With the advent of Internet marketing and people taking a turn towards online, email, and other forms of Web-based advertising, another unique form of advertisement has been introduced offline. Favored by successful corporations worldwide, building wraps initially evolved from billboards more than a decade ago. Their massive size and bold colors are often more eye-catching than a video advertisement.
Not only do they provide a beautiful backdrop for a cityscape, but they can also be utilized to conveniently hide construction sites while promoting upcoming store openings and events that will be held at the site. They also provide an additional protective layer during repair work to avoid dust and debris from flying out. In addition to their advantages during construction and repair work, they have other numerous advertising benefits that will be discussed further in this article.
Who Uses Building Wraps?
Building wraps are used by all types of retail stores. They are often placed near the store’s location to provide a visual reminder for the customers to visit the shop and make a purchase. Wraps for items such as clothing, perfume, and accessories are commonly seen around shopping centers and malls as part of advertising efforts to increase customer retention.
They can also be used by rental spaces and apartment buildings to advertise empty spaces available at the site. This works perfectly as people searching for a place in the same area are bound to notice the ad and contact the advertiser. A clear call to action and an enticing picture of the building’s interior will attract the customer to immediately call and reserve an appointment.
Large format banners and wraps are ideal for event announcements and invitations, as they turn the heads of interested onlookers. They can also be used for decoration purposes, as was done for the 2005 Super Bowl. Other companies interested in this type of advertising include technology gear, motor vehicle dealers, and the food industry.
How They Work
Building wraps require very specific tools, including a large format digital printer that alone costs thousands of dollars. The design, printing materials, and installation determine the cost of the wrap. The installation requires special work, and each one varies depending on the size of the wrap and where it will be placed. Usually an ample amount of work space is required to place the printers and work on the banners. There is much planning that goes into preparing a building wrap. Architects and builders might be consulted for preparation of the installation sites. In most cases, smaller pieces are welded together especially if the wrap is of an extremely large size.
3 Advertising Benefits of Building Wraps
1. Large Audiences
The enormous size of the wraps indicates their vast outreach. Since these wraps are placed on buildings, they are usually viewed by many people. These people include every age group, gender, and nationality, and this provides an opportunity for advertisers to gain maximum advantage from these banners. Although some ads will appeal to only a certain type of targeted demographic, they will still have a greater chance to attract more attention than common forms of advertising.
Another advantage of placing ads on tall buildings is that they are located in metropolitan areas with more businesses and a greater flux of people. This increases the possibility of many people viewing the ad at a greater rate. An email advertisement and a pamphlet can be ignored easily, but a giant poster is hard for people to miss. Buildings in cities like New York City have an even greater outreach due to large population and frequent tourists. Banners placed on buildings that are on a waterfront or a highway are also strategic locations for an increased number of viewers.
2. Higher Customer Responsiveness
The ultimate goal of any advertisement is to establish purchase intent in the customer. Building wraps can motivate people to become customers right on the spot. For example, an ad placed on the side of a mall’s building featuring a product available inside the same mall will have a much greater effect than an ad placed elsewhere. Likewise, a banner about a car placed near a highway will also gain more response from people.
An ad with eye-catching graphics and a proper call to action is essential to generate the desired response. The ad’s design quality helps validate the message a company wants to convey to its potential and current customers.
3. Increased Brand Awareness
Since wraps are usually on buildings for a long period of time — in some cases for more than 20 years — they are a constant reminder for people passing by daily. The ad becomes a part of their everyday life, and even though they might become accustomed to it, its message is loud and clear.
In this manner, building wraps are similar to TV advertisements. As the same message is told on TV many times throughout the day, the mind saves it so that it is recalled later on when needed. Imagine looking at a giant poster of a refreshing fruit juice with a rhyming tagline that represents the juice’s qualities. Now imagine yourself at a grocery store looking to try a new fruit juice. Your mind will automatically recall the images from the giant poster you have been seeing everyday, unconsciously nudging you to try the new drink. As more people view the ad, brand awareness will automatically increase and grow in its effectiveness.
Although building wraps aren’t a form of online advertising, their appeal, reach, and communication can be equally widespread and effective. They are certainly a powerful form of advertisement for increasing customers and generating sales. Some of the largest corporations have adopted them and their use continues to grow.