Category Archives: Events

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.

 

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.

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.

 

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!

 

Fabric Displays – Can you tell the difference?

fabric_1Fabric display systems not only set the benchmark in flexibility and portability but give an exceptional finished appearance that is second to none.

Fabric displays have been used at the majority of trade shows in the US and Europe for many years. It’s fair to say that in the Southern Hemisphere we’ve been a little slow to take up this wonderful technology, but we have certainly caught up now and the industry has seen an explosion of ideas and design concepts.

At Displays 2 Go we believe the concept represents a genuine revolution in portable display and we would like to share with you the key benefits.

Portability

Who needs an exhibition stand that is heavy and cumbersome to move, takes hours to put up with boards and panels and comes with a book of instructions? No thanks! As an example of the new wave of portable displays, our SuperWall is built with simple, light weight aluminium tubing that’s incredibly strong. It’s also a snap lock system that folds up into a bag and is easily transportable. The fabric graphic slides over like a pillow case and presents superbly.  You can throw it in the back of your car or take it on the plane as carry-on luggage. Watch this video to see how easy it is to construct.

Seamless

Mainland Cheese RoadshowBeing fabric means the graphics do not need to be printed onto separate board or panels.  Instead, a huge graphic can be printed and supplied in one large piece – with no seams!  Anyone with experience in exhibitions or visual merchandising will tell you how time consuming and cumbersome it can be trying to line up separate graphic pieces to achieve a seamless display.

 

Light Reflection

You arrive at the exhibition show and are quickly taken to your spot which is right next to a bright sunny window. Your initial thoughts are “great, some fresh air” but as you start setting up you realise that you cannot even read the company logo due to the light reflecting off your stand! Well, luckily this is not the case anymore as fabric displays have the added benefit of minimal reflection of lights and camera flashes so they are very versatile and can be positioned in a greater variety of environments than traditional stands.

Re-skinning

Re-skinning an existing fabric display is simple to do and very cost effective. Simply unzip or otherwise release the original fabric and replace with a new skin, keeping your content up to date and fresh. You can even print different messages on each side, so no need for your stand to be shy and pushed against a wall; enjoy the freedom of exhibiting in the best areas, not merely the areas that are suitable for your stand.

Weird and Wonderful Shapes

funky fabric structure 1The beauty of fabric displays is that they can be used in all manner of shapes and sizes, from portable plinths, to tables, and other massive display structures.  They can even be used to disguise unsightly hardware you may need to hire for an event. If you have an unusual shape that needs branding, then Lycra fabric could be the way to go – its stretchiness and ease-of-use means it can be cut-to-size and wrapped around almost anything.

 

Print Quality and Colour

D2G - Dye Sublimation2Using fabric allows the user to access print technology known as dye sublimation, which can deliver extraordinarily vibrant, impactful graphic reproduction. It’s perfect for throwing in your washing machine as the inks are permanently part of the fabric, making it both colour fast and colour safe. Dye sublimation uses water-based inks, and fabrics are up to 90% recycled, making it one of the most eco-friendly display solutions available.

Damage

When products leave our production workshop we know they may need to withstand some harsh treatment, and that’s where fabric can be your friend. It will not peel, scratch or dent in the same way traditional graphics can, meaning it can withstand a high level of mistreatment from your staff or freight forwarders without compromising the finish of your display.

Love Lycra!D2G - Cyclists

Most people have a pre-conceived notion when it comes to the the word LYCRA, but this is simply way off the mark these days.  Sure, cyclists in Lycra don’t necessarily show off the fabric to greatest effect but portable displays in Lycra are another matter entirely, and the colour reproduction on this fabric can be stunning. Our Lycra skins are designed to slide over our range of pedestals, portable tables and towers, giving our clients the flexibility to change the graphics on-site and in seconds! Lycra is not only stretchy and very hard wearing, but it’s very easy to use and gives an exceptional finished appearance.  It’s so good that you probably would not be able to tell the difference between traditional display boards and a Lycra display. Take a look below – which one do you think is Lycra?

 

 

Gamification – what’s it all about?

D2G - gamification generalGamification is being used more and more these days and is becoming part of our everyday lives, but what is it and how can you use it to help engage clients or shoppers?

Gamification is basically Game Play –  bringing game elements and mechanics into a non-game environment. Companies are embracing the use of online games to drive further brand engagement.  Traditional media methods like bus stops and billboards are now becoming digital and interactive making people much more receptive to marketing messages.

If you utilise some of the techniques of gamification it is possible to increase the interest level in your stand /product, increase loyalty by educating and linking a positive memory with your brand and gather further information on prospective clients.

So, what might this look like?

#1 The simplest solution is probably having a Multimedia Display using a large screen playing interesting content, such as a mini-game integrated into a presentation on your company’s story – it’s better than nothing but its not exactly unique!D2G - Ipad counter

#2 Consider having an iPad counter on your stand or using an iPad on your Demonstration table so that people have to press the screen and make choices in order to learn about your brand. Maybe you could create a survey disguised in the form of a trivia quiz. These apps are now  simple and inexpensive to create.

#3 Social Sharing has become very popular, so perhaps set up a themed/branded photo kiosk and invite people to have a humorous picture taken and then share it. Or how about using an iPad in-store to grab pictures of shoppers trialling your product?

D2g - QR Codes

#4 QR Codes are a great way to interact with clients and an easy way to create a game at shows. An example of this was at a show in Minneapolis where attendees got to participate in the ‘SCANvenger Hunt’. This gamification provided QR codes at different points around the exhibition and shop floor. After scanning the QR code the attendee was taken to a website to answer a question. The questions were geared to teach attendees key points about the show, the companies at the show and the products. Attendees could then track their own score on the website against the leaderboard, or on the large screens that tracked scores in real time at the exhibition. This hunt can become rather competitive, pushing some people to ‘overachiever’ status just to see themselves in the list. This spirit helps carry the game through the show days and is usually finalised with a prize giving at the end, further continuing the engagement. Not only does this provide a structured way to gain knowledge but it also provides ice breaking questions for the attendee and exhibitor to start a conversation, plus it’s a bit of fun!

#5 A competition that relies on skill, perhaps a Playstation game where people compete to win prizes by getting on the leaderboard. This is a great option because those not playing can watch others compete and those competing can really engage. To take it one stage further, there are various companies that have created games which can simply be re-skinned with your branding making it more unique to you.

D2G - branded panel#6 A competition that relies on chance, like a spin-to-win board or even a simple business card draw. This normally creates a bit of fun and engagement and is less threatening for some than a competitive game! We have many different competition entry boxes in various shapes and sizes all of which can be branded to suit your needs.

The great thing about most of these options is that they also provide a simple method to MEASURE attendance/engagement at your stand. You want to be able to prove the ROI you gained from attending an event and these methods provide irrefutable numbers.

Although it still may be somewhat experimental, the idea of integrating gaming elements at a trade show is still in its infancy but it has many possibilities for increasing interest and engagement of visitors to your booth. It’s something that should be considered and not overlooked as you can incentivise all kinds of desired behaviours, making it very powerful indeed.D2G - gamification bold