Author Archives: Jason Willis

ROI VS ROO: Which Should You Measure?

Marketers have been throwing around the words return on investment (ROI) for centuries as a yardstick of effectiveness for every post-event report. It’s been a common term for so long that it’s often an assumed goal for almost any business project or activity.

ROI, at its root, measures the effect of an event based on financial value. But what about when event success isn’t directly attributed to revenue value? Does it have to be? Many an accountant would say that everything reverts back to a monetary return. But we believe that it’s possible in some cases to measure ‘return’ in different ways.

Enter: return on objective or ROO!

ROO recalibrates the marketing focus and allows marketers to look at post-event reports with a richer perspective, rather than just looking at the revenue alone. So whilst ROI focuses on ice cold sales, ROO focuses on defining metrics like increased awareness, brand impact, and purchase intent. It creates a set of metrics to build on, driving towards purchase of course, but not fundamentally built on this one measure.

ROO takes into account that events are instrumental for increasing brand awareness, accelerating anticipated timeframes for purchase, and strengthening customer loyalty to increase likelihood of recommending the brand. These metrics may not be directly tied to sales and may not have an immediate value but are most certainly crucial for creating movements in the sales funnel for future value. Is it not better to nurture a loyal customer than one who makes one purchase and then never buys again? Some campaigns can and should focus on loyalty rather than instant sales.

Exhibition standWhen it comes to events, it pays to understand that audiences don’t go to events wanting to be viewed as potential revenue. People come to events to be part of some amazing interactions and have a great experience. When analysing event success, it’s also worth noting that it takes some time after the event is over to really make a true and realistic evaluation of an event’s impact. So instead of just talking about event ROI, it’s also important to understand ROO and let its data drive marketing objectives beyond the numeric value.

The bottomline? ROI is all about the long game, but ROO helps check progress and goals throughout. Taken together, ROI and ROO provide a complete picture of the business value an event can create.

At Displays 2 Go, we are a strong believer of understanding data metrics and analysing results that come from organising an event. This includes not only sales, but also the importance of customer relationships and brand building as a whole. When we look at a brief, we always want to understand the objectives the client is searching to tick off. And interestingly, they’re not always about sales!

Global trends to watch out for in 2018

The events and exhibition industry is a rapidly growing and competitive market. Every year we see new technology being developed and new display solutions being created, all designed to appeal to attendees.

We’ve taken a look at the exhibition and events industry and highlighted four global trends that we think you should look out for:

  1. Virtual Reality

Virtual Reality (VR) has definitely enhanced the experience perspective – and will continue to do so in the upcoming year.

Boursin Virtual Reality

According to the 2018 Global Meetings and Events Forecast published by American Express Meetings and Events, the use of VR will continue to create a level of advancement in the way attendees interact at exhibitions and events. The incorporation of this immersive technology may come as no surprise, but still draws major excitement and will continue to change the way attendees interact at events. In Australia we are seeing more and more articles published on VR, so it is clear that it is THE tech talking-point of the moment.

  1. Hybrid Events

You’ve probably heard it already – hybrid events succeed on virtually every level.

In 2018, hybrid events are predicted to make an impact on the end-to-end delivery of event communication.

Furthermore, the “live” in-person event with a “virtual” component has become extremely valuable in deriving greater reach and participation, valuable data collection, and cost effectiveness at events. The big tech companies do it very well, but now the technology is available to other companies, combining several communication channels into one event.

  1. Engaging the Apps

Mobile apps may have emerged years ago but their usage at meetings and events continues to evolve.

Along with other technology innovations, mobile app usage is extremely effective in transforming the way event owners and attendees communicate, inform and engage with each other. In 2018 mobile apps will go from a nice-to-have to a must-have. They have proven themselves in improving attendee engagement, sharing agenda details and facilitating networking among attendees.

  1. Wellness

Enhancing attendee experience is not limited to having fun activities on your exhibition display. A 2018 Global Meetings and Events Report also forecast Wellness as an emerging trend to watch out for throughout 2018.

An increasing number of companies are now looking to appeal to attendee well being throughout meetings and events. This trend is predicted to be seen more in hotels around food and beverage offerings. Meeting and event owners also take this emerging trend as an opportunity to differentiate themselves and focus on healthy lifestyle and work with purpose.

