External advertising – everything from building wraps to window graphics to banner stands – may not seem as exciting as the advertising we see in glossy magazines or on television, but there are many similarities between the two.

Both seek to communicate a message to a targeted audience while simultaneously building a brand. This is exactly what banner stands do, and when choosing a promotional company to supply you with your banner stands you should be as selective as a global fashion house looking to launch a new range of clothing.

So what are the things that you need to look for?

It is vital that you do your homework before meeting with the company representatives or the customer services team. The clearer the picture you have in your head,  the quicker and more effective the process will be.

Here are a few questions you need to ask yourself, and others in your team:

• What is our business? What product or service do we provide in a nutshell?

• Who is our audience?

• What is our message?

Once you have this information, the promotional company should give you a few options in order to get the message across and boost your sales and customer base. They should also open you up to a range of banners, from roller banner stands to pop up banners.

One final thing to remember is that the company you choose to work with will be working with you on every step of the process, from briefing to artwork to providing you with materials, so it is important that you feel able to communicate with them and that you trust them.