Is there room for another grocery discounter?

With Aldi and Lidl opening stores across Australia and giving the traditional grocery stores a run for their money, is there really any room for a third grocery discounter?

Kaufland - discounter

German retail company, Schwarz Group, has plans to bring the hypermart chain Kaufland to Australia.

Kaufland has seen success in Eastern Europe with more than 1,230 stores and has a strategy similar to Lidl and Aldi but sells branded products as well as its’ own discount merchandise.

While hypermarkets are not something that Australians have really witnessed before, the Kaufland model is based around a large format store stocking up to 60,000 product lines – everything from groceries to electronics – and this could be the differentiating factor that attracts consumers to ‘give it a go’.

Already experts believe that the Aldi’s and Lidl’s of this world leech off the bigger supermarkets initially and then convert those shoppers to buying their bulk shop from them, using Coles or Woolworths for the specialist items that they cannot offer.

If Kaufland has all the discounts and a wide product range, including their own ‘K-Classic’ brand, this could be exactly what consumers are looking for.

The Coles and Woolworths of this world, however, do not agree that it’s all down to price and still remain strong about differentiating themselves by the other services they provide in-store.

It will be very interesting to see what impact this ambitious Australian investment and development program for Kaufland has on the Australian grocery market and how consumers will react.

 

Follow up on leads – it’s worth it!

Never been easier

Data capture and following up on leads from an exhibition or trade show has never been easier. No longer do you need reams of paper to collect names, phone numbers and email addresses as it’s all captured on a tablet and sent straight to your database, ready for you or your sales team to follow up on. Or is it??

Lead Generation and Data Capture

Research has long suggested that the vast majority of leads generated by trade shows never receive any follow-up by company representatives. A recent study estimated that less than 70% of exhibitors have a plan in place to follow up leads after the show.

 This is crazy!

With the likes of MailChimp, Asana and other database marketing tools that can be automated to contact leads after the show, this really should be a simple task and one that can be set up weeks before the show. But so often this part of the sales process gets forgotten in the ‘whole trade show plan’ and the leads that you do generate become worthless. 

So here are a few ways you can make sure this does not happen to you:

Create a Trade Show Plan

A trade show plan does what it says on the tin. It is created for a specific show and covers everything from the layout of the exhibition stand, lighting, connectivity, devices, staffing and promotions. However, one of the most important things it should include is ROI and lead generation. Without a plan in place for what happens after the show these leads are in danger of being forgotten.

Create a Data Capture Page

A data capture page will create a new database where you can keep all your leads from the show. You could encourage visitors to leave their details by offering a reward, whether in the form of a competition or further information. If possible have a dropdown list on the data capture page that can categorise the leads into specific targeted groups. This way when you send them info after the show it will be relevant and targeted to their industry.

data Capture at an exhibition

Have a Post-Show Plan

Have a plan in place for after the show covering how and when you are going to contact these leads and who is going to do it. Ensure your follow-up plan offers a range of options for further engagement, like a free download or a demo request (don’t limit this to one option, give them a few to capture everyone’s interest). And make sure that you remind prospects of any announcements or special offers that you made at the show. Basically, make your email count, make it drive some action.

Make it Someone’s Job

If after-show contact is not a job for you then find someone who can own it and run with it. Ensure that person understands the plan and then has all the tools to make it happen. Include conversion analysis in your plan so that you can understand how many leads converted into sales and their value – sometimes this kind of info helps you negotiate with event organisers the following year.

We love warm leads

Any lead created at a show or exhibition is considered a warm lead. These are people that have visited your stand, have given you their email address and have shown an interest in your product. Contact them and make the investment you made at the exhibition give you something in return.

Make every lead count.

 

If you need help with your next exhibition stand or want to design some collateral around data capture give us a call on 1300 240 250.

 

Has the ICC been a success?

Convention and Exhibition Centre

It took 3 years to build, over 15,000 tonnes of steel and enough concrete to fill 40 Olympic-sized swimming pools.