Wherever you are in your planning for events in the upcoming year, these global trends indicate how much advances in technology impact the whole industry. It’s always important to create a meaningful engagement with your attendees, to stand out on the show floor and get noticed.

At Display 2 Go we are always updating our display solutions to accommodate these changes and to keep our products fresh and new. We offer a broad range of interactive digital solutions that help to give attendees a more immersive experience. Our range of inflatable products deliver a portable display solution that gets noticed – it’s fresh thinking combined with design flair.

 

Global Trends in Retail

There’s probably no other industry that is going through as much evolution right now as retail; whether it’s in the mall or on the street, retail is definitely under pressure . Customers are demanding more and more in terms of store layout, payment options in store, customer engagement and staff knowledge.

Retailers need to stay ahead of the game, and the bigger players must predict the next trends in order to create a future for retail beyond online shopping.

At Displays 2 Go, we provide a broad range of solutions perfect for the retail environment, including in-store sampling, mobile sampling and demonstration solutions, as well as merchandising units and systems.

We took a look at the four global retail trends set to dominate the retail industry over the next couple of years. 

#1 An immersive customer experience is king!

Retail is becoming increasingly digitalised, with physical retail stores embracing technologies such as virtual reality and augmented reality. These are no longer sci-fi dreams, but real experiences delivered in a real retail setting. This innovative technological approach takes a customer’s buying experience up a notch!

Nike has now taken a multichannel approach to retail. Customers can look at shoe styles in-store but then use interactive kiosks to customise their style choices. Once purchased online, the order is then delivered direct to the customer, with order processing monitored through their smart phone.

Take a look at IKEA’s AR catalogue below which allows customers to visualise how certain furniture will look inside their homes! This is a brilliantly delivered cross-over between an in-store and digital experience.

#2 Unique in-store experience

As online shopping continues to grow, the need to create remarkable in-store experiences has become more pressing. A new buzzword “Retailtainment” is now gaining ground as a way to combat the juggernaut of online ordering.

Brands are using retailtainment to create a point of difference and maintain their place in the market.

We see luxury brands, like US fashion designer Rebecca Minkoff, using smart walls attached to fitting rooms which enable shoppers to browse for sizes and/or products – as well as order a champagne! We clearly need more of this in Australia! It would be easy to see these solutions as gimmicks, but note that this creative retail strategy resulted in a 30% boost in sales, with customers reportedly requesting additional items as recommended by the smart mirror – not such a gimmick after all!

Displays 2 Go’s Smart Screen/Touch Screen solutions can be programmed to deliver a whole world of solutions, including champagne delivery! With in-built camera options, NFC capabilities and a range of sizes and mountings, perhaps it’s time to talk to us about changing your retail space.

Smart_Screen_Solutions

Some retail kiosks are also changing the game with nifty dispensing machines in place. One notable example is Sprinkles Cupcakes which has “cupcake ATMs” at its stores. People craving something sweet during the wee hours don’t have to wait for the store to open – they can just head to the nearest cupcake ATM machine, swipe a card and instantly get their fix!

#3 Pop up shops are big winners!

Pop up shops may have been around as a niche concept since the 90s, but still prove to be popular amongst consumers! The great thing about pop up shops is their appeal to customers with a ‘here today, gone tomorrow’ concept, thereby creating a sense of urgency. The pop-up shop operates on a sense of scarcity and so places pressure on the customer to purchase. The idea is to bring a certain blend of seasonality and creative experience to what can otherwise be a boring mix!

Interactive pop-up experiences like IKEA’s Breakfast in Bed Cafe in London, for example, opened for three days and allowed customers to enjoy breakfast in a snuggly bed – for free!

pop-up-breakfast-in-bed

Concepts like this gain not only press coverage but generate incredible amounts of social content, shared amongst many.

Brands like Nestle have also discovered the power of the pop-up store, seeing it as a tool to raise brand awareness. Known as the The Kit Kat Chocolatory, this pop-up shop allowed customers to customise their own KitKat, made fresh to order, with packaging that customers could design themselves!

If you need some help in bringing a concept to life then talk to our production experts and let’s create an retail solution that turns heads.

#4 Self-service technology

Otherwise dubbed as the ‘Help Yourself Technology’, these self-service technologies are popping up everywhere in retail! From McDonald’s self-order kiosks to self-service checkouts at supermarkets, retail stores are now expected to bring more convenience to customers.

