Category Archives: Hints & Tips

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.

 

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.

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!

 

Predictions for 2016

As we start our year in 2016 we can be sure of one thing – change! What was new and exciting  to our customers last year might not have so much impact this year. So how do we prepare for this, and how can we predict the ways in which we can best influence our target audience? Here are a few top tips from us and the people in the know at marketing.com.au.

Displays 2 Go - Predictions for 2016Put Some Time Into the Relationship

Relationship marketing is where it is at in 2016, so make sure you think about how you can make your campaigns personal in order to foster loyalty and long-term engagement.

At Displays 2 Go we have seen how effective experiential campaigns and sampling can be when aimed directly at the consumer, so finding ways to increase this relationship is key. Being able to build relationships with potential customers by creating “touch points” with them after they’ve engaged with your brand can be very effective.

Marketing.com.au have also said that the increase of mobile interaction has been a key driver in the rise of relationship marketing, so companies should integrate this into their plans for 2016.

Nothing Wrong with a bit of Customer Location-Tracking

Sounds disturbing and a little Orwellian but like it or not, location-based marketing is here and it’s going to rear its head in even bigger ways next year. The rise of location technology, such as iBeacons will allow you to target customers right at your location. iBeacons work off Bluetooth Low Energy (BLE) technology. These tiny transmitters can be set up in a bricks and mortar store, when a customer walks in you will be alerted and you can send location-specific information on sales straight to their smartphone.

At Displays 2 Go we’re busy exploring the integration of this technology into our sampling stands, so that sampling campaigns become even more effective.

The Future is Here

Virtual reality is, well, a marketing reality. Virtual reality gives marketers the ability to provide immersive experiences to customers all over the world, 24 hours a day 7 days a week. You can give them a 360-degree tour of a car; take them through a beach-side villa in the Maldives or take them on a ride in the business-class section of an airliner.

We’re exploring ways of giving customers a more engaging and immersive brand experience by integrating virtual reality into our sampling stands and experiential displays.

However we also know that smelling, tasting and feeling the product is a huge influence when running sampling campaigns, so it’s still important to get out there in front of your customer!

Displays 2 Go - Sampling

Say Your Piece and Leave

A lot of these marketing techniques are being developed specifically for the millennial market. What millennials love more than anything else is ephemeral marketing. Short, sharp bursts of information that don’t hang around. Snapchat is the perfect platform for ephemeral marketing, and companies are already taking advantage of this. The beauty of Snapchat is that the video disappears, so you get the opportunity to deliver marketing that truly engages on a personal level without being obtrusive.

Many might describe supermarket sampling in the same way. It’s short, sharp, disruptive and then it’s gone, as the shopper moves on down the aisle.

Nothing is More Ephemeral than a Video

Following on from the previous point, video marketing is going to stake a big claim this year as the king of all marketing content. Video marketing is a great example of ephemeral marketing because it has an expiry date, it has a set duration and then it’s gone.  Millennials, with their shorter attention span and thirst for image-over-text, love it. YouTube is a monster and will continue to grow, and now even Google has decided it can’t ignore the moving picture any longer. Video advertising will be introduced to your search engine results page (SERP) and, who knows, before too long the whole SERP may be made up of videos. It’s worth remembering that Google owns YouTube, so the evolution of video ads is a huge unknown thanks to the extraordinary variety of possibilities.

At Displays 2 Go we have a range of display solutions that integrate screens and interactive displays into your display solution to take full advantage of the power of video.

The Internet is Everywhere!

Well it already is, but know that in the near future it’s going to be everywhere in a wearable, physical sense. The ‘Internet of Things’ (IoT) is happening – 28 per cent of people will have adopted wearable technology by next year. This means that all the creepy marketers and analysts out there will be able to track our every move. This won’t only affect the way we market; it will also have an effect on the data we collect, which will be based far more heavily on customer behaviour.

Stop Denying the Inevitable

Some would argue this has already happened, and those with their heads in the sand would like to downplay it’s importance, but one thing is clear. Next year, mobile will have been unanimously declared the undisputed heavyweight champion of internet traffic. The Google algorithm change was made in a response to this and mobile traffic has outstripped PC traffic in 10 countries already. Expect that number to climb sharply, and keep your marketing efforts PC-focused at your peril.

Does SIRI Know Who You Are?

Currently, people turn to Search Engine Optimisation (SEO) and pay-per-click advertising when they are trying to increase their visibility. But, could 2016 usher in another way of getting your name out there? More and more people are getting their information through digital assistants like Siri and Cortana. These assistants only turn to Google and other search engines if they don’t already have the answer themselves. The key to optimising your company so that you’re visible to Siri and Cortana is to make your information easily accessible, as opposed to trying to push them specifically towards your site.

Displays 2 Go - Predictions for 2016

Does Anyone Read Anymore?

