By Olivia Cahoon
Part 1 of 2
Traditional roll-up banner stands hold media that is easily stored for later use. Several industries from retail to trade shows and events, look to these easy-to-use display options as simple and efficient solutions. In part one of this two-part series, we discuss the staying power of traditional roll-up banner stands and speak to manufacturers who explain why they remain popular.
Benefits and Popularity
Roll-up banner stands are an easy to use option for remote advertising. “They offer an enormous amount of advertising space, and that valuable space stays protected when the banner is not in use,” explains Kevin Walsh, chief marketing and sales officer, Sign-Zone, Inc.
The original banner stand design is two sided while the uprights on each side protect the banner from damage, says Roger Lepley, president, Consort Display Group. Traditional retractor stands appeared roughly 12 years ago, according to Lepley.
David Nanamaker, national sales manager, Expand International of America, shares how banner stands feature a graphic cassette that is easily removable for changing the graphic. The graphic cassette can be switched out for different events and product launches.
Roll-up banner stands are used in many environments because of their versatile style, size, and available media options. Walsh says that where large displays are expensive and difficult to travel with, and small displays go unnoticed in busy spaces, retractable banner stands are the ideal medium. “Retractors solve both problems simultaneously, so it makes sense that they continue to be a key component in the savvy marketer’s toolkit,” adds Walsh.
In addition, roll-up banner stands protect the graphics inside of them. “Roll-up banner graphics get special treatment while in its protective enclosure,” states David Luster, sales representative, Birttani Display Inc. He adds that some banner stands also include built-in magnets to connect banners and create a large custom display.
John R. Bates, sales VP, 3DA Display, says that one benefit of traditional roll-up banner stands is the flexibility and plethora of accessories. Banner stands are offered in a variety of poles and lighting for different environments. “They may be utilized as a tabletop display or a red carpet backdrop. One’s imagination is the only limiting factor,” adds Bates.
While electronic signs are trendy and attention grabbing, Marquez explains that not everyone likes them because they are sometimes difficult to focus on and read. With digital signage becoming popular, impressive static images stick out from moving images and displays. “Sometimes static signage, such as an attractive banner stand, can be more effective and just what you and your customers need,” says Marquez.
Transportation plays a role in continued use of retractable banner stands. Nicole Wilson, GM, Tex Visions, shares that resell customers particularly like roll-up banner stands because the print rolls up inside of the base, which makes it easy to pack away and transport. “Roll-up banners are frequently cheaper than other types of banner stands. They are simple to use with no tools required,” adds Wilson.
Nate Goodman, product manager, Drytac, states that most banner stands come with a storage bag and weigh about 12 pounds so carrying them on the train or plane is more convenient.
Marketing Tools
Traditional banner stands are used in countless marketing environments. “They can be used in just about any environment where people congregate to get your message to your targeted audience,” says Michael Kurilec, managing director, Expolinc Americas.
Roll-up banner stands are especially useful in retail settings. Employees can use banner stands to test which marketing locations in the store work best. “In retail this is crucial—you have to be able to have store employees reconfigure as needed,” shares Ed Marquez, president, Mark Bric Display.
Trade shows benefit from these applications as well. “If you are at a trade show you can cost effectively have different messages displayed for each day of the show too—make the same attendee take a second look at your booth because there is something fresh there,” recommends Marquez.
Walsh agrees and sees retractable banner stands being used in all markets. “The combination of portability, ease of use, and versatility is why we see them used in virtually every end user market segment that exists, from healthcare and education to finance and technology.”
Advancements
In recent years, banner stands have advanced to keep up with competition. New materials and accessories used in the construction of retractable stands enhance ease of use and expand the possibilities of the product.
Instead of using traditional plastic, most banner stands are now made with aluminum, explains Megan O’Shaughnessy, VP, Bowman Displays. Aluminum makes traveling simpler because it is lightweight.
Kelly Freeman, marketing coordinator, Accenta Display Corporation, says an aluminum base keeps the marketing message crisp and clean and has recently been made available in smaller sizes for even more lightweight and compact traveling.
With latest trends in textiles, there are now traditional banner stand models that hold fabric. Other banner options include reflective material and advancements to accessories. Bates notices that three-piece bungee poles are replaced with thumb- and twist-lock poles for the convenience of short individuals to set up stands without stress.
“Magnetic cartridges are the next big thing in roll-up banners,” discloses Luster. Cartridges feature a magnetic leader clamp for easy graphic installation and replacement. It eliminates the need to manually tighten clamps and replaces the process with a click-in magnet.
To increase durability, Goodman says that spring tensioning systems are made to improve how the graphics are held in the housing unit. Improving durability gives the application greater longevity.
Banner stands are requested in larger sizes than ever before. “Our 5×8-foot solution is the second most popular size we sell, with the 33-inch width being the most popular,” shares Kurilec.
Chloe Xi, marketing specialist, Admax Exhibit & Display Co. Ltd., says that roll-up banner stands are now hung with audio and video devices. “A projector on the top enables the advertising effect to be more vivid and eye catching, bringing more profits,” explains Xi. This way, customers have the best of both worlds for digital and static signage.
Other accessory options include slimline LED lights and tabletop and literature rack accessories. Orbus Exhibit & Display Group offers special clips for LED lights to attach to banner stand poles. “It is easier than ever to add a pop of illumination to enhance messaging,” shares Natalie Whited, marketing VP, Orbus. The LED lights are intended to turn retractable banner stands into fully functioning display solutions.
Traditional Stands
Featuring a light weight and durability ideal for traveling, traditional roll-up banner stands are top choices for displaying graphics at trade shows, events, and retail settings. Advancements continue to keep banner stands relevant, from changes in the material used to construct the stand to new accessories that meet demand for more interactive signage.
Click here to read part two of this exclusive online series, On Display.
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Jan2017, Digital Output DOBS1701
