more and more businesses look for banner promotion.

But banner advertising is not easy; there are some tricks that need to be taken into account to get the best results possible with banner campaigns 

IGB Marketing has developed this “how-to” guide with some tips you can use in your next banner campaign about an upcoming event:

1) The title should catch attention

The banner itself must attract attention so it is worthwhile to read. How do you achieve this? Well, element of surprise is key! Make sure your primary banner picture stands out from what will come after reading the ad: the banner copy and the call to action.

2) Banner copy: info in a glance! 

The banner text is what will convince people to read more about your upcoming event. The banner itself should only be the summary of the event, so you have to give all the details in just one paragraph or two without redundant information. 

What do you need to include in banner text? 

First of all, who benefits from attending this event? Let users know why they will benefit from it. Secondly, when and where does this event take place and how much does it cost? Also, any additional information that may be important for attendees such as free parking spaces if applicable or access by public transportation can be useful. Finally, add a link to download an invitation or register on your website.

3) Call to action 

This banner tells users what to do next, whether it’s visiting your website for more information about the event, downloading an invitation or directly registering by clicking on the banner itself. Once you have concluded that banner was effective, follow up with people who click on it so that they will respond better to future banner communication.

4) Effective banner size 

There are many different banner sizes being used nowadays but this does not mean that all banner sizes are appropriate for event promotion! Depending on where you post your banner and which type of audience you want to reach out to, select the most effective banner size according to these variables: – The number of characters in banner text: A banner with a lot of text needs to be short and concise, if banner ad includes more than 30 characters, consider using a different banner size. – The banner image: A banner with a picture requires more space to be relevant whereas a banner without an image can contain up to 70 characters. – The banner website link: If users click on your banner they will navigate straight to your event’s registration page instead of going back and forth between the advertisement portal and the target web page. For that reason it is advisable that you use banners with as less links as possible such as those with just one link or those directing people directly your registration page.

5) Banner frequency 

Do not post too many banners about the same event because it will decrease banner effectiveness. Posting new banner ads that provide information about your event on a regular basis is the best way to keep your audience aware of what you are offering at all times.

6) Colors 

Banner colors should be related with banner copy and website link colors. However, banner text can also be white or some other color in order to achieve maximum readability against the banner background so users do not miss any information while scrolling down their screen.

7) What banner type? 

There are several kinds of banner types according to the area they will be displayed: – Online banners for website promotion/banner networks (Banners on top of search engine results, banner ads display before or after videos, etc.) – Banners for mobile devices (Banners displayed on smartphones) – Banners for banner networks (Banners displayed in banner networks such as blog comment section, web mail portals, banner ads display before or after videos etc.) – Event banners (Event specific banner advertisements to promote upcoming event online and offline)

8) Posting banner ad: the only limit is your creativity! 

Now that you know all there is to banner advertising and how it can be effectively used for your events, write a banner campaign that will capture people’s attention. Remember that you have some 200 characters to convince users what they are going to get if they read the article so keep it short, precise and creative!

Conclusion:

As banner advertising is a very important event marketing activity, do not forget to follow all banner ad guidelines while creating your next banner campaign for maximum banner effectiveness!