Of course they do, but all the signs are pointing to the diminishing importance of articles, and an increase in the importance of interactive content.  Interactive content, like surveys and quizzes, is far more engaging and can be consumed on the go. If you’ve got a five-minute coffee break, the research says you’re far more likely to spend it watching a video or filling out a quick survey than reading a blog post or scanning an article. Taking into account the irony that this warning is written in an article, it may be time for marketers to spend a little less energy on crafting their prose and more time brushing up on their video editing skills. There will always be a place for the written article but when there are so many articles to compete against, widening your skill set isn’t such a bad idea.

Through experiential campaigns it provides clients with the potential to create hours of video content to engage with thousands of consumers. Rarely do they have to read anything – just listen, play, and taste.

So whether you’re completely on board with this or not, it’s all food for thought and one that we at Displays 2 Go thought was insightful.

Getting Maximum Value from your Promotional Collateral

In today’s age, many businesses are having their budgets tightened but are still expected to promote their products with regular campaigns and collateral. If this sounds like a dilemma you are faced with, this article may help you.

Displays 2 Go - Mall display

We all know that promoting a product or service is about creating a marketing message that “speaks” to your target market. This should be done by appealing to customer sensitivities that trigger an emotional reaction. The message needs to be very clear to grab their attention. It should tell them how you can solve their problem, why they should trust you, and why they should choose to do business with you over and above any other choice they might have.

For example, you might be a power company that needs to win new clients. Your main message might be “talk to us about how to slash hundreds off your electricity bill.” From this message alone we immediately attract our target market, i.e. people who are concerned with how much they currently pay on power. In your message you have told them that you can ‘help them save’ – something everyone wants to hear.  Having gained your prospective customers’ interest, you now need to gain their trust. This could be accomplished solely with your corporate branding or with the promotional staff you have working on your campaign.

Whether it’s an in-store sampling campaign or a competition, having a smart marketing message is key to staying within budget. If you think smart from the beginning then you will be able to use this collateral time and time again.  Here are three key points you should consider when building new collateral.

BRANDING – If you think about any collateral there are two types of branding;

  • the master branding
  • the campaign-specific branding

The master branding is ‘permanent’ – the thing that does not change – for example the company logo and colour. The campaign-specific branding is ‘temporary’ – the interchangeable sections. By making this distinction between the two it can not only help with determining your messaging but can also shape how your collateral can look.  E.g., if you have one of our fold-flat competition entry units, you can use the base for your corporate/permanent branding, then swap the header graphic over for each individual promotion.

Displays 2 Go - competition entry box

TIMELESS – Try to make your messages timeless by – where possible – resisting the urge to add dates. Also think about whether this summer’s promo may still be relevant next summer.  If so, look at how you can word the collateral so it stays relevant for more than one season.

GRAPHICS – Use interchangeable graphic solutions wherever possible, utilising repositionable print media, graphics that attach with Velcro, or graphics that can slide in and out of a frame.

At Displays 2 Go we have years of experience in this field and have clients who come back to us for each new campaign, using the original table, box or other display system we made for them. Why not give us a call so we can help you stay in budget, on 1300 240 250.

A Guide to Poster Sizes

Displays 2 Go - PostersUnless you are in the print industry or a graphic designer, the sizes of posters can be a bit of a minefield. And let’s be honest; you do not want to be the one that has to go to the boss once the poster is printed and tell them it’s the wrong size! Being in the display industry, we often hear our customers asking ” is A3 bigger than A2, or is it the other way around?”, so we have put together a quick, definitive guide to poster sizes.

The ‘A series’ paper sizes are now in common use throughout most of the world. The majority of people can picture what size A4 is, but they don’t necessarily know the actual dimensions.  As the sizes go up, it gets harder to picture them and more complicated to figure out the dimensions. Fortunately they simply increase in multiples from A8 upwards.  So, let’s start small and work our way up the scale…

The smallest A series paper size – A8 – measures a tiny 52mm x 74mm and works it way up to A0, which has an area of 1 metre squared. From there we supersize it with large poster sizes which go up in size from 2A0 to 4A0.

 

poster sizes

One of the easiest ways to remember the sizes is to think that each size increment is double the previous size. For example 2 sheets of A4 side-by-side is the same size as an A3 sheet. Likewise 2 sheets of A3 is the same size as an A2 sheet and so on.

At Displays 2 Go our in-house, high volume digital print activity means we’re able to offer our customers cost effective, quality assured pricing across a wide spectrum of quantities, sizes and finishes. We  employ the latest technology to output high quality true-colour large format digital prints, often way beyond the standard A series sizes.

Although the majority of our output is in standard exhibition and banner sizes, we can print your custom sizes up to 2.5m wide x 30 metres long in one piece – that’s a whole lot of A0s side-by-side!

Displays 2 Go - Printing machineOur large format digital printing capability offers an affordable alternative to offset printing, thus either reducing your annual cost for high quality colour printing or allowing you to get more for your budget. Choosing Displays 2 Go means you can order exactly what you need and get it when you want it. Our machinery is robust enough to print on many surfaces, including paper, card and fabric.

So, what are you waiting for, get your A into G and let’s talk about your next display project!

 

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?

 

 

HELP! A beginners guide to in-store sampling

D2G - eyecatching stand

As one of the foremost suppliers of sampling trays and demonstration tables in Australia, we want to help you get the most you can from your in-store sampling campaign. There are a few things to consider, so here’s a helpful round-up.