We see Amazon’s physical store providing a futuristic approach to customers, where shoppers can just walk out without the long queue to pay. Shoppers simply swipe their Amazon app upon entry, then their smartphones track what items they leave the store with. These are then charged back to their Amazon Prime accounts.

Customers want to shop fast at times but they also want to slow down and be entertained at other times. How can retailers win? One thing I think we can all agree on… don’t make us queue!

Let’s talk

Delivering great retail experience doesn’t have to be a hit or miss approach. As leaders in the display industry, we make sure your brand delivers the best experience possible to your audience. So get in touch today, and we’ll show you want we can do.

Importance of Photographs at Events

Events offer a great opportunity to promote products or brands to a large crowd. There’s a tremendous amount of effort that goes along with organising an exhibition or event but, with its temporary nature, some may ask the question: what happens after the event is completed?

This is where photography comes into the picture. Photographs narrate your events in the form of images and help spread the word about your event even after it is done – in contrast to what could simply be two to three days of onsite marketing.

pop-up Kiosk

Example of a pop up display in a shopping mall

We live in a visual world where society loves to digest information using images whether it be through social media, websites, magazines or brochures. This makes photography all the more essential not only to remember your events but to effectively market it.

How to seize the moment at your event through photography:

  1. Think about what you want to communicate

Set out your expectations early on and decide what kind of photographs you want to achieve at your event. Do you want to capture a professional vibe? Or perhaps images of your exhibition stand with bustling people or guests in conversations? Do you need different shots of your display stand with varying angles? Or pictures of guests trying out your products? For visual fanatics like ourselves, this is an important part that cannot be overlooked as this helps communicate your brand image – just the way you want it to be – in your marketing communications.

  1. Coordinate with the photographer ahead of time

Don’t underestimate the power of a clear brief! Be sure to prepare this for your photographer ahead of time so they know exactly what you want to achieve with the photography. Let the photographer know the activity running order for your event. Make sure he/she has all the necessary details to capture every important moment, like ribbon cutting or a special presentation. Include the details of who is involved, and when and where each activity will happen. Onsite, things can change right up to the wire so be sure to inform the photographer of any last minute changes!

  1. Consider the image format

Brief your photographer with information on the kind of image formats you wish to have – layout wise. Make clear instructions on whether you need more portrait photos rather than landscape photos or if you’d like a good mix of both. Portrait images work best on magazines whilst landscapes are perfect for online. How about the file format? Do you need a jpeg or tiff?

Event photography

  1. Check the lighting

This may seem like the last thing to check on your list but it’s important to inspect the lighting at your event. Indoor venues can be challenging for photographers especially if the event isn’t well-lit. The best thing to do is to inform the photographer ahead of time so he/she can bring the right camera tools or equipment necessary to capture every moment. Or if possible, have the photographer view the location in advance.

  1. Create Buzz through Social Media

Bring your exhibit to a larger audience! Posting photos about your event on social media is a priceless form of publicity and can even go a long way to encouraging brand followers to keep tabs on your next event!

Most photographers can supply photos on the day of the event but be sure to communicate this in advance.

Fab brows mall activation event photographs

  1. Post-Event Analysis

Post event analysis is essential to study and improve your events! Create a post-event learnings checklist for your event and have a think on what went wrong, what could be improved, and what could be adopted for upcoming events. Did you get the images you need? Write notes about your learnings to ensure you get better results for the next event!

Our team here at Displays 2 Go can offer advice on how you could get the most out of your events. Contact us today to find out more about what we can do to create an impact for your business.

ICC Sydney proves its worth

Premier exhibition venue

The ICC Sydney has been open to the public for nearly a year now and it has already seen great success. This leading exhibition, convention and entertainment venue is delivering some very positive business outcomes and is fast becoming one of the world’s most desirable event destinations.

Exhibition_and_Conference_Centre

Source: Google – ICC – Boat Show

The 50th anniversary of the Sydney International Boat Show was recently hosted over five days and took over the facilities offered by the ICC. It fully activated all 32,600sqm of exhibition space, along with the 5,000sqm event deck and Cockle Bay wharf, which housed 900 boats.

Most successful event yet!

