A street banner advertising campaign is a cost effective, high visual impact approach to creating public interest and generating business. But since most street banners are attached to publicly owned or regulated light and utility poles, access to this visual medium is restricted, though commercial businesses do have options.
Requirements for banner permits and zoning regulations vary from town to town, so anyone considering a banner campaign needs to check with the local governing body first to know what is allowed and what permits are required. Banners attached to utility poles are normally restricted to those advertising community events, cultural organizations and neighborhood identity.
The vibrancy banners add to a community or a neighborhood, however, tends to create an attitude of cooperation among local officials, and an opportunity for businesses to display their messages in the breeze.
Community-wide events are nearly always approved for street banners to advertise the events. These events, however, need sponsors, and displaying sponsor names, even if they are private businesses, are generally allowed. Sponsorships generate local goodwill with the public, but a single banner design that lists major sponsors won’t be very effective for your business, or very attractive.
Instead, event organizers ask companies that make banners to create several designs, one with a main design for the event that alternates with several other designs that promote the event and identify one or a few other major sponsors per design. Your business name stands out as part of a community approved promotion.
Non-profit cultural organizations such as theater companies, community orchestras and art galleries are a vital business, sometimes big business. But they’re the type of businesses any community is willing to help promote by allowing their banners to be placed on utility poles.
While these banners may be used simply to reinforce an organization’s identity, performance companies and art exhibitors are more actively using banners to promote an upcoming season or for specific performances or exhibits. These organizations change banners regularly, raising the cost. As a result, however, they raise awareness among the public by regularly displaying new messages and designs, generate buzz among the public and the news media, and stimulate increased ticket sales along with public donations.
Neighborhood Business Districts
Banners that promote the identity and uniqueness of neighborhoods are readily accepted and encouraged by local government officials. They especially encourage banners to promote neighborhood business districts.
While these banners aren’t normally dedicated to a single business, they do generate interest and street traffic, giving individual business owners more opportunities to attract some of that traffic into their shops. Because these banners are dedicated to a group of businesses, the business owners have more of a say in their design.
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