When the $1.5 billion ICC Sydney opened its doors to the public in December 2016, it boasted an impressive array of features including three tiered theatres, 70 meeting rooms, Australia’s largest ballroom, the country’s largest exhibition space, and the biggest kitchen in the southern hemisphere.

At full capacity it can host three conventions simultaneously and comfortably hold 30,000 people across the three venues.

The convention centre is expected to not only attract more events, concerts and conventions to Sydney, but also inject billions of dollars into the NSW economy. Infrastructure Minister Andrew Constance states that “It will generate at least $5 billion in economic benefits for NSW over the next 25 years, and will employ up to 1800 people”.

With more than 400 events booked in at the time of opening, from rock concerts to international conferences, summits to sporting events, the future is looking bright for Sydney. The 2018 Sibos international banking conference, for example, is expected to attract 6000 people and generate $37.8 million for the NSW economy.

Many businesses around Sydney are already reaping the benefits from the centre. The redevelopment of Darling Harbour, which will encompass a new Sofitel hotel, retail and dining establishments and apartment complexes, is certainly putting Sydney back on the map and that can only be good for a wide range of businesses.

 

An Introduction to Branded Flooring Solutions

Whether you are planning a stand for an exhibition, a retail pop-up space or an experiential marketing campaign, it’s imperative you consider all aspects of the build. People tend to focus on the stand itself, which is understandable, but the flooring is often something that gets overlooked by inexperienced operators.

Branded Flooring - Displays 2 Go

5 Reasons why stand flooring is so important?

  1. It completes the picture. If flooring is part of your stand design it can be branded in your colours with key marketing messages or logos included. This can deliver a massive boost of visual “punch” to your exhibition space and increase visitor engagement.
  2. It gives your stand a defined sense of scale, making it stand out from the rest.
  3. It enables you to conceal electrical and data cables, making it look professional and slick.
  4. It enables you to finish off your stand by putting a stylish ramp edge around your display area.
  5. It can be used to effectively guide people around your stand, providing pathways and signage prompts.

Types of flooring to choose from

As you can imagine, there are many different options to choose from. It just depends on your requirements.

Raised Exhibition Flooring

The most popular flooring we produce is raised exhibition flooring. This can be timber or printed and is typically coated with a hard-wearing white melamine finish, which keeps it looking great and provides a safe, waterproof surface.

Timber Exhibition Flooring

Printed Carpet & Vinyl Flooring

The other types available are printed carpet flooring and printed floor vinyl. Both are highly effective, but each is appropriate for different scenarios.  Let’s take carpet for instance – no longer do you have a limited choice; today you get to design your own carpet and get a roll printed! A perfect solution to create a luxurious, welcoming feel under-foot, and great for exhibition stands, office lounges or waiting areas. Vinyl on the other hand is mainly used in sporting areas, shopping malls, showrooms and supermarkets. Floor vinyl is generally used for shorter-term promotions to get people’s attention, or as sponsorship at a sporting venue.

Exhibition stand - printed carpet Adhesive Floor Vinyl

Printed Carpet Tiles

Possibly the most versatile solution is printed carpet tiles. These tiles can make the difference between an average looking space and one of the most talked about spaces in the exhibition! The tiles give you the opportunity to create a unique, portable flooring solution that can be positioned together to create one large image. These tiles can be used time and time again at different venues and for a variety of uses.

Printed carpet tile

How easy is it to install?

It does depend on what option you decided to go with, but generally branded flooring is easy to install and highly portable. It is also modular, so you can start small and then add more pieces to it if required.

If you are looking for a solution that ticks all the boxes then come and talk to us at Displays 2 Go and we can walk you through all your options and provide you with a portable stand that will stand the test of time. Call us on 1300 240 250 or email us at sales@displays2go.com.au

Pop-Up Shops

We have all seen them in Sydney, you have probably all be in one of them, and you may even have eaten at one of them – pop-up shops and kiosks are ‘popping’ up all over the place, and research indicates that consumers love them!

