Tag Archives: Multimedia Displays

Marketing in Shopping Malls.

D2G - shopping mallsShopping malls are a very effective place to market your brand. They allow you to interact with customers on an engaging level while they are in the spending mindset. Whether it’s sampling, display, promotions or branding, experiential marketing is a powerful platform for reaching your customers. It allows you to choose where and when you will market and capitalise on successful retail periods, such as school holidays, Christmas, Mothers Day and more. Being indoor spaces, they’re also not weather dependant.

Many of the shopping centres are able to supply profiles of their shoppers so you can gain a greater understanding of their foot traffic enabling you to target your campaign more effectively. They can also give you seasonal trends which can help you plan the best time to promote your product.

At Displays 2 Go we have been providing companies with the tools and display stands to enable brands to give customers an unforgettable experience in shopping malls throughout Australia for over 7 years, so we thought we would share some of our tips and tricks with you.

Tip #1

Know your goal, and what you want to get out of the activation. Is it brand awareness, sales, new product trial or giveaway? Pick one and then deliver on it. The whole design of your stand should differ based on what you choose because each option requires a different motivation and a different focus.

Tip #2

D2G - FREEEngage your customer. You need to attract their attention and get them to stop at your stand, so what’s going to be your carrot? Your brand is suddenly competing for attention amongst hundreds of shops with their amazing shop windows so determine how you can differentiate yourselves!  Will your stand be intriguing, is it offering something new or different? We are all time poor these days so make sure there is something in it for the consumer; a small sample is often not enough so be generous with your product. Schwarzkopf recently promoted their new Salon range and were giving away full size bottles of shampoo and conditioner. There were queues at every stand and people were prepared to wait for their free product!

Tip #3

D2G - ipadTechnology is so dominant in our world it cannot be ignored. Mobile devices are always at hand, so ensure your stand is as interactive as possible. Stands can be designed to include an iPad counter or display, making it easy to capture data about your customers or simply have a QR code to scan with a promotion attached. Multi media displays and free WIFI also draw people in, especially if your target market is the younger generation.

Tip #4

Design and flow is a key factor when it comes to malls – so make sure you work with people who understand your concept. Designers need to consider the location of the stand, along with an understanding of the mall itself, and the shopper flow patterns. Once this is understood then a great 3d stand can be created which will give you the flow you require, enabling key messages to be read or experienced at the right time. Ensure your calls to action are visible to all potential customers from all directions, which can often mean taking advantage of double-sided graphics on your display collateral.

Tip #5

D2G - Superwall shopping centre height 1.95m wide  (2) copyStand Materials and products have changed a lot in the past 5 years. They are not only more impactful with the colour saturation and vibrancy of fabric displays, but they have also become easier to assemble and transport. The Superwall is  becoming a must-have in many clients’ stand portfolios due to its clean lines and ease of graphics changeover. Take a look at our range of demonstration tables, not only available in many shapes and sizes but also constructed from a multitude of materials, depending on usage requirements.

 

Tip #6

Staffing is often as important as the product on your stand, so make sure you have the right people for the job. Think about your brand’s target market then make sure the people on your stand are credible and believable. Will a 40 year old working Mum really believe what a 20 year old guy has to say about the latest washing powder?

Tip #7

D2G - SafetyKnow the rules.  Every establishment has rules and malls are no exception. When your activation is a success you want to be able to go back and lease space again, so abiding by their rules and those of OHS is imperative. They also have to be fair to all retailers that lease space in the mall, so try and understand that it’s not just about you. Of course, you want your stand to be the biggest and the tallest and the BEST, and it will be BUT all within the guidelines. Height restrictions are put in place for safety and security, and also because mall customers should be able to see retailers’ shop signage at all times.

Tip #8

D2G - OHSOHS regulations are there for a reason so make sure your staff understand these and are accredited to work in a mall. During the brand’s installation be sure that those doing the work understand the law and trust that they will be courteous to shoppers. As soon as your brand can be seen, those around it acting in an official capacity are naturally associated with the brand.

 

Tip #9

Capture the moment. We have all got cameras on our phones and iPads but getting a good photographer to come down to your activation and capture those smiles on camera is well worth the investment. Video footage and stills make great content for your social media, your PR department, your sales teams and of course your boss!