More than 63,000 visitors attended the show and it is believed that the show facilitated $250m worth of business on site, which equates to an amazing $3m of business transacted each hour the event was open! And a further $200m in trade is expected to take place after the event. Howard Glenn, CEO of the Boating Industry of Australia, said it was the most successful show since the GFC, and with those stats you can see why!

The ICC has hosted more than 400 events in its first year and there are plenty more in the pipeline. The success of the ICC is attracting business travelers to the area and this means benefits for many businesses, especially those in the hotel and travel industry. Local businesses are also reaping the rewards and we hope this will continue as the ICC attracts major events and exhibitions.

All your exhibition requirements

Displays 2 Go has its 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 event solutions.

Whether you are looking for an exhibition stand for your next show or display products to make you stand out, we have the ability to design, manage, build, deliver and install your exhibition stand.

To discuss your requirements, call Simon, Phil or Liz on 1300 240 250.

Keeping up with Exhibition Technology

Keeping up with technology can be hard – whether it’s the latest phone, a new app or our new interactive screens. But one thing is for sure we all need to keep informed of what is happening to stay on top of our game!

data Capture at an exhibition

Of course Displays 2 Go is well placed to see what’s happening at a local level, but what about trends in other countries?

ITR Events has spent the past two years collecting a sizeable amount of data. They visited more than 136 exhibitions, analysed more than 12,376 stands in the UK, and have come up with some interesting facts.

THE EXHIBITION EXPERIENCE

The exhibition industry is obsessed with finding ways to improve the visitor experience and to attract customers to their stand, but the question is are they doing this through technology or through other means?

Looking at the data collected it is clear to see that technology plays a large role in the way exhibition stands are presented, with 11.8% of stands having some form of interactive game or content and 1.8% of stands having some form of virtual reality (VR) to try.

More than 52% of exhibition stands had at least one screen on display and 51.34% of stands had some form of content displayed on a screen (video, games, PowerPoint).

Interestingly 3.8% of stands had LED or video walls. This form of display is something that is being introduced into the exhibition market and could transform the exhibition industry – so watch this space.

Exhibition technology

ITR Events provides an insight into exhibition tech

DATA COLLECTION AT AN EXHIBITION

The other very important thing at exhibitions is generating leads. Getting people to your stand and giving them an experience they will remember is one thing, but obtaining their contact details is often another. In the good old days throwing your business card into a fishbowl was one way to do this but with the use of iPads, laptops and apps, collecting data can now be done in a much more effective way.

Over 15.2% of stands now collect data digitally, and when the exhibitor had chosen to use technology there was an average of 2.71 iPads per stand! I think we all know that iPads are a great way to encourage visitors to your stand and to collect data. They can also act as information points if your staff are busy with another customer.

Exhibition technology and multimedia screens

All in all we think we can safely say that exhibition technology is very much part of any exhibition stand. From incorporating an LED light wall, building a TV into a stand or creating a secure iPad counter, at Displays 2 Go we do understand how important technology is and, although it’s not taking over, it certainly plays a huge role when it comes to the WOW factor.

If you would like to see the power of our digital kiosks and arrange a demonstration, then please send us an email.

The difference between industrial and domestic LCD display screens

So you need to buy a new screen for your business, but is there really that much difference between a consumer screen and a commercial one – apart from the price?

Commercial screens - Displays2go

The answer to this question is definitely YES. There are some huge differences when it comes to choosing between the two and, although they both produce an outstanding quality picture, they are simply engineered differently.

Here are the top 5 differences, in our opinion, between commercial and consumer screens:

Image Compatibility

The biggest difference is in how commercial screens are engineered. Commercial screens work well with a PC and AV standards, whereas the consumer type screens are designed specifically for TV/video formats with very limited PC resolutions.

Hours and Heat Management

The difference in usage is something that must be taken into consideration. For example a TV screen in an airport may never be turned off whereas a TV screen in the home may only be on between 2-4 hours a day.  They are built accordingly.

It is, therefore, essential that industrial screens are built with heavy-duty parts and components designed to handle the wear and tear, and extended hours of use. Some screens also feature an enhanced burn-in protection and cooling mechanism to cope with the hours of use.

