Monthly Archives: October 2016

Engage

Brandstand Enagementengage 
verb
3rd person present: engages
1. occupy or attract (someone’s interest or attention).
2. participate or become involved in.
3. causes someone to have a feeling or create an emotion.

So when it comes to marketing we are still surprised that some companies doubt the overall effectiveness of experiential marketing. Experts often refer to experiential marketing as the act of “creating unique face-to-face branded experiences.” Basically 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; basically you want to engage and inspire them. The goal is to gain a lift in brand consideration scores, leading to a greater probability of purchase at decision time!

A recent study has indicated that 65% of brands that use experiential marketing say that it positively correlates with sales and 72% percent of consumers say they positively view brands that provide great experiences.

At Brandstand, we are always reviewing the marketplace to see what campaigns are running and more importantly what campaigns have been a success. We have selected two very different but both equally engaging and thought-provoking experiential campaigns for you to take a look at.

FINNISH TUNA – JOHN WEST AUSTRALIA

John West Australia, has 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.

#WEIGH THIS – LEAN CUISINE

The #weigh this campaign was a huge success and very refreshing to see a weight loss company not centre their campaign solely on weight loss or diet-centric messaging. It was particularly interesting because none of the participants actually interacted with any product. No one was asked to sample anything and no one was stopped to answer questions. In fact, no-one was really asked to do anything. The only branding that was visible was the hashtag #Weigh This @Lean Cuisine but it certainly worked as they received over 200 million impressions!

So what made the campaign such a success and such an inspiration??

Well, as part of the overall campaign, Lean Cuisine displayed a gallery of ‘scales’ in Grand Central Station and invited women to “weigh in”.  But this did not mean standing on a set of scales, women were asked to write down how they really wanted to be weighed. So rather than focusing on their weight in kilos the women opted to be measured by things like caring for 200 homeless children or  simply being happy every day.

Lean Cuisine had already figured out what message they wanted to get across to their target market but instead of blatantly advertising this they created an interactive experience. One that paid off and certainly made people stop, interact and become inspired.

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.

Call us on 0800 10 99 88 

Home Show 2016

Home Shows have been through many lifecycles and stages of development, but if the Auckland Home Show was anything to go by, they’re still very much of interest to New Zealanders.

This year saw yet more growth with visitor numbers averaging 48,000 over the 5 days. And these numbers are not just fueled by the general public; the Auckland Home Show attracts a number of ‘trade” visitors and offers exhibitors b2b opportunities.

Brandstand has been involved with the Auckland Home Show event for many years, assisting several customers in creating and setting up a stand. This year we were especially proud to be involved in Assa Abloy’s showpiece stand – marketing their Yale locks and home security solutions.

Yale Exhibition Stand

The Auckland Home Show saw 512 exhibitors setting up and running their stands, so the competition to stand out in the crowds is immense. The show cannot actually take any more exhibitors, it’s at capacity, and therefore it’s up to companies like Brandstand to create bigger, better stands that deliver a richer engagement for the visitor and maximise floor space. The event will not grow from more exhibitors but instead from more visitors having an incredible time, engaging with brands and learning about their products.

Often, at Brandstand, we’re asked to develop a stand that focuses attention on one hero product. In the case of Assa Abloy though, the brief was different. They have a broad product range and all of it needed to be presented equally within a confined space.

The Assa Abloy stand is a complete bespoke designed stand, that towers above those around it due to it’s height but also delivers a rich engagement with fully functioning product examples as well as interactive screens that deliver key messaging. As well as being visually engaging this stand tells a product story. Integrating the hardware into real home situations allows visitors to interact with the product and picture it in their own home. The stand architecture inspires them and connects with their own home environment.  Visitors can navigate the stand unaccompanied and learn a great deal. Add in some key exhibition staff and the engagement transforms into real sales opportunities.

Yale Homeshow 2016

Not everything has to be bespoke though, and this year we delivered an incredible stand for Galaxy Spas. It used fabric walls, as a backdrop to their products, to deliver amazing graphics that inspired product engagement. The stand was a huge success and the fabric walls will continue to serve for many years to come.

Galaxy Spas

The next Auckland Home Show is Wednesday 6th to Sunday 10th September 2017. Although 2016 exhibitors get first-right-of-refusal, you could still be in with a chance to get in on this great exhibition if you plan early.

If you are planning to attend we would love the chance to talk to you about your stand and see how we can help. Please give us a call on 0800 10 99 88 or email Caroline@brandstand.co.nz

Guide to Shopping Mall activations in New Zealand.

Activating a pop-up store, sampling or experiential campaign in a shopping mall is a well proven route to getting your brand in front of a broad range of people. Malls offer almost guaranteed foot-traffic numbers, regardless of the weather. The variety of retailers onsite provide instant redemption of offers or bounce backs for brands wishing to drive awareness, launch products  or sample.

At Brandstand, we specialise in helping clients make the most of their “in mall opportunity” and over the years we have developed a special relationship with mall owners, management companies and mall staff.

D2G - sampling desk

Design and Production

Design and production are key to a successful activation. Malls can be an unforgiving space so your gear needs to be robust.

Often the mall set up is surrounded by stores, their brand signage, their window displays and their lighting. It’s a feast on the senses which is hard to avoid, but it means that your activation must stand out. Add to this the height restrictions and display requirements normally in place, and you have a very unique set of circumstances. It’s very different from an event, where often the exhibitor can reach higher with their stand.

Location is key and consideration must be given to the sitting of your stand and the customer flows around it. Getting this right comes down to how the stand is designed, liaison with mall staff and an understanding of good 3d design. Depending on your activation you will want to engage with as many people as possible, so how you work with the natural flow of foot traffic can become quite critical to success.

Sampling in malls

Logistics

You can’t just stroll into a mall and set up. Set-up teams need to be authorised and site safe. Approvals need to have been gained and timings are key. Liaison between us, the client and the mall are crucial so that everyone understands what is happening. A professional and well planned installation not only gets you off to a great start where you can focus on the number one priority – engaging customers!

Functionality

Good design is always achieved when “form follows function” so think about what it is that your activation needs to achieve. Will you be retailing a product, sampling or asking people to stop and sigh up? Ensure that you think of all of the practical requirements be that storage, seating or displays to help you to make the most of your captive audience.

 Staffing

Mall activations can mean long hours on your feet and for some people it’s not easy to maintain your focus and enthusiasm for hours on end. Take time to plan your schedules well allowing for breaks and double ups of team when the mall is going to be at its busiest. It’s often worth investing in experienced brand ambassadors to work for you rather than just relying on your own staff. Great agency team can be confident product advocates, experienced and flexible, especially on evenings and weekends.

Appletiser-1

Have happy enthusiastic staff on your stand

Security

Left unattended, your gear can go walkabout. Yes there are security guards in the mall, but there are also a LOT of people. Sometimes your stand goes unattended or your staff are distracted.  For this reason you need lockable storage areas within your stand, and have a policy for how the stand is left at the end of each day.

Leverage

Create some hype around your activation and be sure to invest in a photographer so that you can leverage the groundswell of enthusiasm and publish to a wider audience through your Social Media pages. Try to persuade the mall to support you in this too, utilising their social media platforms to advertise your activation and support it whilst your live.

If you need help organising a mall or a sampling campaign then please contact Michelle on 098 970 1484 or visit our showroom in North Harbour.