Category Archives: Uncategorized

Aldi refocuses its attention

Some commentary suggests Aldi’s decision to close their online liquor store is a sign of failure, and proposes this could be the first of many setbacks for the retail giant in Australia.  I have to say I beg to differ and can only salute their decision. In my mind Aldi have tested the market and have stuck to their goals – if it ain’t working, get out!  Why waste time, money and energy trying to make something work.

Displays 2 go - Aldi Brand

Aldi have been open and honest with their customers, and have even emailed them with an explanation as to why they are closing. This intimate approach shows a thoughtfulness towards their customers, and more importantly indicates the value they place in them. It was important that users of the service found out via Aldi directly, not from the morning tabloid or radio news. The email clearly pointed out that Aldi wanted to focus on continuing to provide a great customer experience whilst still being able to maintain low prices.

It is clear that Aldi knows their core focus, which suggests why it took ten years to get liquor in their supermarkets in the first place. Despite winning medals at some of the local wine shows, Aldi has indicated it wants to be known as the discount supermarket chain that offers a great store experience and value to its clients above all else.

I think as a business we can only take our hats off to Aldi and applaud their initiative, their focus, and their ability to react to the marketplace so quickly. There are many businesses that could learn from this – including their competitors!

Phil Hine is the General Manager at Displays 2 Go Australia’s leading manufacturer of in-store demonstration and sampling equipment. With an outstanding range of products, a clear understanding of the marketplace and custom built designs that provide the perfect solutions to meet your needs, why not give us a call?

Call us now 1300 240 250

Aldi Ranked third in Australia for brand awareness

Over the past year, Aldi has certainly been hitting the headlines in the Australian supermarket wars. In the latest study by UK-based research company YouGov, the results indicate that Aldi is one of the most talked about brands in Australia and is up there with top brands such as Google, YouTube and Apple.

Displays 2 go - Aldi Brand

The studies rankings are from Q4 2015 and included over 250 brands. They asked respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive.

rankings

As expected the top 10 list is dominated by digital heavyweights, but Aldi came in third on the list: the highest non-digital brand featured, ahead of supermarket giant Coles who came in fifth. No surprise that the major rival Woolworths didn’t make the list following a year of forgettable ad campaigns and consumer disappointment.

So if anyone was thinking that Aldi was not here to stay, think again. Aldi has made a massive impact on consumers and looks like it is becoming a household name whether you shop there or not.

 

 

Will Australia follow the UK in the grocery price war?

The price wars in the UK have been ongoing for the past few years and market dynamics have changed the way supermarkets run. Ever since the German discount stores Aldi and Lidl have entered the marketplace things have had to change. Aldi has become a mainstream name in many households around the UK and the main place to shop due to its low prices on commodity items.Displays 2 Go - Supermarket wars

No longer are the well known brands such as Sainsbury’s and Tesco able to trade on their name alone, and simply offer weekly specials. They have had to embark on completely new strategies to lure back customers, setting aside enough cash resources to offer regular deeper price cuts to compete with Aldi. They’ve been forced to improve the quality of over 3000 products to try to differentiate themselves from the discount stores. This price war has damaged the big four supermarket chains drastically, where margins are reported to have fallen by 50% in the last 3 years.

The big question is: will Australia follow the UK and be forced into a more intense battle with the discount stores to maintain margins and market share?

Aldi opened its first store in Australia in 2001 and now have over 366 stores in NSW, Victoria and Queensland. A combination of cost-conscious shoppers and savvy marketing to families has encouraged more than half of Australian households to visit an Aldi store in 2014.

We are already starting to see an increase in the depth and frequency of weekly promotions and cut shelf prices on hundreds of food and grocery items amongst the big retailers. Over Easter, Coles and Woolworths slashed the prices of some products by as much as 50% to entice consumers.