Pimms Pop-up T-pot

So what is classified as a pop-up shop?

Mobile Pop-Up Store

Mobile pop-up shops aim to reach consumers on a more personal level and leave them with a sensory experience; one they will share and talk about with friends and family. Often there will be free samples that you can either taste in-store or take away with you, or it will be more personal.

Examples: food trucks, mobile champagne bar, chic fashion boutique bus, mobile barber, mobile stores.

pop-up Book store

Pop-Up Dining Experience

These dining experiences are enticing and a fun way to try something new. Often consumers like the fact that they only have a limited window in which to experience a certain eatery. Because they are usually on a smaller scale it gives restaurateurs the chance to test menu items and interact with consumers face-to-face.

Examples: pop-up poker restaurants, fast food pop-ups, Asian fusion pop-ups, fundraising pop-ups

Interactive Pop-Up Shop

These interactive stores embrace modern marketing strategies and aim to leave a lasting impression on consumers. Whether it’s a scannable virtual shop window, a branded experiential pop-up store or a robotic coffee shop these interactive methods definitely pull in the crowds. They are set up up in high foot traffic areas like high streets, malls or major sporting events. 

Example: Pimms Pop-Up T-Pot at Wimbledon, John Lewis scannable shop window, Dyson experiential pop-up store

pop-up Kiosk  

Temporary Retail Pop-Up Shop

These temporary stores are ideal for marketing new collections, product launches, sampling or seasonal promotions such as Christmas. Ranging from physical stores, kiosk malls, or mobile bus boutiques they interact with consumers, either through their senses or using digital technology.  Often pop-up shops will have a branded social “share” area where consumers can take selfies and post it to Facebook and Instagram.

Examples: Kenzo Boutique bus, Walmart Xmas Toy store, Charity Store, Corner Pop-up shops

Pop-up boutique busBranded Pop-Up Retailer

Brands are embracing the pop-up store as a quick easy win and away to gain more exposure. They are taking every opportunity to deliver a fully branded experience no matter where you are, giving an instant shop window to increase awareness and enhance consumer engagement. More and more household brands are starting to use this type of ‘flash’ marketing. 

Examples: Nutella Creperies, Tesla’s temporary car store, festival yogurt shops

pop-up experience

Why are pop-ups so popular?

Because they are eye catching, they are new and they are usually quirky. Brands can be more creative with a temporary set up attracting consumers and delighting them with something new. People like different, and if they are interactive and engage consumers it’s a win-win for everyone.

Delivering a Pop-Up Experience

Displays 2 Go has it’s own production team working out of a production facility and warehouse in Sydney. Together, the team have many years’ of experience in producing display, exhibition and pop-up solutions.

Whether you are looking for a pop-up kiosk for your next mall activation, a vendor bike pop-up store  or a branded pop-up store with sampling stations , we have the ability to design, manage, build, deliver and install your pop-up experience.
To discuss your next pop-up experience, call Simon, Phil or Liz on 1300 240 250.

Food sampling and tasting – what factors make the difference?

When it comes to your sampling activity, what are the things you need to get right?  It’s a question you need to ask yourself when you are deciding on the details of your sampling campaign, and there are a few factors to take into consideration. Here some tips for your next campaign…

Objectives

It’s important to know what drives purchase decision making with your brand, and how your customers typically buy your product on their normal supermarket shop. If you are clear on this it becomes more obvious as to where to position your sampling station.

For instance do you need to educate people about the taste or health benefits of your product in order to generate trial? If so, then it maybe better to stand outside the store, where you have access to all the supermarket’s shoppers for the day – outside provides a wider opportunity than the aisle.  If you were in-store you would only have exposure to customers in the aisle in which you were positioned, and if a customer does not walk down that aisle then you may have lost that potential sale.

