A Great Range Of Choice For Marketing Professionals Who Prefer Large Ad Formats

More than ever before there is great choice when it comes to advertising banners. The different medium and variety of products is truly amazing. In fact, you could almost say that the range has reached a point where it could even be considered to be too great.

The selection can be overwhelming. And because of this it requires a dedicated and highly knowledgeable marketing professional to pull together the right mix. He or she must make the correct selection of collateral in order to successfully deliver a campaign. The work cannot be random or done quickly without research or forethought; that kind of approach will be ineffective and will waste money.

This article will give an overview of some of the different types of advertising banners on offer and how they can work for your organisation so that initiatives can yield the results you desire.

Billboard – Giant poster and transport ads are amongst the oldest in the industry. Yet interestingly they are one of the most enduring and effective. Why? The reasons are not hard to figure out. You're able to exposure message to a large number of people very quickly and, compared to television and radio, they are relatively inexpensive. As everyone knows, people don't have to use the public system to be exposed to these options. If you're travelling in a car, particularly during rush hour, you will see this kind of product and it'll capture attention.

However, these things do have their drawbacks. The number of words is a limited and some people would actually consider them a shallow format. You can't get a very lengthy message on the back of the bus or even on a billboard. Another limitation is that performance is highest in urban areas. If you need to reach many people in different settings, including rural or even isolated locations, they won't work. So it would be unwise for you to allocate your complete budget to this one option alone. But they can be used very well for product launches and new initiatives.

Online – Options have evolved tremendously since the dawn of the Internet in the early 1990s. There are many different kinds of adverts you can opt for but they should be used very carefully. These can also be expensive and generally speaking today only yield good results on high traffic websites. You need to explore the pricing model. If it's paid per impression is going to be accruing costs even though the visitor doesn't click through the ad and take a look at your website. Usually, pay per click is the best option. It shows that your ad has captured attention and someone wants to have a look - at the very least that's the first step towards making a sale.

Overall, web adverts have fallen in popularity in recent years. It appears that customers want to focus more on content when they are online and not be drawn to messages that push products or services. This is quite different when compared with print because we all know that individuals pick up a newspaper or magazine to actually browse through display ads. However, don't feel that this should be ignored. It still has its place and should be used alongside other formats as part of your channels.

You need to think about the technical file format. If you go with Flash there will still be some people using browsers who can't accommodate that file type.

Print - despite our on-going embrace of all things web, magazines and newspapers still have an important role to play when it comes to promotions. As with the opportunities outlined above, your first steps should be to understand who you're trying to reach and then explore what they read. If it's a niche audience then go with specialist products. If it's broad and general, then pick lifestyle mags and some mainstream press.

Ground-level Graphics Grab Attention And Add A Surprise Factor

In the competitiveness of the marketing world, staff and agencies around the world are constantly looking at new ways to attract attention and make customers aware of new and existing products new services.

The challenge to make people aware, create campaigns that capture attention, engage and cultivate loyalty is not easy in a time when there are constantly new sources of information. We are bombarded by e-mail, Twitter, the web, virals, TV, radio and much more. There is also film, billboards, train and bus advertising, online visuals, and other forms of off-line options - all of which vie for our attention.

In recent years a new form of visual has appeared. It's dynamic, colourful and brilliantly eye-catching because it is used in a creative and sometimes even deceptive manner. This new thing is floor graphics, and it has really taken off. They offer a unique and inexpensive way to advertise a product or service and have been reported to work well especially when compared to radio and TV.

The product performs exceptionally well in high traffic areas and can pack a powerful punch when complementing other aspects of the project that are both on and off-line. They are a great thing to implement alongside any kind of broadcast media and traditional efforts too.

On first consideration these things wouldn't appear to be effective. Without thinking too hard it's easy to assume that most people don't walk about looking down; we imagine that most people look straight ahead when they're out and about and going somewhere. But the actual truth is the opposite and something that was discovered by retail outlet marketing many years ago – the average person has their eyes cast down at a roughly 30° angle when they're heading somewhere.

When you consider this, it makes perfect sense. Reflect on the way you walk. You have to keep an eye on the footpath ahead for things like steps, uneven pavements and any other obstacle that could be your way. The fact that most people have their eyes in this direction means that a floor-based marketing product is in an ideal position to capture attention.

