Author Archives: Jason Willis

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.

Image is everything! Hire a good photographer.

We’ve been building exhibition stands for many years and we work with marketing managers and business owners who understand the importance of their brand, and delivering a consistent brand experience at every touchpoint.

Quality images

Photography sells products.

In a world where image has become everything, it’s crazy to assume that a DIY photo or image will deliver what you need for your brand.  It has never been more important to invest in good design and good photography.

So, it continues to bemuse us when we receive images and design that is clearly ‘home-spun’. We’re asked to deliver exceptional, impactful display materials whilst being given mediocre artwork and imagery. Yes, our printing processes are cutting edge and our dye sublimation processing some of the best you’ll find, but we still need high resolution images to work with.

Your smartphone will take great photos, and in the right hands can even take award winning photos, but use those photos in a large format display and they may struggle to deliver.

Product photographyRemember when you use your images online they only need to be 72 dpi resolution and are likely to be used at a small enough size that imperfections won’t be seen. Use that same image at 2.4 metres and suddenly you have a very different set of circumstances.

This is where a highly skilled photographer can be your best ally – not just for their technical expertise but also for their creativity. Proper lighting, staging and a little Photoshop editing can make surprising differences to the final result. 

When budgeting for marketing materials, allow money to invest properly in photography and imagery. You really won’t regret it. You’ll use those images time and time again. Your PR agency, your ad agency and your web agency will all thank you for the investment, because now they are free to work without both hands tied behind their back!

For help and advice with your next portable display piece, give us a call. We’ll be honest if we feel your image isn’t going to print well, because we’re here to make you look good.  And because it’s our brand on the box!

How to ruin your exhibition

We’ve been creating exhibition stands for clients for over 15 years and in that time we’ve seen some sights! Here’s five things we suggest you never do at your next exhibition.

Rush
Never leave the organisation of your stand till the last minute. It takes time to design, print and set up a good stand. It’s a decent investment, so invest in the planning to get it right. Create something you’re proud of and that represents your business appropriately.

Exhibition stand not finished

Always leave enough time to get your stand show ready.

Design it yourself
Unless you’re a graphic designer, know your strengths and leave design to the professionals. It will never look as good in reality as it did in your mind’s eye, if you ‘have a go’ yourself. Believe us!

Invest in a TV screen but have no content
It’s awesome to have a screen on your stand, but it’s only effective if its:
 a) Working
 b) You have content to show on it. Leave it to the professionals to set up and get running, and make sure what you’re displaying is good quality and representative of your company.

Sign up unmotivated staff
Many exhibitions and events are on the weekend. Don’t assume your staff want to be there working your stand for 8 hours a day. Sometimes it’s better to pay an agency to supply motivated, educated individuals that are committed to getting a good result for you.

Exhibition staff

Ensure your staff are engaging like this Shell Rep.

5. Assume everyone shares your ideal
Be sure to clearly communicate a set of behaviour protocols as to how you expect staff on your stand to behave. Don’t assume everyone shares the same objectives as you and the same sense of what is OK. Tell people what to wear. Tell them to turn off their phone. Tell them not to eat on the stand and tell them to comb their hair and wear deodorant, even if you feel you shouldn’t have to!

 

Experiential Marketing

It still comes as a surprise to us that many people have not heard of experiential marketing.

Many get it confused with event marketing, which is understandable given experiential campaigns do tend to be event-centric and both share the same face-to-face elements. But there are times when they have nothing to do with a specific event. In fact, when they are based around an event they tend to be less dedicated to the type of event and more focused on the interaction of the specific brand.

So what is experiential marketing, and is it right for your brand?

FACT 1: 65% of brands that use it say that it positively correlates with sales

Branding experts often refer to experiential marketing as the act of “creating unique face-to-face branded experiences.” Basically you are creating an opportunity to interact with your brand in person, and giving the recipient an experience they will ideally want to remember, and more importantly talk about and share with friends.

FACT 2:  72% percent of consumers say they positively view brands that provide great experiences

It’s important to understand that experiential marketing comes in many guises; it’s not just about a brand ambassador giving out a free sample at Circular Quay, but it is about making people STOP and THINK and LOOK at what you are doing as a brand and what experience they walk away with. It is about creating a memory that perhaps comes back to mind at the point of purchase, earning the brand both ‘consideration’ and ultimately ‘purchase’ in the buying cycle. It’s also about rewarding loyalty at times, and justifying the brand’s place in the shopping basket.

Take for example John West Australia, who have just become the world’s most sustainable tuna brand by overhauling its supply chain and only sourcing tuna certified by the Marine Stewardship Council (MSC). To get this message of sustainability across to consumers, John West launched a marketing campaign that gave everyone an experience. 

They introduced a new brand called Finnish Tuna in partnership with MSC and WWF. They distributed cans of Finnish Tuna to unsuspecting commuters – only for them to find that, when they opened the cans, there was nothing in them but water and a message, “Imagine a world without fish”. This experience was designed to make consumers think about their choices at supermarket shelves and the impact they can have on the environment.

FACT 3:  78% of millennials would rather spend money on a memorable experience or event than buy desirable things.

Another great promotion was by Guinness, targeting millennials with aspirations. For a few weeks, ambassadors dressed in Guinness-branded flight attendant uniforms entered bars across the U.K., where they surprised unsuspecting customers with a chance to win all kinds of prizes. To enter the promotion, bar-goers had to order a pint of Guinness and then got to shake a mobile tablet that generated a prize on screen. Prizes included simple giveaways like passport cases and key rings but one player per night would get the ultimate prize: A free trip to Dublin — via private jet, of course — with four mates.

The important thing to point out here was that Guinness did not change any of their actual products and got across the key message that held the brand up as one that doesn’t “settle for the ordinary.

FACT 4:  49% of consumers create mobile video at branded events39% of which is shared on Twitter

Although experiential marketing is about the face-to-face experience it’s still wise to have an online dialogue around the campaign. The clever brands leverage the interactions and communicate them to masses using social media. The use of branded hashtags is a good way to get people talking. We all know that if you provide consumers with a great experience they will want to share it, and with social media being at our fingertips every second of the day, what better way to get your brand out there.

Next time you have that crazy idea and need someone to help with your experiential campaign to create a bespoke portable display, create a lightweight sampling table or even a selection of vendor trays, give us a call.  We have years of experience doing exactly this, and can certainly help to make your vision come to life.