Monthly Archives: June 2014

Campaign Focus | Fonterra Free Milk for Schools Launch Programme

Brandstand_Fonterra Free Milk for Schools Launch_image 1

Fonterra launched their free milk for schools programme last year, ensuring that all our children had the opportunity to get their vitamins and minerals from a daily carton of milk. The programme now covers 1,450 schools and 170,000 kids!  Fonterra’s activation agency, FUSE, assisted in pulling together a campaign, that included several regional launches heralding the programme being rolled out across New Zealand. Fuse and Fonterra engaged the team at Brandstand to design and build a custom made launch solution.

Each launch took place in a school hall, so the venue size changed all the time. Fonterra needed a solution that turned any sized hall into a Fonterra branded space with elements that would appeal to a diverse audience, including school kids, shareholders, politicians, community stakeholders and of course the nation’s media. As the launch programme was nationwide, the kit needed to be easily transportable and ultimately flexible, something Brandstand knows a lot about!

Brandstand Free Milk For Schools Launch Campaign

Flexible fabric display walls allowed us to manage flow and tailor messaging for each venue

Brandstand spent many hours working with the client and agency team to refine and agree the content and design of the kit. It had to be just right, given the diverse audience. To ensure transportability we used a complete fabric wall solution as this was lightweight and easy to set up. Using fabric walls also meant we could take ownership of the venue and brand an entire room, whatever size, by simply dropping panels where they wouldn’t fit. We could keep the walls looking brand new by washing them after each launch, another great advantage of fabric.

We included low level branded tables and used additional non-fabric graphic walls with cutouts so that kids could engage with our stand. We placed milk related general knowledge snippets on various key elements of the solution as it was important that we educated kids (and adults) about the goodness of milk! We knew that each launch would attract the nation’s media, so we included quiet Brandstand's fabric event kit for Fonterra's Free Milk for Schools launch programmespaces for interviews, along with a branded stage area to facilitate speeches and easy media coverage.

The kit was used for 6 events around the country, and was all packed into a small minibus. An installation team of 3 were able to set up and dismantle the kit in 3 hours, an important criteria because we had limited time in each school hall.

 

“This was a difficult brief for a high profile client and an even higher profile campaign. The solution needed to look good, be flexible, be quick to set up and be strong enough to survive around 1200 kids running around! I knew that Brandstand would meet the challenge head on and deliver a perfect solution. As usual, they didn’t disappoint.”

Jason Willis, General Manager, FUSE New Zealand

Brandstand's Free Milk for Schools kit - Photo wall to inspire kids

A fun wall to capture those photo opportunities!

 

Future trends in exhibitions & events

IAEE LogoIn 2013 the International Association of Exhibitions and Events shared their insights on the future trends that would impact the global exhibition and events industry. It makes for interesting reading, so we thought we’d highlight the best bits here, so you don’t have to read the whole thing!

Generations

Younger people are now organising and attending exhibitions,bringing with them an understanding of and requirement for newer technology and social media integration. The modern trade show has become a technologically advanced event, because exhibitors and attendees demand it.

Learning: Ensure a good generational breadth of staff on your stand to appeal to a more diverse audience, and thereby ensure you have different skill sets on hand.

Research, Data & Reporting

Big_data_cartoon_t_gregoriusWe all know that exhibitions deliver some great ROI statistics, but marketers are coming under increasing pressure to prove it, so they’re looking to exhibition organisers to qualify their ROI with attendance data and post exhibition sales metrics. Exhibitors need more information than they ever did previously before deciding to attend an exhibition, including attendee demographics and attendee post research findings from previous’ years. Exhibitors also need to capture data during events to grow the data pool available and provide additional insights and learnings. Learning: Ensure you have clear data capture processes on your stand, whether simple business card collection, promotions or more elaborate online, touchscreen solutions. Collect all the data you can from your own stand, as well as overlaying all the data from the organisers. We have several standalone iPad stand options and we can also build them into any displays, plinths or walls. Check out our other blog post featuring ways to collect data.

Technology

Technology could be seen as a threat to exhibitions as more companies invest in online Webinars to talk to their audience. Certainly exhibition organisers must now integrate mobile and cloud computing into their offering, with free WIFI a given but also having IT specialists on hand to keep everything running smoothly. Wireless apps have taken the place of paper in not only capturing information and but also engaging with attendees at the stand.

Learning: Make sure the event organiser has IT specialists around to assist with your set up. And if not, make sure you have an IT specialist as part of your set-up crew!

Social Media Marketing

Social media is already having a profound effect on business in general, and the same is true of the exhibition industry. Exhibition organisers must now leverage all the platforms as part of their exhibition or event planning, embracing ‘live’ twitter feeds to gather sentiment as well as marketing events through LinkedIn and Facebook. Video is growing in importance and we see cameramen and interviewers at work collecting footage for use by exhibitors and for upload to You Tube.

Learning: Use your social media channels and the event organisers’ channels to market your stand and your attendance at the show. Use these channels to provide a reason to come and visit your stand.

Year Round Communities

With the rise in social media, big events and exhibitions are no longer a once-a-year moment but have a voice and a brand presence throughout the year, participating in social media communities, offering their expert commentary and speaking as the voice of the industry they showcase just once a year.

Learning: Ask and research what the event organisers are doing throughout the year to market themselves and establish expertise in the market.

Experiential Trade Show

The ‘experience’ that attendees have at a show is growing in importance. Advances in technology enable exhibitors to provide ever more elaborate experiences, but as a consequence the event’s IT infrastructure becomes ever more critical. The ‘experience’ factor is moving from an art to a science, backed up by research and that all important data.

Learning: Consider what experience you will be giving your stand visitors. Will your stand be memorable and will it attract the right audience?

Non-Attendee Engagement

Non attendees represent big business for many exhibitions, and so they must grab content toGoogle-adwords-logo-1 share with those that couldn’t make it and continue to keep them informed through social media and email marketing. Investing in Google Adwords can uncover new audiences that were previously non-attendees.

Learning: Invest in Google Adwords to attract your audience and keep those that couldn’t make it informed.

Exhibitors

There is always a fear that as exhibitors move towards a more technology orientated stand, the need for and importance of face to face marketing will diminish. It’s important that exhibitors invest in the right people to manage their stands if they’re to deliver sales and ROI.

Learning: Don’t just ask for volunteers to man your stand, but choose the right people with the right qualities and then keep an eye on them throughout the event. Take a look at our blog article on staffing your stand here

Internet Connectivity

wifiEvent and exhibition venues will be measured increasingly on their IT infrastructure and ability to consistently service the growing needs of a techno crowd.

Learning: As an exhibitor, ask questions of the event organiser and of the event venue to ensure it can meet your needs.