With the graphic on the ground, the item will be seen immediately. That's because it's unusual and people respond by stopping and wanting to look at what they are about to step on. They will want to read the words before moving on. This kind of advertising gets guaranteed viewing.

The best kind of floor graphics use incredibly creative design and outstanding visuals. It was reported in European Sign Magazine that when the drinks firm Pepsi introduced its ground level campaigns brand awareness rose from 33% to 58%. The graphics were powerful and simulated a 3-D effect with a drinks cup seemingly rising from the earth and the spray and ice from the drink bursting to greet the viewer. The design even employed a shadow effect to enhance the imitation dimensional element.

Other unusual examples include a massage firm that used this type of display on a footpath in a busy city centre. The advert featured an image of a woman lying face-down with a pillow under her head, looking as though she was ready for a spa treatment. It's hard to imagine how anyone could fail to see this very striking campaign.

If you decide to go with this type of collateral one of the most important things is to not cut corners on cost. You need something that is durable and will adhere to the space. It must wear well under heavy footfall. Resistance to wear and tear and an ability to keep clean are important considerations too.

Before ordering, ensure you think hard about the message and the visual. Focus group testing is very worthwhile so that you can get additional opinions from people outside the company or the agency. Have mock-ups produced and placed in various locations to find out how they look and what kind of reaction they generate. Then you are ready to make your order.

What Business Advertising Tool Is Polarising Public Opinion In Some Of The UK’s Most Popular Tourist Spots?

“If you take them away my business would last 6 months maximum.”

“Since we have advertised a daily ‘special’ our business has gone up 20 per cent.”

“It’s our county town and it’s got to look smarter.”

The location in question is Dorchester, whose Dorset Echo newspaper recently reported on the furore surrounding the town’s . . . ‘A-boards.’ 

Apparently there are some 70 advertising boards sited on one shopping street alone. Dorset County Council is currently planning a community liaison initiative to determine what should be done about the excessive use of these promotional tools that have polarised opinions between the town’s residents, visitors and businesses.

Some 189 miles north of Dorchester, Liverpool City Council officers are planning to adopt a softly-softly approach to the problem. Following a recent clamp-down on irresponsible business owners whose signage was alleged to have infringed the rights of disabled people and parents with buggies, LCC has concluded a compromise is in order.

In future, businesses will be able to display advertising pavement boards provided they apply for – and are granted – official permission. The council will be allowing traders to site their advertising boards in pedestrian areas providing they can demonstrate a responsible attitude towards ‘foot traffic,’ balanced with the needs of the wider community.

Meanwhile in picturesque Kendal, one of the jewels of the Lake District, disgruntled traders who have received letters from South Lakeland District Council threatening them with court action, have accused officials of using the issue of ‘impaired vision’ as a smokescreen –  believing it is simply a ploy to bring in more revenue. 

One business owner rightly pointed out that even without the signs there would still be bollards, benches, lamp posts and other untold hazards on the pavement. For the record, Cumbria Chamber of Commerce is backing the traders and urging its members to “push the issue” to a satisfactory conclusion.

It may be an emotive issue right now, however there can be little doubt that A-boards are very good for business. For the retailer, they are perfect for making shoppers aware of products, sales and special promotions.

Effectively your outdoor advertising needs to be displayed prominently – yet responsibly – within close proximity to your trading premises. And if you are thinking of getting a pavement board or outdoor sign for your own business, then by employing a little innovation with your logo design, colour scheme or marketing message, you will ensure that your advertising stops people in their tracks, without provoking a disgruntled response from either pedestrians or officials.

Tips For Promoting Your Business Offline

If you are running a predominantly web-based business you will still need to use offline advertising methods to let people know you are out there. Luckily, there are still many routes open to you for offline promotion, including using magazines, radio, PVC signs or old-fashioned word of mouth. Here we look at these methods and how they can help draw attention to your company:

Printed Media: If you are a small enterprise and can’t afford paid advertising in national papers or magazines, start small by advertising in local newspapers. Either way, advertising in printed media is a tried and tested way of getting your name out there. It’s also worth researching publications geared towards your particular industry sector and paying to advertise in these if the cost is feasible.

TV and Radio: Both these forms of promotion can be very effective indeed. Obviously if you can afford to advertise on national TV and radio then you will be reaching out to millions of people throughout the country. However, even if you can’t afford this and want to start local you are still spreading awareness of your business to many thousands of people in your area and this is sure to increase the traffic to your site. Just make sure that the name of the website is simple enough and repeated enough times in the ad to make it easy to recall later on.