Displays 2 Go - Price cutHowever, Woolworths have been advised by investment bank UBS not to embark on an all out price war. Instead, they’ve been told to follow a strategy that enables them to reduce shelf prices by 30% on a thousand product lines to overcome perceptions its prices are too high, thus protecting its margin and minimizing fallout.

But will this be enough?

One thing for sure is the German discount chain Aldi have huge investment plans for Australia, and with an increasing market share they are certainly becoming a force to be reckoned with. Aldi’s planned $700 million expansion to WA and SA is expected to increase growth drastically. In WA alone Aldi plans to open 70 stores over the next few years. The recent acquisition of the Captain Stirling shopping centre in Nedlands in Perth’s wealthy western suburbs just shows the commitment this company has to compete with retail giants Woolworths and Coles. Just across the road, Woolworths have been fighting a losing battle to gain council approval to get a foothold into the area.Displays 2 Go - Supermarket wars

If our grocery stores are not to be dragged into a price war, the key must be differentiation. It will be interesting to see the changes over the next 12 months as this happens, Will they radically change their product offerings or focus on shopper experience? Recent behavior from the big two suggests not. And as prices come under pressure, will our stores continue to come down even harder on suppliers to reduce costs? The next two years will be fascinating to observe.

If you would like to offer a better shopper experience to your customers then visit www.displays2go.com.au

It’s all about creating brand relationships

More and more companies these days are adopting experiential marketing as a backbone to their overall branding plans. Tactile engagements where people can feel, touch and taste the product is much more effective than simply reading about it or watching it.  It’s about deepening and enhancing relationships.

Displays 2 Go - demonstration tablesExperiential marketing is about connecting consumers with brands through live face-to-face experiences, allowing companies to truly design their user experience leaving the consumer with relevant and personal memories. When Cadbury launched the new chocolate bar brand called Marvellous Creations they had a TV campaign that showed a magical secret place underground called Joyville, where everyone is smiling and magical things happened. This launch was accompanied by an in-store sampling experiential campaign that delivered an amazing experience for kids and adults. The sampling machine dispensed squares of chocolate into a cone which doubled up as a coupon – magical!

Displays 2 Go - digital cultureThe overwhelming array of media makes it harder for brands to be seen and heard. Companies are realising that brand awareness is no longer enough – it’s about brand experiences and connecting with people. One of the objective’s with experiential is to create an experience that is so engaging and relevant that people not only buy the product but post photos and talk about it on social media creating a consistent brand presence.

Displays 2 Go - Face to face customer experience The digital culture has changed expectations in consumers. No longer are they interested in being spoken to as a demographic; they want to be spoken to as an individual. Face to face engagement allows the brand ambassadors to easily gather information in the midst of engagement. Its live, its quick and it’s a great way to collect some key market research on consumer behaviour.

So what are the main things to keep in mind with experiential marketing?

1. Creativity is King – be different and make some noise

2. Have a product tie-in – make sure your brand is woven into every concept of the campaign

3. Build a crowd – large groups of people get people interested and that’s when the magic happens

4. Listen to your customers – social chatter is a good indicator of what your audience thought so don’t dismiss it.

At Displays 2 Go we work with many companies producing the hardware for campaigns whether its a demonstration table, iPad stand, SuperWall or custom made sampling trays. We understand that the display has to be eye-catching and visual, after all 40% of people respond better to visual information that text. It’s not just about handing out free samples; you need to forge a bond with your customer by linking the whole brand experience to their everyday life, and creating positive associations. Creativity is key and we love to be part of making a campaign happen.

If you would like to talk to us about making your next experiential campaign happen then please call us on 1300 240 250

 

 

 

 

 

Don’t look back in anger

In today’s world we all want quick and easy wins, and the exhibition display world is no different.  Most exhibition stands are now easy to assemble and you can even fit them in your car.  Don’t believe me?  Then you need to read on.

Gone are the days when you had to organise a van to come and collect your 30kg stand from the office and deliver it to the exhibition hall.  These days, using lightweight aluminium and fabric panels means it can all fit into one small case and on the front seat of your car!