Airport screens - Displays2Go

Suitability of Environment

The location where you are using your screen will impact on the features required. Most commercial screens will have the ability to protect controls in a public environment including the ability to lock the use of buttons on the actual panel or use of the manufacturer remote control. Most domestic screens will not have the ability to lock the display control.

Brightness

It’s important to consider when and where your screen will be used as there are certain levels of brightness that are necessary, especially if the screen is facing the outdoors like in a shop window. The universal brightness measurement unit is cd/m2 or nit and most home screens are set to around 350nit. However, some commercial models have ‘high brights’ which are generally models that are 700nit or higher. These are used outdoors or in bright, sunlit areas. The typical screen you’ll see in a Westfield mall or an exhibition will be 700nit.

Length of Warranty

As most industrial screens are built to last, manufacturers will often offer a more robust, multi-year warranty program. Interestingly, the warranty on consumer products may state it is valid for up to 3 years but it will usually specify that use over and above four to six hours a day will void the warranty.

Hopefully these five factors have given you a small insight into the differences between screens and will enable you to go forth and purchase the right product for your situation. If you need further help in selecting a screen for your business, be it a touchscreen or an interactive flat panel screen, then please get in touch on 1300 240 250.

 

 

Acrylic Display Cubes

Maybe it’s something that we take for granted or maybe we just don’t notice them, but acrylic display cubes are everywhere! The next time you’re out shopping take a look in shop windows, keep your eyes open at exhibition stands or in museums, all places where you can find these cubes, and notice how they are used to great effect to showcase products at their very best.

Acrylic Display Case

What is an acrylic display cube used for?

An acrylic display cube is used to promote or showcase a product. It can be used to provide added security for a display item, or simply to prevent others from touching the product on display. The cubes can be made in a size to suit you, and can be used to display objects either inside or on top.

For example, in a shop window you may want to feature some shoes. Putting these on top of a Perspex display cube and then using some spot lighting will immediately draw attention to your product.

Or you may have an item that is delicate or valuable that you need to display. An acrylic display cube can act very much like a clear box, enabling people to view the item whilst keeping it protected.

Can I get an acrylic cube in a different colour?

The cubes can be made in a colour to suit you, but the most popular style is a clear Perspex. Other colours that are popular include white, black and a mirror finish.

Materials used for acrylic display cubes

As the name suggests, acrylic display cubes are generally made from a clear acrylic or Perspex, normally around 6mm thickness. Acrylic is a versatile material that can easily be cleaned with soapy water or a microfibre cloth, giving you a premium clear finish.

If you would like to showcase your acrylic display cube with a plinth base this can be constructed with a 16mm thick timber board to provide a smooth finish with maximum strength. The plinths can be built at a size and colour to suit your requirements.

Examples of acrylic display cubes

Acrylic display cubes - displays 2 go

For further information and pricing head to our website.

Exhibition​ ​stands​ ​from​ ​around​ ​the​ ​world

In our industry we know the importance of standing out from the crowd. But it’s all too easy to blend in when it comes to large exhibition halls like the ICC Sydney. So how do you stand out amongst hundreds of different exhibitors, and how do you cut through all the traffic?

We decided to take a look around the globe to see what types of exhibition stands really stand out, show you what can be done and let you take inspiration from these companies that turn heads with their stands.

Retro​ ​Exhibition​ ​Stand

Creating that WOW factor with different materials is one way to get attention. This corrugated iron container-style stand, with its bold colours and workshop lighting, creates interest and intrigue from the outset. It makes people want to stop and look inside.

Retro Exhibition stand

Photocredit: google and Pinterest

Odlo​ ​Sportswear​ ​and​ ​Apparel

This stand has impact for two reasons. The modern structure certainly makes an impression, with its height elevation combined with the huge images, and the use of lighting really promotes the products.

The stand is cleverly designed to look like a retail shop window, creating an authentic air that people are drawn to.

Stand our exhibition stands

Photo credit: google and Pinterest

The​ ​Honest​ ​Company

The Honest Company took a creative stance when it came to delivering their exhibition stand. Being a consumer goods company that emphasises household products for ethical consumers, it made perfect sense to create a store that was open and honest with no roof or doors. The colourful flowers along with the grass effect is a clever design that gives the stand presence and an affinity with potential consumers.

The Honest Company exhibition

Photo credit: google and Pinterest

Serafini​ ​Shop​ ​Fitters

Serefini’s stand combined many different wall formations, creating its own world inside the stand.