Signs and Banners: These are simple to produce and remain one of the most effective forms of local advertising. PVC signs are relatively cheap, lightweight and can have a glossy finish so they look great wherever you are going to hang them. Find strategic locations for banners where a high volume of potential clients are likely to pass by. If you have a fleet of company vehicles to deliver your products, you should take advantage of the advertising opportunity this offers by putting vinyl signs on them with your website address and details of your product range. That way, wherever they go they are spreading awareness of your company.

Word Of Mouth: Sometimes the simplest methods are the best. Even in the days of rapid online communication, good old-fashioned word of mouth still works. If you take care to always offer your clients an honest, courteous and professional service then a reasonable percentage of them will tell others about you. This is how reputations are built. Granted, it’s not as fast as a concentrated email marketing campaign or TV ad, but personal recommendations from satisfied customers are a solid base for success.

What Are The Benefits of PVC banners?

PVC is one of the most popular forms of plastic today, used in a wide and growing range of industry sectors. One of its biggest applications is for signs and banners, so if you’re looking to purchase some new banners for your business or event it’s well worth considering this material. Whether you want them to hang outside your shop, to take to a trade show or to advertise an event, there are many benefits of buying PVC banners, such as:

Durability: A good PVC banner can last for months or even years if cared for properly. This material is weatherproof so the banner can be hung both indoors or outdoors for extended periods of time without being damaged by wind or rain. If you have a promotion that is going to last for weeks or months then you want to know that the advertising material you choose won’t begin to fade or look tatty.

Cost-Effective: PVC doesn’t cost a huge amount to make so it is cheaper to buy than some other banner materials. Add to this its strength and durability, and you are certainly getting value for money. You can use your banners for multiple trade fairs, for example, without having to have new ones made up each time.

Easy To Transport: Another factor that makes PVC banners great for trade fairs in particular is their light weight. This means they can be rolled up and transported easily and put in place quickly at each event. Just make sure you roll them up carefully with the image on the inside to keep them clean and wrinkle-free. If you use lightweight materials you are of course also doing your bit for the environment, as they create less CO2 emissions in transit.

Aesthetics: Modern printing technologies mean that banners made from PVC can be quite beautiful and striking, with bold colours and a glossy finish. If you are using them to advertise a business then you want them to look as professional as possible, and this is certainly something PVC can offer.

Versatility: Lastly, PVC banners can be cut in any size you want so they are highly customisable. Sometimes you want something a little different to make your company stand out from the crowd. If you do, PVC offers great possibilities.


When you are choosing your banner supplier, just make sure they use up-to-date printing technologies for a high quality result. Also, talk to them beforehand to make sure they can meet all your requirements in terms of banner size, graphics and budget.

Why you should Take Care of your Vinyl Signs

Once you have your vinyl signs made, it is important that you understand how to look after them if you wish to get plenty of use from them. This article offers you advice on how to correctly display and maintain your signs and banners.

These days vinyl signage is one of the most popular and cost effective ways of advertising. They have a variety of different uses, from advertising business promotions to letting people know about an event or party. Vinyl signs and banners can last a long time and withstand a variety of different weather conditions; however you will need to make sure that you look after them properly, especially if you plan on using them outside.

Displaying
To begin with, it is important that you hang your banner correctly to prevent damage and tears, so be sure to choose the correct equipment. This will mainly depend upon the location and position that you wish to hang your banner but often banners are typically hung by rope or bungee cords threaded through metal grommets in each corner of the sign. You should make sure that you always use the metal grommets since they help reinforce the sign and prevent tearing. Avoid attaching the sign too tightly to give some movement should conditions become windy, otherwise again it may tear.

If you choose to use a stand or frame to display your banner then you will find that the majority of vertical banners will need to be pole pocket mounted. Essentially this means that a pocket needs to be made at the top and bottom of your vinyl signs and then a dowel can be used in order to attach the banner. It is important to ensure that the pockets are big enough to be able to comfortably fit the dowel through and that the banner is not being overstretched, otherwise the increased tension could damage the banner and frame.