Some products could be positioned in more than one aisle – heading to the front of the store or outside means you’re not pigeon-holing your brand.

Positioning and Hardware

The position that you request from the store manager may not always be the position you get. So remember to be as specific as possible, including the amount of space you require for your stand. Your need for power will also determine your floor allocation. If you can be self sufficient and not need power your options are improved. Most sampling agencies will have a good relationship with the store manager and should be able to get a premium space for you.

Cadbury Demonstration Table - Displays 2 Go

In-store demonstration table at the end of an aisle.

Not all stores allow mobile sampling, but it’s well worth considering for a new product, as you can then roam the store and actively target your ideal purchaser rather than more passively hoping they turn down your aisle! Remember, if you are mobile sampling it’s important that you have the right sampling trays to be able to showcase your product effectively and efficiently. They must satisfy store OHS requirements as well as being easy for the sampling staff to use, and of course must look fabulous!

Conversion to purchase

The conversion-to-purchase metric is what it’s all about, sometimes!  Many companies run sampling campaigns to sell more products. But if it’s a new product then perhaps trial is the key and actual purchase less necessary in the early days.

Let’s look at a potential sales scenario for a moment:

For example if we had a 100 samples in-store and we achieve 20 product sales this means our conversion to purchase would be 20%.

Simple right? Well yes and no. This is our conversion-to-purchase, but you need to be clear that if you are based in-store you will only have access to customers that are shopping in that aisle, therefore your total sample volume will be a lot smaller than being positioned at the store entrance. When you are not near the point-of-purchase your conversion rate will be reduced.

Some figures from a recent supermarket campaign investigated both positions on different days, and the results were interesting. The outdoor sampling at the store entrance gave away 1200 samples with a conversion of 4%, achieving sales of 50, in the aisle they achieved 620 samples and a 7% conversion rate, or 43 sales. As you can see from the figures the brand achieved more new customers from being positioned at the store entrance than in the aisle on this occasion.

Measurement

We are lucky that technology allow us to really follow up on marketing campaigns, and the data we can collect from the supermarkets is fantastic. It not only enables us to collect sales data prior to sampling day but also data from two weeks after. Giving us trend data on consumer behaviour, and hopefully an increase in sales as a result of the sampling campaign. Feedback from the staff conducting the sessions can also help you understand any nuance in product trial numbers for each sampling session.

product measurement

Understand how effective your campaign has been with data.

Staff

We all know that staff can make or break a campaign, so make sure your talent understand the objectives of the campaign and are knowledgeable on the product.  Ensure they are aware of where they are sampling, and if they are mobile make sure they have product nearby to re-stock.

Damage can easily be done to brands via poor quality staff, so invest some time in mystery shopping them from time-to-time to make sure they are doing a good job. Agree terms with your sampling agency before the campaign starts. For instance, the number of no-shows acceptable throughout a campaign. Agree the proportion of ‘poor’ mystery shops before remedial action is taken – don’t leave it to chance, make sure your sampling agency has ‘skin in the game’ too.

Exhibition staff

Ensure your staff are engaging like this Shell Rep.

Investing in sampling does not need to be costly, but it is important to understand your shopper and to know where the best position is for your brand. Make sure the hardware is fit for purpose, looks good and portrays the right image. And spend the time briefing your staff – because they will make the first impression!

If you require any advice or need a demonstration table or sampling tray for your next campaign then check out our website at www.displays2go.com.au

 

Supplying the Right Logo File for Printing?

Most companies will have a logo  – a logo that customers can instantly recognise. A logo design can be made up of different elements; whether it’s the colour, the font or an image, this is what depicts your brand. It’s crucial that when you use the logo it looks good on whatever medium you are displaying it on.

When a logo file is designed it is usually created using software in the Adobe Design Suite, such as InDesign or Illustrator, meaning it can be saved in many different formats and resolutions. It is crucial that you get a good mix of file formats from your designer so you are able to use the right file for the right job.  It doesn’t matter if you can’t open all these formats – it only matters that graphic designers and printers can! 

