BUSINESS

  merchandising

Guarantee a Banner Event

Keep these tips in mind to make your banner advertising work for you.

GINA M. WESLEY O.D., M.S., F.A.A.O.

You may have used banners at one time or another, in one medium or another, to promote a special event. . . but are they effective at delivering the message you want patients to remember?

Keep these tips in mind to make your banners work for you:

1 Know your audience.

Know not only the demographic you are trying to attract, but also where and how they might view ads. You cannot be all things to all people, so don’t try.

2 Use interactivity.

When done well, using electronic media animation, sound or even motion can catch the reader’s attention just long enough to get the reader focused on the rest of the content.

3 Make good use of space.

Text, animation, images and your call to action (see #6) all must be placed in the ad, while at the same time leaving enough space so the banner does not seem crowded or difficult to read. Help the reader find the critical points in your message.

4 Choose compelling, complimentary imagery.

Make the images captivating and catchy. Boring stock photos or images that don’t match the concept of the banner only confuse the reader. Remember, you have only seconds to catch the attention of your reader. This does not leave a lot of time to captivate them.

5 Get to the point.

Now that you have their attention, make sure that your message is short, easy to understand and on point. The second readers feel that the message is not worth their attention, they will tune your banner out.

6 Call the patient to action.

Make a unique request for the reader to do something, whether it’s scheduling an appointment or attending a trunk show. Have a deadline or expiration date to create a sense or urgency.

7 Incorporate your brands.

Does the banner match the image of your brand? If you continue to use banners, whatever the medium, having a similar appearance creates continuity and strengthens your brand.

8 Use strong text.

Your space will be limited and your contact time will be short. As a result, make sure the content is strong and concise. Use action verbs. Instead of “Our phone number is (555) 555-5555,” try “Call us today at. . .”

9 Avoid these tactics.

When creating your banners, there are also several strategies you should avoid:

► Using script or calligraphy type sets. While these typefaces may look attractive, they are very hard to read.

► Promising something that you are not able or willing to deliver. If your banner says it, you better be able to provide it.

► Using image collages. Again, the idea of a collage may seem appealing. But, in general, they are hard to understand and view, especially if they are full of multiple images, or the colors of the images don’t appear to relate to each other.

Proper messaging

When done right, banners are a cost-effective and excellent method for getting your message across. OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.