Storing
If you want to get as many years as possible out of your banner then you should make sure that you remove anything that has been used to attach it before you store it away. This is to prevent the graphics and material being scratched or damaged in any way. Once you have removed all of the fixings you should make sure that you roll the sign up carefully, keeping the graphics and print facing inwards to stop the ink sticking should the sign become hot. This will also mean that the graphics are protected from being scratched whilst in transit.

Vinyl signs are meant to be able to cope with a variety of weather conditions and be used outside for a number of years; however this is only the case if you look after the banner carefully. By following the advice above you should find that your banner stays looking professional for a number of years.

Discover how Banners Could Help your Business

When you think about the way most shops and businesses advertise you will find that they all have one thing in common and this is that they all use custom banners to help promote and attract attention from the general public. They can in fact be a fantastic way to encourage brand recognition!

Using Banners

Banners can be made of vinyl or fabric and are quick and easy to print; which means that you don’t have to spend weeks waiting for your advertising materials to arrive! You can choose any design, colour combination and the graphics of your choice; but make sure that they are easy to read from a distance, contain all of the relevant information and are eye catching. What makes this method of advertising even more appealing is that they are incredibly hard wearing and can be used for long periods of time no matter what the weather. This makes them one of the most cost effective ways to advertise!

These days’ this type of signage is printed using some of the most modern inks and techniques available. This means special UV inks to reduce fading and keep it looking bright and attractive no matter what the weather conditions. When it comes to the design, customised signage can be created using photographs of more or less anything you may require; great if you are advertising a business some distance from the building itself since you can include a picture to help people recognise you. There are endless possibilities and if you are unsure of what may be the most effective then talk to the printers as they will often be able to give you some helpful tips.

What makes these signs so versatile is that they can be hung almost anywhere you need them. For example outside the event venue itself on the side of a fence or building, hung in the window, from a flag pole or using a banner frame. Within a shop itself you may often see them suspended from the ceiling over a specific aisle. A customised banner can be more or less any size and shape you require, just discuss your requirements with the printer to see what is possible.

A printed banner can really come into its own when used for a show or an event since it helps to attract people over to your stand and convey what it is you do or sell. You can also use them to display any offers or promotions so people can easily see how much your products might cost them. They are incredibly easy and portable as they often roll up, which means you can put them in your van or car to easily transport them to the event in question.

Overall, the appearance of these signs are extremely professional allowing you to convey whatever message it is out to a wide range of people quickly and easily and at an affordable price!

Using a Customised Banner for Advertising

Making sure your advertising is noticed is incredibly important and more businesses are using banners than ever before. This article will offer you some advice on how to get started.

Using a banner to advertise a new business, product or an event can be a great way to attract customers or visitors to come and see you. They can quickly and effectively grab attention and help people easily get an idea of what it is you do. Due to the materials used to create them, they can be located outside as well as indoors and can be moved around and used numerous times; making them an incredibly economical way of advertising.

These days’ signs can be made of a number of different types of material and are printed with the latest inks which are designed to be long wearing in all types of weather; keeping them looking newer for longer. For this reason many businesses are now opting for vinyl signage as their main choice. Printing costs are usually incredibly reasonable and there are almost no limits to the size, font and graphics that can be used.

Why Use them?

When you think of banners you may remember the old paper versions that used to exist, but these have been replaced by a much more durable vinyl option. This means that come rain or shine, your sign will not tear or fade and will stay put during windy conditions. As a result of this, vinyl is the ideal material for all your signage needs whether it is to be used simply for the day or for a much longer period of time. They can be used to advertise a school fete or event, the start of a new business, a wedding or simply advertising a shop or special promotion.

If you plan to have your sign up for some time then it is wise to make sure that your sign is printed using UV light resistant ink to make sure that they stand up to sunny and windy weather conditions. Your banner can then be hung in a number of different ways including being attached to a wall, hung in a window, attached to a frame or suspended from a flag pole.

If you are looking for an affordable and effective way to advertise your event or business then you will find that the many uses and features of this type of signage will be all you need. You can choose to use more or less any style of font and use the graphics of your choice to customise it to your needs. So next time you need to advertise and promote an event or sale, why not consider a vinyl sign?

