If you’re putting the time, effort and budget into large format print communications, whether it be posters, billboards or banner printing, it is vital that you make it worthwhile. It’s usual to have visual hierarchy for design including headline, sub-header, body copy, imagery and then the most important of all – a call to action. You could write the most effective or emotional copy for your printed advertising but it would be pointless if a call to action wasn’t clearly defined. A call to action is crucial for instructing the reader on what to do next in order to find out more or purchase the product. But how do you create a killer call to action to ensure that the reader acts instantly?
- Before you put your words into print, get into the mind of your target audience. What benefits are they seeking? What motivates them? What affects them emotionally?
- Don’t be passive; use actionable words and phrases to compel the reader to do something. Tell them what you want them to do and state them what’s in it for them e.g. “Book online to get an amazing 10% off. ”
- The action must be simple and understandable. Readers should know how to complete the next step at a quick glance.
- Create a sense of urgency by providing an incentive they can’t refuse. “Visit the website NOW and the first 100 registrants will receive a free sample pack!”
- Answer their questions and fears by giving them more information on what happens on the next step. “Call us today and you can get a great deal within just a few minutes.”
- Make it easy for readers to take the next step. You can add a QR code to take them to a campaign landing page or image recognition technology that will take them directly to the product page so they can purchase there and then.
- Not everyone is used to this technology so if your target audience isn’t, a quick explanation such as “Scan and Click” will help.
- Pay attention to where your print will be situated. There’s no point adding image recognition to a billboard where the reader can’t reach.
- The call to action must be clearly seen, so its position is crucial. Again, think about where the finished print will be installed. If it’s a poster on the high street the call to action should be at eye level.
- Use colours and graphics to emphasis the call to action. Use a bright distinctive colour to make them stand out.
- The size of the text should also be slightly larger so readers see it as something separate.
THE FULL JOUNEY
- If you create a unique url or phone number specially for this campaign – have you tested them as if you were the customer?
- What happens when the customer calls the number? Have you briefed the customer services team on what to say and explain what happens next?
- Test, measure and document everything. If you don’t, how will you know what works and what doesn’t for future campaigns?
LARGE FORMAT PRINTING
Here at Cestrian, we are specialists in large format digital printing, from POS graphics to posters to banners.