Using a logo for your website

If you are using a logo for a website it needs to be a comparatively low resolution because it needs to load quickly, and only needs to be large enough to see on a screen. This type of file is typically a ’picture’ file like a TIF, JPG or PNG.

Take a look at the example below – this is our logo used on our website.

  Low Resolution file - Displays2Go

Now look what happens if we try and enlarge this logo – the resolution used on a website is very low and unsuitable for large format printing.

example-og-large-low-res

So what type of file should I supply for print?

To use your logo for print, whether it’s media print or large format print, the file needs to be “high resolution”.  In simple terms, resolution refers to the quality of the image.  The more dots of resolution you can cram into the width and height of the image the better quality the image will be, hence the higher the resolution will be.

For most printing you will need a high resolution file, and the larger you want it to print the higher the resolution needs to be.  Artwork files can come in a variety of formats, including PDF, Adobe Illustrator (identifiable with the file name extension ‘.ai’), or ‘.eps’ format. If you don’t have design software on you computer, you will not be able to open or view these files, but your printer can. You can also provide a TIF, JPG or PNG in high resolution, but these files would generally need to be at least 1 MB in size in order to present well when printed.

Here is an Illustrator file the same size as the website file in the first example.

Illustrator file - Displays 2 Go

Below is the Illustrator file enlarged. An illustrator file stays sharp as it is enlarged.

High Resolution File - Displays 2Go

As you can see, the high resolution image is crystal clear, and this is what you want any print work to look like.

Remember that when you are sending out your logo, think about where it is being displayed and then select the correct format and resolution. If you do this you will ensure your logo and brand will print well.

If you have any further questions about sending us files just give us a call and we can talk you though the process.

SCentre pushes clients to a new style of banner

If you have ever run a marketing or sampling campaign in any of the SCentre’s (formerly Westfield) then you will be aware that there are certain rules that you must adhere to. This is standard, and something as marketeers we accept and understand.

Why have rules?

The rules are set to protect the stores in the centre and to ensure that the display setup is to a certain agreed standard and will not harm any of the general public – the mall must take responsibility for health and safety within its buildings.

This may all seem like common sense, but as technology advances in the display industry so do the products.
The NEW Blade Stand.http://www.displays2go.com.au/item/240/banner-stands/Blade-Stand?utm_source=blog&utm_campaign=bladestand&utm_medium=blog&utm_term=banners&utm_content=blade

SCentre has decided to create a new standard around display collateral, pushing clients from old, out-dated pull-up banners towards the new style of banner that is called the Blade Stand. Using these new banner stands throughout their malls creates a more premium feel and a more consistent image. These banner stands are more stable than a traditional pull-up banner thanks to their low centre of gravity, so are loved by shopping centres as they improve the safety of patrons.

The new Blade Stands feature a graphics printed on fabric, and can be printed on both sides to drive even greater impact by reaching the audience from multiple directions. Each stand can still be set up in minutes and the fabric graphic changed quickly – the fabric skins can even be put through a washing machine to ensure they consistently look like new.

With three different widths (600mm, 900mm, or 1200mm) available, you can be assured there is a size to match your needs. The slender 600mm wide stand is ideal where space is tight, whereas the 1200mm wide unit stops audiences in their tracks!

Why not take a look at our range and we can get you ready for your next mall campaign.

Cooking carts in food markets

There is pretty much nothing Australia cannot grow or produce. Less than 10% of our retail food is imported, and two thirds of our land is given over to farming. So it’s no wonder that visiting the spectacular city food markets on the weekend has become a social event for many families and foodies.

Markets

It’s not just about the fresh produce and variety of foods – it’s also about the atmosphere, the smells, and of course the free samples.

Many stall holders will have a tasting plate on the front of their stall enticing you to try their food and produce. But for some stall-holders their product is best experienced hot or used as an ingredient within a dish. This becomes more of a challenge to offer produce to consumers if you have no cooking facilities.