Research

Both Coles and Woolworths have extensive guides on what you can and can’t do in their stores. It’s best to do your research early as these stores are important to your business and your brand.  Don’t blow the relationship in the early stages by not following the rules.  Grab a coffee, your iPad, a comfy chair and then click these links!

Coles Instore Demonstration Guide

Woolworths Instore Demonstration Guide

Objectives

Think about what you want this campaign to achieve. Take a look at the options below and pick ONE primary objective then focus on delivering against it. Here are your choices:

  • Sales
  • Awareness
  • Trial

You’ll desperately want to pick more than one, but that can get confusing. By knowing what you want from this campaign, you’ll be able to measure your success and make certain choices much easier.

Optimising Sales 

D2G - Supermarket in-store Make sure you have sale product on or near the demonstration table; you’ll want your sampling staff to encourage shoppers to select it then and there as part of their script. We recommend you include a coupon in your planning.  We find this works better than an in-store special, because you physically give the shopper a coupon and they feel they need to use it there and then! Make sure you count the number of products on the shelf at the beginning of the in-store shift and the products on the table, and then count them at the end so you can measure just how amazing the shift has been! Make sure everyone does this for every shift and then start a competition to really drive those sales up!

Maximising Awareness

D2G - Weis Yoghurt Retail Demonstrator In-StoreUse a good sized table, perhaps with a banner over the top. You want to grab attention and get your brand in people’s faces. Think about how you ‘cut through’ the clutter of brands and people in the supermarket. People tend to shop on auto-pilot so you need to work extra hard to get noticed. Think about doing something different or quirky. Perhaps have your sampling staff dress up a little differently or consider some giveaways that get your brand in people’s homes.

Gaining Trial

Displays 2 Go - Vendor TraysWhy not consider not having a demonstration table at all! This is where our Vendor trays come in really handy. Instead of passively waiting for shoppers to approach your table, with a vendor tray or mobile trolley you can actively target the right demographic with your product.

If you have to have a table, then consider a secondary ‘hand off’ stand, which is a simple branded plinth where you place your tray of samples. This allows you to keep your main table as working space while your prepared product sits close-by, yet easy for shoppers to get to.D2Go - CarryBag  This hand-off stand can have shelves included so as to provide an extra space for off-location merchandising.

Sampling Kit

You want your sampling staff spending all their time actually in-store with your product, not walking backwards and forwards from the car park. So, keep your kit well packed and easy to transport. Most of our tables are designed to fit into a supermarket trolley and be quick to set up and dismantle – no fiddly screws and no tools required!

Site Safe

Most supermarkets require sampling staff to have Site Safe passes. After you’ve spent hours booking your shift, don’t fall at the first hurdle by not having accreditation or by leaving your pass at home. Generally it’s an easy online course, so there’s no excuse!

Functionality

Think about the size of your table and what you’re doing at the table. If you’re sampling dry goods, then you might not need much space. Go for a smaller table because you’ll have more flexibility over where it can be set up. Remember that if you need electricity, then your location and the timing of your shift will be severely limited. Most stores only have a couple of ‘powered D2G - Cooking Instoresites’ so book early to avoid disappointment!

If you’re cooking on your stand, then think about how ‘on display’ you want this to be. Perhaps the microwave can go under the table if it’s not a key feature of your product. We can tailor our tables to your requirements, adding shelving and heat retardant materials where necessary. We can also conceal cables too so that everything looks neat, well organised and appetising!

Graphics

Investing in sampling equipment is a big step. Don’t go for permanent graphics which can’t be changed. Instead, invest in hardware once and then change out the graphics panels when you need to. Consider our new fabric graphics panels which are easy to use, super lightweight and can be washed over and over again so your table always looks brand new!

Measuring Success

D2G - Measure successThink about how you measure your campaign – don’t just rely on hearsay. If you want to count how many people you spoke to, then count your coupons at the beginning and end and be sure to give everyone you speak to a coupon! If your campaign is all about sales, then count the products on the shelf before and after. If you want to know what people think about your product, then have two bins for their paper plate, one marked LOVE IT and then the other marked YUK perhaps! If you want to grow your database, then run a Free Prize Draw, inviting people to fill in a card and post it in the box – but make sure the prize is worthwhile because generally people don’t stop for long when they’re on a shopping mission.

Timing

Think about your target market and think about when they go shopping. If awareness was your initial objective then make sure you’re in the supermarket at it’s busiest time – perhaps a Friday night or a Saturday morning. If your target market tends to be older and retired then they often avoid the supermarket at these times, preferring a mid week.  Do some research and ask the store manager to make sure you’re in the right place, on the right day at the right time. If kids are your target, then go for the after school slot around 3pm onwards.  Twenty-somethings will often go shopping on a Thursday or Friday evening after work because they have other, way-cooler stuff to do on the weekend!  D2G - Timing

It’s tempting to agree to any in-store slot that is offered to you by the supermarket, but why waste the opportunity – better to wait for the right time and day so you optimise your shift.