SCentre pushes clients to a new style of banner

If you have ever run a marketing or sampling campaign in any of the SCentre’s (formerly Westfield) then you will be aware that there are certain rules that you must adhere to. This is standard, and something as marketeers we accept and understand.

Why have rules?

The rules are set to protect the stores in the centre and to ensure that the display setup is to a certain agreed standard and will not harm any of the general public – the mall must take responsibility for health and safety within its buildings.

This may all seem like common sense, but as technology advances in the display industry so do the products.
The NEW Blade Stand.http://www.displays2go.com.au/item/240/banner-stands/Blade-Stand?utm_source=blog&utm_campaign=bladestand&utm_medium=blog&utm_term=banners&utm_content=blade

SCentre has decided to create a new standard around display collateral, pushing clients from old, out-dated pull-up banners towards the new style of banner that is called the Blade Stand. Using these new banner stands throughout their malls creates a more premium feel and a more consistent image. These banner stands are more stable than a traditional pull-up banner thanks to their low centre of gravity, so are loved by shopping centres as they improve the safety of patrons.

The new Blade Stands feature a graphics printed on fabric, and can be printed on both sides to drive even greater impact by reaching the audience from multiple directions. Each stand can still be set up in minutes and the fabric graphic changed quickly – the fabric skins can even be put through a washing machine to ensure they consistently look like new.

With three different widths (600mm, 900mm, or 1200mm) available, you can be assured there is a size to match your needs. The slender 600mm wide stand is ideal where space is tight, whereas the 1200mm wide unit stops audiences in their tracks!

Why not take a look at our range and we can get you ready for your next mall campaign.

Cooking carts in food markets

There is pretty much nothing Australia cannot grow or produce. Less than 10% of our retail food is imported, and two thirds of our land is given over to farming. So it’s no wonder that visiting the spectacular city food markets on the weekend has become a social event for many families and foodies.

Markets

It’s not just about the fresh produce and variety of foods – it’s also about the atmosphere, the smells, and of course the free samples.

Many stall holders will have a tasting plate on the front of their stall enticing you to try their food and produce. But for some stall-holders their product is best experienced hot or used as an ingredient within a dish. This becomes more of a challenge to offer produce to consumers if you have no cooking facilities.

At Displays 2 Go we have just designed a cooking cart for Dandenong markets in Melbourne. They wanted to introduce a fully portable kitchen that can be used on market day by different vendors.  The design we came up with is compact unit that can be wheeled out into the retail space and quickly assembled with minimal disruption. The cart has been fitted out with a gas cook top, a sink and a hygiene-grade prep space and chopping board. There is also fresh water and a grey water outlet which is completely contained within the unit. It even has an angled mirror making it easy for the audience to see what is being cooked, and it comes with a mic and speaker system for maximum impact.

Coking Cart

The cart offers vendors the ability to cook and demonstrate how to use their products. It not only helps consumers learn more about the products themselves, but it also enables vendors to engage with their customers. The ability to be able to watch someone cook and then try it fresh out of the pan is a great way to sample products. It also creates a rather surprising ‘obligation’ by some customers to make a post-sample purchase.

Sampling is still considered one of the best ways to promote sales. The introduction of the food cart into the Dandenong markets should see a positive take up and the vendors can enjoy their lift as much as the market itself.

To find out more about this cooking cart give us a call on 1300 240 250

How to fix common errors with artwork setup

Every day our clients send us artwork to be printed.  These files come in all styles and sizes, but unfortunately not all files arrive print-ready!

As we see so many pieces of artwork it puts us in a great position to know the common issues that people struggle with, so we have designed a few “how-to” guides to help our clients achieve great results the first time around.

How to Guides - Print

To make it easy for you we have written step-by-step guides to walk you through the process. We’ve also included the instructions in video format, as well and a downloadable PDF for you to keep on file and print if you need to.