Effective Business Planning Techniques

Business planning is all about knowing your objectives and ensuring your employees or team members are aware of them too. There are plenty of things you can do to plan effectively, but one of the most important things to remember is keep it simple so everyone involved can understand where you are going. So many people try to overcomplicate things, and get so bogged down in little details they lose sight of the bigger picture. If you are starting a new business or project and thinking about planning strategies, here are some points to consider:

Know Your Objectives: Different businesses define success in different ways, so you need to know exactly where you want your business plan to take you. For example, do you have specific financial targets you want to meet, or do you have certain expansion plans in mind? Knowing what your end goal is will inform every stage of your planning strategy, so you have to have this worked out before you can do anything else. Also, get planning boards set up with all your objectives displayed clearly where everybody can see it – then you can start filling it in as your work out the rest of your plan.

Set Smaller Goals: Of course, the end target can sometimes seem a long way off, so to help make your work seem more manageable you should also set yourself and your team smaller goals or milestones along the way. You should reward your team in some way when they reach these smaller milestones, as this then acts as a motivational tool as well.

Keep Things Evolving: Your strategy should be simple and concise, yes, but it shouldn’t remain static. The business environment never remains still, so you have to be prepared to adapt in order to respond to market changes. You shouldn’t fill in your planning board and then follow it rigidly – the idea is that you can erase certain ideas if need be, or alter them. (Make sure, therefore, that you buy a board which allows you to do this.)

Know Your Budget: In order to plan effectively, you also need to know what kind of budget you are working with to achieve your core objective. Then you have to work out to the last detail what kind of resources you need in terms of equipment, manpower, outsourcing services etc. This should also be noted down clearly so there is no confusion later on.

Communicate: Whatever decisions you make regarding your business plan have to be communicated clearly to everyone involved, whether this is team members, customers, suppliers or investors. This is why planning boards are essential, because any changes you make can be updated on these and everybody can refer to them whenever they need to refresh their memories.

Creating A Sign For Your Business

Your business sign is not just there to let customers know where your company is. In many cases your sign is the first impression a potential client may have of your business, which makes it a very effective marketing tool if designed properly. In addition to your logo, business signs should reflect, clearly and simply, the ethos of your company. Here are some things to bear in mind when you are thinking about the design:

Work Out Your Message: With a sign, the marketing or branding message is all-important. It is this which tells your customers what kind of business you are – not just what you offer, but what makes you different from your competitors. Take time deciding on a message which is clear, concise and ties in with your marketing strategy. This is quite a skill, as your message needs to be conveyed in seconds.

Customer Base: Business signs should always be designed with the core demographic in mind. For example, if you run a shop selling clothes aimed at younger people the graphics you use need to reflect this. You sign needs to ‘speak’ to your target customer group. Make sure the graphic designer you are using understands the needs of this target group.

Bold Design: When it comes to the design of the sign itself, it needs to stand out in some way – even if you are going for a more subtle, classic feel. Some people make the mistake of believing that a subtle sign needs to blend into its surroundings, but this is not the case at all. Your sign can stand out without being brash, if you make sure you use contrasting colours and don’t over-clutter it with too many graphics. Also, make sure the wording is large enough to be read clearly and easily.

The Right Positioning: Think about where you are going to put your sign in order to make it visible to the most people possible. Approach your business from every angle and decide which is the most obvious spot. You’d be surprised how many companies, after spending a long time creating the perfect sign, put it in entirely the wrong position.

Keep It Fresh: Don’t just create the perfect sign and then assume that’s it for the foreseeable future. After all, your essential company ethos and product focus may remain the same, but times change so your sign – one of your biggest marketing tools – must reflect this. In this fast-moving age, customers will be put off by dated advertising, so don’t get stuck in the past.

Why Use Advertising Banners?

Using advertising banners and signs is the perfect way to draw attention to your business or promotion. As long as you take care to create a clear and arresting design, and place them strategically, they are sure to get your message across. Whilst many larger businesses are also using internet marketing methods today, nothing quite beats an old-fashioned banner for immediate impact. So why, no matter what the size of your company or retail outlet, should you invest in this form of advertising?

Versatility: Advertising banners can come in virtually any size or shape you want. If you want a giant banner to cover an entire wall of your building, or several smaller ones placed in strategic locations, the choice is yours. If you find a good signmaker with the latest hi-tech printing equipment, you can also have the choice of any colours and the level of printing quality today is fantastic.

It all depends on how much you want to spend, so price is flexible too. If you want to use your banners for a sustained period it may be worth paying a little more for increased durability, but for a day-long campaign you can pay less but still be assured that you will get a high level of printing quality.