The combination of round swinging windows made of copper, brass and wood offered insights and outlooks into their shop fitting systems, creating intrigue and drawing more people in.

Sarafini Exhibition Stand

Photo credit: google and Pinterest

MG​ ​Design​ ​-​ ​Mansion​ ​of​ ​Mystery

This stand is very unique with its open and simple lines. The contemporary view of the house automatically gets consumers attention and they are left wandering into the exhibit to see what it is all about.

Mansion of Mystery

Photo credit: google and Pinterest

From​ ​The​ ​Source

Not all stands need to be expensive but it helps if they can be creative or have a point of difference.

‘From the Source’ designed a stand around their values and beliefs, and built a stand that was created in a framework of wood – direct from the source!

The natural wood of the stand then complimented the products, and hey presto – they had a stand that was different and unique.

Exhibition structure

Photo credit: google and Pinterest

 

Ben​ ​&​ ​Jerry’s​ ​-​ ​Outdoor​ ​Shell​ ​Tent

This one is a bit left field but we wanted to include it as it is something that we are seeing in the exhibition industry more and more. The use of inflatables within exhibition stands is becoming more commonplace and once you have seen how effective it is then you will understand why.

Whether it’s a complete solution like this outdoor tent, or an inflatable counter or sofa, the ease of setup really is something to consider

inflatable stands

Photo credit: google and Pinterest

Looking at all these stands we can see that one of the main differentiating factors is creativity and being able to think outside the box. Being different and producing a stand that is outside the traditional parameters can be worth its weight in gold in attracting consumers.

At Displays 2 Go we have an experienced team of designers and are well placed to produce not only a stand that will stand the test of time but will also draw in the crowds and deliver a good return on your investment.

Knowing the Differences in Touchscreen Technology  

We all expect to have information at our fingertips these days, whether it’s on our mobile phones, our tablets or computers. Touch screens are all around us and they are becoming extremely commonplace.

It’s amazing how quickly touchscreens have come from a technological fantasy to something so widespread that it’s now considered standard. We only have to look at how much the mobile phone has advanced over the past decade to see how fast technology is advancing.

But it’s not just mobile phones that use this technology, it is all around us at ATMs, mall kiosks, ticket vending machines, even ordering your food at McDonald’s. Touch panels are a convenient and easy way to interact.

So are all touch screens the same?

The answer to this question is NO. There are three different types of touch technology, however where and how you intend to use your screen will determine which technology works best for you.

IR Touch

Infrared touch is mainly used on large digital displays as it does not require sensors directly on the glass. It uses IR (infared) emitters and receivers to create an invisible grid of light beams across the screen, basically forming a grid (x and y points) to pick up where the user’s finger is touching.

Digital Kiosks - IR Touch

This technology can only be used on a flat screen. It is highly durable and ensures the best possible image quality. Perfect for large touchscreen help kiosks, exhibition stands and trade shows.

Capacitive Touch

This type of touchscreen technology is commonly used in smartphones. It consists of an electrically charged layer that is placed on a glass panel. As the human body is also an electrical conductor, touching the surface of the screen results in a loss of charge. The loss of charge is then measured by circuits and the change in capacitance is calculated, thus determining the location.

Digital Kiosks - projected capacitive

These screens are durable and can be activated wearing gloves so perfect for the food/medical industry. They can also be used as point of sale units and vending machines. Very little pressure is required on this screen so it is good for swiping too. The screens have great optics and have good resistance to surface contaminants such as dust, oil, grease, and water droplets.

Optical Sensor

The optical sensor is perfect for turning an LED wall into a touchscreen. The optical sensor converts light rays into electronic signals. It measures the physical quantity of light and then translates it into a form that is readable by an instrument. An optical sensor is generally part of a larger system that integrates a source of light, a measuring device and the optical sensor. This is often connected to an electrical trigger.

This type of touch is often considered to be more primitive and, because the touch capability is less detailed than other forms of touch technology, it generally has software designed to suit (e.g. bigger icons).

Your Decision

No matter which type of touch screen you choose make sure it’s fit for your purpose. Many of the screens today are durable and most have excellent optical clarity so it really comes down to what you are going to use it for and where you will be using it.

Speak to one of our team today and let us help you get the right display for your next event.