At Displays 2 Go we have just designed a cooking cart for Dandenong markets in Melbourne. They wanted to introduce a fully portable kitchen that can be used on market day by different vendors.  The design we came up with is compact unit that can be wheeled out into the retail space and quickly assembled with minimal disruption. The cart has been fitted out with a gas cook top, a sink and a hygiene-grade prep space and chopping board. There is also fresh water and a grey water outlet which is completely contained within the unit. It even has an angled mirror making it easy for the audience to see what is being cooked, and it comes with a mic and speaker system for maximum impact.

Coking Cart

The cart offers vendors the ability to cook and demonstrate how to use their products. It not only helps consumers learn more about the products themselves, but it also enables vendors to engage with their customers. The ability to be able to watch someone cook and then try it fresh out of the pan is a great way to sample products. It also creates a rather surprising ‘obligation’ by some customers to make a post-sample purchase.

Sampling is still considered one of the best ways to promote sales. The introduction of the food cart into the Dandenong markets should see a positive take up and the vendors can enjoy their lift as much as the market itself.

To find out more about this cooking cart give us a call on 1300 240 250

How to fix common errors with artwork setup

Every day our clients send us artwork to be printed.  These files come in all styles and sizes, but unfortunately not all files arrive print-ready!

As we see so many pieces of artwork it puts us in a great position to know the common issues that people struggle with, so we have designed a few “how-to” guides to help our clients achieve great results the first time around.

How to Guides - Print

To make it easy for you we have written step-by-step guides to walk you through the process. We’ve also included the instructions in video format, as well and a downloadable PDF for you to keep on file and print if you need to.

Five Common Problems

Here are the five most common problems we see with print files:

  1. The colours have not been set up for CMYK/process printing
  2. The die-line is not set up correctly for printing
  3. The file has not been flattened correctly
  4. The text has not been outlined
  5. The client is struggling to manage the file as it’s too large

Each of these issues can be resolved by following the online tutorials, but it’s important to understand why you need to to do these things so mistakes are not made when sending a file to print. Below is a quick summary of WHY it’s important to check your file for these elements.

  1. Why do I need to convert colours to CMYK?
    When we prepare a print ready file it must only contain the four CMYK separations to print correctly. If there are any components in the file that are set to a spot colour or RGB colour, it can render highly unpredictable results when converted to CMYK.  Click here to see how to convert all colours to CMYK.
  2. Why do I need a die line?
    A die line is used on artwork to enable it to be cut or folded to a particular shape once it is printed. If this has not been set up correctly then it can affect the finished article. Ensure that the dieline has been placed into the artwork as a separate layer, which allows the user to ensure it is correctly located relative to the print component. Click here to see how to create a die line.
  3. Why do I need to flatten an image?
    Flattening images basically ensures that what you see on your screen in what comes out of the printer. Part of the print process involves converting the file’s information into ‘printer language’. It’s in this conversion process that some printing software may interpret the file differently, producing unexpected results. Flattening the file removes the possibility of this type of error. For a step-by-step guide on what it means to flatten an image.
  4. Why do the fonts look different from my file?
    When an artwork file is opened on another computer it will search that system for fonts in the file. If it cannot find the fonts it will try and substitute the font, or open the file using another font. Either of these will change the result, so to stop this from happening it’s important to outline your fonts.  Outlining the font effectively means you are changing the text into an “object”, and in so doing it means any computer ceases to recognise the font as text. Click to find out more abut why fonts change and look different.
  5. Why can’t I send you the file?
    We all know how frustrating it can be when you have finally got your artwork to be print ready and then either your computer slows to a grinding halt or you cannot send the file because it’s too big!  There is one setting that can resolve this issue and reduce the size of the file by 95%. Click here to find out a simple way to send your file to print.

If you have any other questions regarding your print file then at Displays2go we are always happy to talk it through on the phone.