Five Common Problems

Here are the five most common problems we see with print files:

  1. The colours have not been set up for CMYK/process printing
  2. The die-line is not set up correctly for printing
  3. The file has not been flattened correctly
  4. The text has not been outlined
  5. The client is struggling to manage the file as it’s too large

Each of these issues can be resolved by following the online tutorials, but it’s important to understand why you need to to do these things so mistakes are not made when sending a file to print. Below is a quick summary of WHY it’s important to check your file for these elements.

  1. Why do I need to convert colours to CMYK?
    When we prepare a print ready file it must only contain the four CMYK separations to print correctly. If there are any components in the file that are set to a spot colour or RGB colour, it can render highly unpredictable results when converted to CMYK.  Click here to see how to convert all colours to CMYK.
  2. Why do I need a die line?
    A die line is used on artwork to enable it to be cut or folded to a particular shape once it is printed. If this has not been set up correctly then it can affect the finished article. Ensure that the dieline has been placed into the artwork as a separate layer, which allows the user to ensure it is correctly located relative to the print component. Click here to see how to create a die line.
  3. Why do I need to flatten an image?
    Flattening images basically ensures that what you see on your screen in what comes out of the printer. Part of the print process involves converting the file’s information into ‘printer language’. It’s in this conversion process that some printing software may interpret the file differently, producing unexpected results. Flattening the file removes the possibility of this type of error. For a step-by-step guide on what it means to flatten an image.
  4. Why do the fonts look different from my file?
    When an artwork file is opened on another computer it will search that system for fonts in the file. If it cannot find the fonts it will try and substitute the font, or open the file using another font. Either of these will change the result, so to stop this from happening it’s important to outline your fonts.  Outlining the font effectively means you are changing the text into an “object”, and in so doing it means any computer ceases to recognise the font as text. Click to find out more abut why fonts change and look different.
  5. Why can’t I send you the file?
    We all know how frustrating it can be when you have finally got your artwork to be print ready and then either your computer slows to a grinding halt or you cannot send the file because it’s too big!  There is one setting that can resolve this issue and reduce the size of the file by 95%. Click here to find out a simple way to send your file to print.

If you have any other questions regarding your print file then at Displays2go we are always happy to talk it through on the phone.

Image is everything! Hire a good photographer.

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

Quality images

Photography sells products.

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

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

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

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

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

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

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

How to ruin your exhibition

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

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

Exhibition stand not finished

Always leave enough time to get your stand show ready.

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

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

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

Exhibition staff

Ensure your staff are engaging like this Shell Rep.

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

 

Experiential Marketing

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Promotional Pricing

One of the major factors in any purchasing decision is price. We all know that everyone likes to think that they got a bargain. So, in any promotion, pricing is an important part. Firstly, you need to decide what the perceived value of the item is and then what consumers will be willing to pay for it. Once you have this figure in your mind it is easier to create a promotion. Price promotions come in all shapes and sizes these days as we have to take into consideration the online shopper as well as the ‘physical’ shopper.

Promotional pricing

For instance, to encourage consumers to buy a product, you may offer:

  • Instant money off
  • Future coupons / online vouchers
  • Free product trial
  • Free shipping and delivery
  • Competitions

However, depending on the consumer group you are targeting it is often better to bundle offers to get people to purchase now and afterwards. To this end, bundling is becoming increasingly popular.  It is gaining traction as a very useful marketing tool as it enables you to target selected audiences by giving them the offerings that they will be most receptive to. This reduces the amount of time and money spent on implementing promotional programs down the line.

For example if we were promoting a new yogurt we would probably want to run a campaign that encouraged consumers to participate in a free trial.

Physical Consumer – Taste and Purchase

Displays 2 Go Demonstration Table

This could be done by having an in-store sampling team handing out free samples, perhaps accomplished by either setting up a portable demonstration table or employing one of the mobile sampling units such as a vendor tray or the click stand. The promotional talent would then be able to talk to the consumer and after the trial, offer them an instant reward of a money-off voucher to use in-store.

OR

Online Consumer – Sign up and Taste

Sampling Promotions

Offer consumers the chance to get a free sample of the product either delivered to their door or with an online voucher that can be used when they shop online or can be scanned at the checkout. They can only receive this by going onto the website and registering online. This way you get the consumer’s details and are able to market to them again in the future.