So how have traditional displays changed in the last few years?

Pop-Up Walls

images-10So-called traditional displays are considered to be spider frame stands with laminated drop panels.  Let’s be honest: They’re a nightmare to assemble and hang!  Who remembers these scenarios:

  • Trying to line up the panels so they are straight
  • Trying to carry the cumbersome panels without knocking the corners
  • Trying to roll up the panels so they don’t become cracked and damaged
  • Finding that panels have been scuffed when dismantling the stand

When the stand is constructed and looking it’s best you need to ensure that all the images are aligned and that the seams are pushed together.  This is not always easy, especially as the laminated panels reflect light, making the seams more prominent.  Of course there is a plus side: If you get all the construction right then these traditional displays are very impressive and the graphic quality is spectacular but most people don’t have the time or experience to do this any more.  So here’s what the new generation can offer you.

Introducing the SuperWall, a portable display solution that is lightweight, easy to use and as effective as traditional displays.  So what’s it all about?

trade-show-backdropThe SuperWall comes in different sizes and shapes but essentially it is made from an aluminium snap lock frame that can be constructed in minutes, not hours!  A fabric graphic sleeve slides over the frame like a pillowcase and presents superbly.  There are no seams to line up or worry about and the big difference is that the print quality on the fabric is stunning.  Watch our video to see how easy it really is.

Using 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.

Exhibition Wall Graphics

_iKOU fabric Graphics 2 Go and portable plinths 2Exhibition wall graphics are a cost effective and important part of your display and if they are not presented professionally then you may as well pack up and go home.  Past wall graphics were either a combination of rolling panels that had to be linked up to form a picture or a number of folding laminated panels that made one large image.  They took up a lot of space and were not only hard to transport but also hard to handle – especially 5’4″ and wearing heels!

In today’s display arena we can offer you a one piece graphic that simply Velcros to your existing wall, whether carpeted or smooth.  It pulls tight giving a nice flat stunning image with no seams!

westpac3

 

Sales Tables and Plinths

1369604175Sales tables and plinths are often used for exhibitions and product sampling in supermarkets or shopping malls.  The old style version was made from either timber or polystyrene.  Either way they were bulky to move around and often hard to assemble.

Today these tables come in an array of sizes, depending on your needs, so if you require a small compact work area or a larger table to cook on, there are different models to fit your needs.  Each plinth weighs just a few kilos, but will support over 70kg in weight themselves.  They fold flat for easy storage and transportation and require no tools to assemble. You can easily add a customised finish with your logo, graphics or corporate colours.

So, if you need to upgrade your exhibition stands or sales tables then ask about these new generation portable products and give them a go.  You will never look back.

 

 

 

Pack like a Pro?

D2G - how to pack a suitcaseWhether you’re going on a business trip or a taking a holiday in the sun, one thing is for certain: you will need to pack.

Packing – or rather how much you pack – used to be a matter of personal preference. But as airlines turn the screws on personal baggage allowance, packing has become a financial decision too. We all know the benefits of just having carry on and ideally all of us would like to travel with light hand luggage but when you are on a business trip and need to take some marketing paraphernalia that’s not easy.

Here are some top tips for packing light and packing right!

Think before you pack

The days of taking everything are long gone so think about what you need and where you are going. If you are on a business trip, think strategically and mix and match – take clothes that work together as outfits, and shoes that work with everything.

Know your carry on rules

D2G - LuggageDifferent airlines have different carry on requirements, so check your bag is acceptable – both in size and weight – before you go. If you’re flying with equipment for work then make sure the bag can fit in the overhead cabins. If it’s going in the hold then make sure the bag is strong and its contents can withstand the handling.

D2G - Carry case

 

At Displays 2 Go we have designed our carry cases to be lightweight and versatile. For instance our Fabric Display Superwalls are designed to fit neatly into one small case, we use aluminium clip frames and a fabric sleeve so it’s lightweight and can be taken on board as hand luggage. The case can also double as a demonstration table! See how easy it is to assemble in this video.

