Author Archives: Jason Willis

Experience design – our approach to exhibitions and display design

Design is a plan for arranging elements in such a way as best to accomplish a particular purpose – Charles Eames

Introducing The Design Hub.

Born out of a need to create great three dimensional design, we brought together a team of designers with a unique set of design skills. They bring the kind of design that marries graphic design elements to architectural and spatial design. It’s a specialist field that requires not only great artwork design skills but also an understanding of engineering and the spatial awareness of an interior designer. We call it Technical Design and we are one of the few companies to offer clients a complete Technical Design solution that goes beyond the skills of a design agency.

To design great exhibition stands or displays, a designer needs to understand the materials that will create the display and how people will navigate the display. At times we’re more like a theatre set designer, creating a show, and considering the ‘actors’ manning the stand, as well as the lighting and backdrop.

the design hub - brand productions

Concept plans and approaches

Experience design needs to integrate experiential elements and psychology – what will someone see, feel, hear and smell? As a result what actions will they take? And will these actions drive certain behaviours for the brand? A good experience designer must be able to deliver on a client’s desired outcome. Experience design addresses the flow of people around a stand or activation, and the way in which they connect with products and brands. It creates heroes out of brands and it creates theatre that makes people do, say and feel.

Concept drawing s- the design hub brand production

3D render image

We work with a range of materials and building elements, from natural materials like wood through to fabrics, inflatables, acrylics and aluminium framing. We understand the manufacturing process, the specifications and the realities of how various materials and elements work together.

Our work often features large scale artwork, which requires a unique set of skills. We’re adept at re-creating artwork for wide format printing. Like many designers, we understand the various print processes from digital to dye sublimated to offset printing. But we also know how to get the very best out of these print processes by tweaking our artwork to deliver bolder colours or by amending our specs to ensure a better outcome.

The Design Hub brings a mix of engineering, graphic design, spatial design, experiential thinking and set design within a single talented team. We are there to help with the ideation process, generating ideas and then showcasing these through concepts, renders and 3D modelling. We provide a complete design solution from ideation through to final artwork, and then we manage and oversee the production and print to ensure brand consistency. We’re there for our clients, each and every step of the way.

Concept drawing - the design hub brand productions

Concept drawings

Yale Mall Display

A render of how this display could look at a Mall

Our skill lies in taking an idea from dream to reality, developing a solution that delivers creatively but also practically. These combined skills are rarely found in a pure graphic design studio.

We would love the opportunity to have a coffee and discuss your requirements, please give us a call on 09 930 1811 or contact rich@brandproductions.co.nz

Not just hot air

One of the most significant new products to appear in the exhibition and display industry recently is inflatable display. No doubt you will have seen the new inflatable camping tents on offer at various retailers, but perhaps you were not aware that this same technology is now being applied to the exhibition industry with various elements available in an inflatable format.

Brandstand - inflatable tents

We have recently joined forces with both a European and a Chinese supplier to bring inflatable solutions to the New Zealand market. We felt these were the stand out suppliers at the trade shows we attended and were delighted to secure distribution within New Zealand.

A simple choice

Perhaps the biggest single benefit to an inflatable display is its simplicity. It’s possible to take a sizeable display and fold it down into a tiny case, because it’s the air that gives it its size and air that gives it its stability. There are no aluminium poles required for stability as the structure supports itself – with air!

Inflatables use low tech tools, such as pumps, and simple bonded seams to create large scale displays that create instant brand presence.

Of course we offer various inflatable gazebo options, as you would expect, but that’s only the start. Brandstand can build a complete solution by adding inflatable counters, furniture, towers, columns and arches, and even create complete bespoke shapes and solutions.

Brandstand inflatable chairs

From an experiential perspective, a large scale inflatable can be set up quickly, creates a dramatic brand impact due to its scale, and delivers talkability because these structures are still quite new to market.

Inflatable structure - sport

Big impact
The beauty of inflatables is in the weight and the speed that an entire exhibition kit can be set up. They’re absolutely perfect for outdoor events and activations. We can provide a huge inflatable arch at the finish line of a sports occasion or create large scale entrance gates to a show.

If you have brand awareness or sponsorship opportunities, we would love to talk to you about how you might leverage your sponsorship activation with a large scale inflatable branded display.

Print options

We print onto a skin that goes over the structure – this can then be cleaned, re-branded and reprinted anytime. If you run sports events, then it’s the perfect solution for changing sponsors each year – just print a new cover!

Talk to us today about our purchase and rental opportunities.

What about OSH

Inflatable solutions should be handled with care at public events. They’re perfectly safe but there’s a few guidelines to be considered. It is worth talking to experts about how they should be set up, tied down and how much ballast should be used.

At Brandstand we won’t simply sell you an inflatable structure without asking a few questions and without providing you with some sound advice. We have quickly become experts in setting up inflatable structures. We understand and are compliant with the advice of Worksafe New Zealand. We can provide a number of fixing solutions dependent on your terrain and location.

We offer tailored packages and after sales service – we are happy to provide a complete installation solution and then after sales storage and servicing for those that require it.

NZ approvals

Our structures are supplied with NZ approved blower systems, and feature NZ approved tether systems with appropriately rated anchorage points. We are able to advise on maximum wind speed/gust constraints as part of our set up procedure.

Let’s talk

Inflatable display structures are amazing, but need to be handled with a degree of care. We know what we are doing and we would love to talk to you about why inflatable is the future of display.