Both methods work well but the key difference is who your target audience is and what they perceive the value of the product to be. Many members of generation Y would not flinch at giving out their email address whilst other generations would prefer the ‘here and now’ approach of tasting and receiving an instant reward.

Displays 2 Go have a wealth of experience when it comes to sampling-campaigns so next time you have a new product to get out into the marketplace give the team a call and let’s see how we can help make a difference.

Seeing is believing

Sometimes looks can be deceiving, and it’s only when you are actually up close and personal  that you realise the thing you think you are looking at is in fact something completely different. This is something we are all too familiar with at Displays 2 Go because in our industry we are often asked to create a structure that looks like one thing but has the attributes of something else. It’s quite an art form, and requires a specialised set of design skills, more akin to the theatre designer making props for a specific show. To an extent we’re creating an illusion.

A Natural Choice

Take for instance one demonstration table concept we created for a client. Their brief was to design a table that fitted in with their brand that looked natural and classic but most importantly was easy to assemble and could be moved around from place-to-place easily. The obvious choice was wood – a nice natural product that fitted with their vibe. However this would never work, as wood is heavy and cumbersome to transport, so we came up with another solution. If we wanted the wood look we could design and manufacture this using a printed effect. The finished product looked great, using a combination of two types of print to give some authenticity and character.

Displays 2 Go - 8 Bar plinth The Metro Barn

Another example of this is when we were asked to create a display solution that Mainland Cheese could take on the road. The roadshow had to align with their marketing campaign which centred on the the concept of “Taste the goodness of Time.” We were required to use modern materials, but retain an authentic rural and historical feel. We created this pop up gazebo, with full fabric graphics to give the look of an old, stone, cheese shed. We added accessories such as an old barrel and a fly fishing rod to give authenticity. A huge success. Displays 2 Go - Gazebo The Beehive

This example just shows how realistic our printing can be. These plinths were designed to look like beehives to bring to life the beauty products that were being showcased, indicating that real manuka honey goes into their products.

Displays 2 Go Plinths These examples show how the print and display industry has moved with the times, and the products that we print on today and the quality of the print are so much more advanced than before. Take for example our fabric products – these are not only simple to store, easy to assemble and look great – they also use a dye sublimated print solution. This method produces graphics that are vivid and stunning and can be washed over and over again. The fabric graphic is constructed as a sleeve and slips over a frame and is zipped tight to get the perfect fit. This method of display can be used for walls and backdrops, pedestals and demonstration tables.

SuperWall, Super Easy

The SuperWalls below are fabric and make the perfect corner booth for any display. They take roughly 10 minutes to assemble, making an instant impact. IMG_9807

We’re on fire

Take a look at this display – again fabric but the use of lights creates the effect of a fire. Displays 2 Go - Fabric Displays

Naughty but nice

Another fabric display we created was for the premiere of Fifty Shades of Grey where we were asked to produce a 10 metre wide wall, and printed on this wall was the man himself, Mr Grey. Looking at the finished display you really had to look twice to see if it was a real person standing there or not.

Displays 2 Go - SuperWall There are many more examples we can show, but the main point we are trying to make here is that anything is possible and sometimes the only thing that stops us creating what we want is our own imagination. So the next time you have a project or need some inspiration then come and have a chat to our team and let’s see what magic we can create together.

The power of visual impact

It’s clear that visual impact is still one of the most powerful ways to attract attention. Regardless of whether it’s a moving image on a device or whether it’s a graphic on a stand, we are all attracted to things that look good.

Looking good - Displays 2 go

And it’s no different when we come to market our company, ourselves or our products.  We all want our efforts to attract customers to consider our product and make a purchase. So, what is the best way to do this in today’s age where technology rules?  Is there still a place for display solutions such as banner stands and display walls?