 

Transportation Security Administration (TSA) friendly bags save a lot of time at security check points as your laptop can stay in your bag. So if you prefer to travel with a separate computer bag, look for one that is TSA friendly. There are 3 designs that are currently accepted.

D2G - TSA friendly

As with all electronics, you need to have chargers and all the accessories that go with it, including adapters if you are travelling internationally. If you’re checking a bag, pack all your gadgets in your carry-on and never pack a device in a bag separate from its charger!

D2G - gadgets

Make use of the shoes

Shoes are bulky and heavy – and also, admittedly, necessary – so make use of the space inside. This is the perfect place to stuff your socks, pants, swimming costumes. A good way to take up less space is to pack your shoes heel-to-toe, and pack around the outside of the case.  Always put heavy items like this at the bottom of your case.

Pack like a pro

Are you a roller, a folder or a bundle wrapper? These are the 3 most popular approaches to packing, so which one are you?

D2G - roll-clothes-packingThe Roller – Fold each item in half, then carefully coil it up before placing it in your carry-on and filling all the corners. Ensure your clothes are tightly rolled and then tightly packed in your suit case to avoid creases creeping in.

 

Print

 

The Folder – Fold your clothes as you would at home, then place them between sheets of dry-cleaner plastic (or tissue), which helps keep wrinkles away.

Also consider leaving items on their hangers so you can just pop them into the hotel closet upon arrival.

 

 

 

D2G - bundle wrapping 2The Bundle Wrapper – Start with smaller items and wrap these in a T-shirt, then continue to wrap all your clothes leaving the shirts and blazer to last. The wrapper is not that easy to explain and as with most things a picture paints a thousand words so watch this video and be amazed!

 

Thinking about Colour

We often take colour for granted, until we see something that is so vivid or beautiful that it stops us in our tracks! In the world of display, it’s an incredibly important tool for drawing attention to your product or service.

Colour can be used through lighting effects or more simply through the graphics used within an exhibition stand. Use it to create an atmosphere or to present your brand in a certain way.

To begin, let’s consider a few scenarios.

D2G - Earthy

 

Use earthy neutral tones if you want your brand to be associated with eco-friendliness or with organics.

Using these colours can create a more natural theme to a stand, and emphasise the eco qualities of the brand being displayed.

Using colour like this works subliminally to create an overall impression and feel.

 

 

D2G - Vodafone

Clever use of lighting can dominate an event or stand. Lighting up a stand in your signature colour – Like Vodafone and its vibrant red – makes a powerful statement, and cuts through any other ‘noise’ in the room.

 

At Displays 2 Go, we can light a display case with a particular brand colour to draw the eye to it and emphasise the connection of the product to the brand. We can also use our Plinths with lighting which are very effective and can change colour at the click of a button.

D2G - surf-shop-plinth      D2G - illuminated-tower       D2G - plinth-perspex-lighting      D2G - plinth-with-lighting-5

 

funky fabric structure 1If you’re not restricted to a particular colour for your stand, consider how different colours affect people. Pantone publishes a useful guide to colours and responses that they illicit. Orange tends to represent fun, happiness, tang, juiciness and friendliness where as light green is more trustworthy, refreshing, cool, restful and traditional. Navy is perceived as authoritative, credible, classic and conservative.

 

D2G - Neon catwalkColours also go through trends. You only need to take a look at fashions on the catwalk to see how colour trends change each season. Whether it’s neon, neutral, pastel or monochrome, colour conveys tone and helps visually illustrate a story by evoking mood and feelings. Right now neon seems to be back in trend, so if you’re appealing to a fashionable crowd consider using this to generate appeal.

 

Think about your target market when designing your display, as colour appeal can also depend on gender. For instance we know that – traditionally – blue tends to appeal more to males but that pastel shades are largely the preserve of females. Monochrome black and white has a timeless appeal and simplicity that creates impact and tends to transcend gender.