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

Stand out from the crowd at your next exhibition.

We all want to be noticed and be seen for the things we are good at. That’s why we want to share our knowledge on how to make your company stand out from the crowd at your next exhibition. There are 2 main considerations when creating an exhibition stand.

  1. How to attract people to your stand?
  2. How to engage with people at your stand?

attractionD2G Exhibition Stand

noun: attraction; plural noun: attractions

 – the action or power of evoking interest in : a place which draws visitors by providing something of interest  

Your stand needs to be interesting, something that will draw people in and stop them in their tracks, so think about the design of your stand.  It’s your shop window so you have to make it look good, make it spectacular and it will then be attractive to your audience. Be bold and innovative but get your message across.  For a quick overview of some great stand designs, take a look at our Pinterest boards here. Displays 2 Go has years of experience in the Australian exhibition arena providing solutions for well known brands like Assa Abloy, EasiYo, Griffins, Anchor, Jetstar and many more.

D2G EasiYo Exhibition StandHave a point of difference whether it is with the use of light, sound, colour or simply your brand. Colours and light are a fantastic way to attract attention from across a crowded room and are often overlooked. Effective lighting can create a unique atmosphere that will really help you to stand out from among your competitors. Sound is another way you can engage a customer whether its the sound of something relating to your stand or a person on a microphone. Sound is one of the key senses in the human body and one we use everyday to attract attention.

The use of social media and QR codes is also something that should not be overlooked. Sending out messages to your followers leading up to the exhibition can help bring in customers on the day. You can also use it during the exhibition to upload pictures, announce competitions and raise company awareness. However, not everyone has the time to wander around an exhibition for hours talking to people and finding out more about a business or product, but if they pass your stand and think “Wow thats looks interesting but I’m out of time” a scannable QR code is a great way for people to learn more about your business later.

engage

verb: engage; 3rd person present: engages; past tense: engaged; past participle: engaged;

 – occupy or attract (someone’s interest or attention); involve someone in a conversation ; participate or become involved in. 

So now you have attracted people to your “shop window” you need to engage them, to capture their interest, to seize the moment and entice them into your “shop”.

D2G Exhibition Stand SamplingBe generous with your time, and be generous in sharing your expertise. Your audience is looking for proof that you are an expert. Have plenty of friendly staff on your stand so that you can spend time with people. It takes time to gain trust and loyalty.

Once engaged you now need to convince them that the product is right for them. People always like to see/taste before they buy so why not give a demonstration of how your product works or give people the opportunity to taste it. Have your stand set up in a way that allows this to happen effectively and without clutter. Displays 2 Go has the experience to advise you on the best demonstration tables and how your stand might look to accommodate this.

Be interactive and create a little fuss, everyone wants to know what all the fuss is about! A great video can sometimes cut through the clutter, so think about a screen which people can look at without feeling an obligation to buy your product. People also like to touch and engage in your product so think about how you can incorporate this onto your stand. Putting a screen onto your stand is so much easier than it used to be – you can even buy display equipment that allows you to bring your own screen, and thereby save on the excessive costs from the exhibition hire companies.

Other considerations  to think about on your stand are:

Drinks – The smell of a good coffee can be a great diversion and it provides a talking point and often a much needed thirst quencher – it’s thirsty work walking around an exhibition! Take a look at this link for some amazing latte art (http://www.hongkiat.com/blog/creative-latte-coffee-art/)

D2G cooldesignsofaSeating – because walking around an exhibition all day is tiring on the feet. There’s many a potential client who’d love to sit down and talk to you, if only to take the weight off their legs!

Staff – everyone needs their happy face on, and everyone on the stand needs to know your products/services. You only get one chance at this, don’t blow it with grumpy people who don’t know what they’re talking about! To learn more about staffing, read this article

Competitions and tasks – get visitors doing things on your stand, not just looking at your products. Their experience should be sensory in many different ways. Think about moving visuals, think about competitions and the use of iPad counters or touch screen tablets to record the data, think about getting people to leave their business card.  Give people a Call to Action, not a Reason to Leave.