The answer? Of course there is, otherwise we would need a lot fewer staff around here!  As with all things there are many ways to reach your target audience and, yes, social media is one of them, but there are still heaps of brands out there that need to provide an experience rather than just a static display.  Making an experience memorable can be greatly enhanced with the right display solutions.

Displays 2 Go - Mall display

Imagine this… you walk into your local grocery store and see a girl standing next to the chocolate aisle with what looks like a picnic table in front of her, and some samples. You are not even sure if she should be there and maybe the only reason you take notice is because she looks so out of place. You walk past, avoiding eye contact as you are not sure whether you will ‘qualify’ for a sample or not.

Now imagine this… you walk into the grocery store and see a girl resplendent in a branded uniform with a big display wall behind her and a branded demonstration table to her side containing chocolate samples. There is a crowd around her and she is talking to the customers about the new product. You walk past and wait to sample the chocolate as you want to know what all the fuss is about. You’re compelled to stop for fear of missing out!

Cadbury Demonstration Table - Displays 2 Go Cadbury Demo Table - Displays 2 go

There you have it… the impact of a branded display has not only attracted your attention but it has confirmed that this is a free sampling exercise by a branded company and you actually took time out to try it. The display has worked it’s magic by efficiently and effectively drawing you in and then supplying you with an experience that your eyes and taste buds appreciated and will remember!   

The above scenario illustrates how and why having the right equipment and graphics not only helps to promote your product/company but gives you the facility to get certain messages across in a way that enhances your professional image.

So next time you need to make an impact, think about what people routinely see as they go about their business and how to grab their attention in ways that are anything but routine. Check out our huge array of display solutions at www.displays2go.com.au

 

Pull Up Banners – 3 of the best.

There are many names for these types of displays. Some people call them banners, banner stands, pop up banners and even pull up banner stands.  They are all basically the same thing and they all do an important job – grab attention, and quickly get your message across in an impactful way.

Bannerstands - Displays 2 Go

We have eight different types of banner stand on offer at Displays 2 Go, all varying in size and shape, but today we want to talk to you about our three most popular styles.

The Blade Stand

This stand is the very latest in banner stand technology. With a sleek and modern finish the Blade Stand is simple to assemble and easy to re-brand. The graphic is printed in a single piece and slides over the frame of the stand like a pillow case, zipping up at the base. This creates a clean, smooth finish with no visible frame, giving you maximum space to get your message across.  Take multiple graphics to your next event and swap them out to freshen your booth.

Not only is it easy to assemble but it is also highly portable and lightweight meaning that you can basically take it anywhere. Being fabric, the graphic is washable so it always looks like new.  The low sheen finish inhibits reflection and it’s double sided.

This style has become particularly popular with clients who need to regularly update their graphics, as replacing the graphic is as simple as posting out a new ‘skin’ to slide onto the existing frame.

Blade Stand - Displays 2 Go

The Premier Banner Stand

The Premier banner stand is still our most popular stand, due to its bullet-proof reliability and ease-of-use. It is ideally suited to conferences, trade-shows, road shows and retail outlets. What lifts this stand above the crowd of ‘look-a-like’ banners is the high-tensile steel retraction spring that runs the full width of the banner. This spring – the ‘heart’ of a pull-up banner – is what gives the banner its strength and longevity, and you peace of mind that the the hardware will not fail you when you need it most.  It’s what allows us to offer a lifetime guarantee on the hardware in the stand.

Displays 2 Go - Premier Banner StandThe Quickscreen Pull Up Stand

The Quickscreen is a highly portable screen weighing in at roughly 5kg (including printed banner). It has a full aluminium body and is super robust.  It is designed specifically for use in high traffic and/or outdoor conditions, with the addition of oversized fold-out feet to increase the footprint of the stand. This hardware has a spring-loaded pop up banner cassette which takes just seconds to erect, and it comes with the same Lifetime Hardware Guarantee as the Premier.

Displays 2 Go - Quickscreen Pop Up Banner

So there you have it, three highly effective portable displays solutions that take minutes to erect and are guaranteed to make an impact. Take a look at our website for more details or give us a call on 1 300 240 250.