Our SuperWall Display System features dye-sublimated printing onto fabric to ensure the most vivid colours are presented. The fabric is stretched over any shape of frame to provide a seamless and wrinkle free surface. We used the system to create a Heineken branded wall for the Rugby World Cup, capturing perfectly that rich Heineken green.

SAMSUNG DIGITAL CAMERA

 

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

Eco Friendly Exhibiting

D2G - ecofriendlyGone are the days when an exhibition stand was for one event and one event only, thanks to forward-thinking stand design companies most stands are now built to last. In the past it was not uncommon for companies to build bespoke stands that were solely designed for one exhibition. The whole lot would end up in the skip after the show.

Here at Displays 2 Go we are all about reusable stands whether its a custom built stand that has been designed for a programme of events or a modular stand which can be used in a variety of ways. We even have a webpage dedicated to such products Eco Friendly Products!

Here are some top tips for being more sustainable at your next exhibition

Tip #1 | Choose a long lasting modular stand

Modular stands have come on in leaps and bounds, no longer are they boxy and uninspiring; they now offer a combination of elements which are made from recyclable aluminium and often use fabric displays such as our Curved Display Wall that are much friendlier on the environment. They are easily customised and can be updated with additional banners or graphics. Choosing a modular display means you can add or remove components to suit the look and feel, and available space, at the different exhibitions you’ll attend.

Tip #2 | Graphics Printing

Make sure the graphics printing is ‘dye sublimated’. Not only does this process create more realistic, more impactful graphics, but the process is also more eco-friendly because it uses heat to vaporise the dye and  permeate the surface it is covering.D2G - Dye Sublimation

There are no VOC’s (volatile organic compounds) which are often associated with solvent printing and the inks are water-based. This infusion also means the dye fades much less than in other processes. So basically, it’s a win win situation!

Tip #3 | Replacement Graphics

Choose displays that can be re-skinned with replacement graphics. This provides the opportunity to replace any or all of your graphics as many times as you wish, without the need to replace expensive stand hardware. You can even try to use double-sided graphics where possible, if you anticipate using different graphics for different shows.  This allows you to simply flip your graphics around to show the alternative message on the reverse side. Check out how easy it is to do this with our Portable Plinths and SuperWalls.

Tip #4 |Stand Waste

recysling bins

Think about the waste you will create on your stand and how it is disposed of. In the past, all the packaging, such as bubble wrap and cardboard was thrown into a general purpose skip. Now venues supply different skips for different materials. If you are serving refreshments, consider eco friendly cups and disposable  bamboo plates. Everyone likes to feel they are doing their bit for the environment so why not get that message across to potential clients.

Tip #5 | Lights

We all know what a difference good lighting can make, but consider LED and low energy lighting solutions which not only deliver great effects but also suck less juice. This means your stand requires less load, and the event electrician will have a smile on their face!

D2g - QR CodesTip #6 | Marketing Material Marketing techniques are changing, gone are the days when you needed a shopping bag and a shoulder of steel to carry all the brochures around from the exhibition. Today, it is more common to give a brief marketing flyer with a scannable QR code or ask someone to enter their details on a tablet to receive more information. If you must use leaflets, then print on eco-friendly stock wherever possible.

Tip #7 |  Staff UniformsD2G - unfiform

It’s easy to forget about the uniforms that your stand staff might be wearing. Try to source eco-friendly gear that uses natural fibres. And if it’s being printed, consider the process used. It may be better to embroider, which is kinder on the environment, lasts longer and often looks a little more ‘premium’.

Tip #8 | Freight

The new fabric exhibition systems are light and can be packed down into small bags, making it easy for staff to transport the stands in their own cars rather than adding a freight truck into the mix.

Tip #9 | Car Pool No doubt you have various people working on your stand. Encourage car pooling by limiting the number of parking passes you give out. Less cars on the road, less fuel – it’s all good.D2G car Pool