Durability: If you use vinyl banners and signs they are highly durable. Many shop owners, if they are embarking on an extended campaign, like to use these because they are pretty much weather-proof and can last weeks or even months.

Immediacy: Online marketing campaigns such as email marketing are great for building up a steady level of business over time, but if you want an immediate impact nothing beats a really high-impact advertising banner. It’s worth bringing in a graphic designer to create something special and make sure you work out the most strategic locations to place your banners. After all, if you have a sale on in your local store or a week-long promotion you want to bring people in then and there, not wait for them to find you online.

Simplicity: Many companies may be too small or perhaps just don’t have the time to build up a complicated marketing strategy. One of the best things about advertising banners is their sheer simplicity – you put them up and let them do the work for you. Also, if you regularly attend trade shows, display banners are very simple to transport as well as being highly robust, so you can take them with you again and again when you are trying to make new business contacts or promote a new product.

Display Banner Pitfalls To Avoid

Display banners are the perfect way to advertise your business message, whether it’s at an industry exhibition or large outdoor event, or indeed any other situation where temporary advertising displays are called for. They are easy to transport, can be rolled out in seconds and are durable enough to be used again. There are several different varieties of banners, but what they all have in common is the need for a well thought-out and striking design to adorn them.

Here are some things to avoid when designing your display:

Don’t use too much text – a banner should never be overcrowded with words as the person looking at it should be able to grasp your message in seconds. Any longer and you may well lose their interest. Also, too much text will be hard to read from a distance so it won’t be effective in drawing in a crowd. However witty and well thought-out you believe your text to be, if it doesn’t come in the form of a clear, concise message you are simply wasting valuable advertising space.

Don’t overcrowd your display banners with too many images or logos. A busy banner is not a striking banner, and as any graphic designer will tell you, you need a certain amount of white space to draw the eye to the essential message you are trying to communicate. Your graphics, therefore, should be as clean and simple as possible. Also, don’t use more than two types of font for your text as this will look messy.

In addition to the layout, think about your colour scheme. It’s best to use a small number of striking, contrasting colours as this will make your banner look sharp and arresting. Colours which are too similar will blend together and make your message difficult to read or digest, particularly from far away.

Think about size. No matter how beautifully laid out they are, your text and images will be no good to you if they are not large enough to draw in potential punters from far away. Think about the kind of distance people are likely to be standing from your banners, and then test it out to see whether it is clear enough. For this, you will need to know where your booth or other allocated space is going to be, so you are aware how people are likely to approach it.

Why Use A Cafe Barrier System?

If you run a cafe in a bustling urban area you will know that it can be difficult to compete with all the many other such establishments operating nearby. Whilst offering meal deals and fantastic daily specials are of course important, you also need to find a way to make your cafe stand out from the others, and an outside seating area can also make it look inviting. Cafe barrier systems can allow you to do both of these things, and more, as we shall discover. Here’s why you should invest in one:

Staking A Claim: If your cafe is on a busy street with plenty of rivals with their own outdoor seating areas, you need to stake a claim to your patch. A robust barrier system will allow you to do this. After all, on a hot day consumers will want to enjoy the sun, and if you haven’t made sure of your bit of the pavement early enough there will be plenty of other places they can go to dine al fresco.

Differentiation: Your barriers can be printed with whatever graphics you choose, so make them as arresting and attractive as possible and you will create a welcoming place for customers to sit. These systems aren’t just about claiming a pitch – they’re about advertising too, and making your establishment stand out from the crowd. An attractive looking outside display is always going to draw people in.

Durability: Good quality cafe barrier systems are made from stainless steel and the graphics can be printed on wipe-clean PVC, meaning that they are weatherproof and highly durable. The initial investment may be higher for a better system, but you won’t have to be replacing it any time soon. In effect, you have a ready-made advertisement for your cafe that you can use as many times as you want. The systems can be customised to suit the location, so if you are in a particularly windy spot you should be able to request one made from mesh, which allows the wind to pass through it without being blown down.

Ease of Use: A cafe barrier system can be taken down very quickly at the end of the day and stored neatly away. This is important, because if left out at night it could easily be vandalised or stolen. It should also be light enough to be easily transported should your business be doing the catering for an outdoor event.