Finding the best display products in the world

Each year, we make a point of visiting the biggest trade shows in Europe and China, looking at new ideas, new designs, new materials and new manufacturers. We go into these shows with our eyes open, truly looking for the best products, regardless of country of origin. And, of course, we’re on the lookout for products and designs that will translate well into the New Zealand market.

These shows provide us with ideas to bring back to New Zealand but, more than that, it enables us to talk to suppliers and build relationships. We all know how easy it is to feel a long way away from the rest of the world living here in New Zealand and that’s why relationships with suppliers are key to our success.

Buying the best

Over the past 20 years, Brandstand has been working with some of the biggest global names in display. In that time we have cemented relationships and created robust processes that drive our procurement. This combination ensures we deliver on time and on budget for all our projects. Whether purchasing off-the-shelf or pushing the boundaries with unique designs and solutions, you can rest assured that what we design, we can deliver. Our supplier relationships are built with a collaborative approach – we work together to deliver fresh solutions, great design and innovative display systems.

Ensuring quality

We’re not embarrassed to say that many of our products come from China because we know that this actually means we’re selling the very best and most innovative display and exhibition products in the world. We invest time in meeting, vetting and developing a relationship with all our suppliers. We set strict guidelines around quality of fabrics and materials used, knowing that we need to use the best to perform in New Zealand’s unique conditions.

Behind the best products sits a manufacturing infrastructure. Many of us have no idea about product origins, but simply purchase on price. At Brandstand, we take a stand on corporate social responsibility (CSR) and make a point of taking those responsibilities seriously. What does this mean for us and our clients? We visit the factories that we source from before importing their goods. We’re looking to ensure they are providing a safe working environment, that they are using sustainable work ethics and that they are taking their employment responsibilities seriously. If we’re happy, then our clients can also be happy that they have purchased from the right supplier, for all the right reasons.

It’s this complete trust in our supply chain, and the very low incidents of hardware failure, that enables us to offer some of the best extended warranties in the country, not seen from many other suppliers.

CSR in China

Delivering excellence

As leaders in the NZ display industry, we take our responsibilities seriously. From sourcing to procurement, through to project management and logistics, we ensure our clients get the very best service available. With in-house design and all our services under one roof, we’re well placed to deliver your next exciting display and exhibition project. So get in touch today or check out our website.

Exhibition displays with a difference

In our industry we know the importance of standing out from the crowd. But it’s all too easy to blend in when it comes to large exhibition halls, like the ANZ Viaduct Events Centre. So we decided to take a look around the globe to see what types of exhibition stands really stood out, and then bring them to you to show what can be done.

Retro Exhibition Stand

Creating that WOW effect with different materials is one way to get attention. This corrugated iron ‘container’ stand with its bold colours and workshop style lighting creates interest and intrigue from the outset. It makes people want to stop and look inside.  

Krispy Krunchy Chicken

This American stand is impactful for two reasons. The 20 by 30 foot mock rustic barn certainly makes an impact with its height elevation and the simulation to the brands retail stores which creates an authentic air that people are drawn too.

SB Tech Exhibition Dome

SB Tech took a creative stance when it came to delivering their exhibition stand. Being an award-winning sports betting company it made perfect sense to create a sports dome with a grass pitch flooring and flood lights. A clever design that has presence due to its volume and size, and affinity to the sporting world.

Brandstand exhibitions

Endutex Coated Technical Textiles

Historically, Endutex have always had a traditional exhibition stand that would have blended in with many competitors. But last year in Madrid they created a stand that was designed around an Irish Pub. The unusual theme for a textiles company not only enabled them to showcase their coated textiles and show off their interior design skills it also created intrigue and drew more people in.

90 Fabric Street

Comfort

In contrast this stand is very open and simple with its clean lines and contemporary finishing, but what sets it apart are the six enormous sky banner lights. These lights not only highlight the furniture and create ‘zones’ beneath them, but also provide significant real estate for branding as well as a point of reference for consumers to come and visit the stand in a sea of exhibitors.

Comfort  

Adaptil

Not all stands need to be expensive but it helps if they can be creative or have a point of difference. Adaptil took the approach that most people love dogs, so by creating a stand with a dog as the focal point they knew it would pull in the punters!

Adaptil Exhibition Stand

Looking at all these stands we can see that one of the main differentiating factors is creativity and being able to think outside the box. Being different and producing a stand that is outside the traditional parameters can be worth its weight in gold in attracting consumers.

At Brandstand we have over 30 years of experience in the display industry. Working alongside our sister company, Brand Productions, we are well placed to produce not only a stand that will stand the test of time but will also draw in the crowds and deliver a good return on your investment.

Pop-Up Shops

We have all seen them, you have probably all be in one of them, and you may even have eaten at one of them – pop-up shops and kiosks are ‘popping’ up all over the place and research indicates that consumers love them.

So what is classified as a pop-up shop?

Mobile Pop-Up Store

Mobile pop-up shops aim to reach consumers on a more personal level and leave them with a sensory experience, one they will share and talk about with friends and family.

Examples: food trucks, mobile champagne bar, chic fashion boutique bus, mobile barber

Pop-Up Dining Experience

These dining experiences are enticing and a fun way to try something new. Often consumers like the fact that they only have a limited window in which to experience a certain eatery. Because they are usually on a smaller scale it gives restauranteurs the chance to test menu items and interact with consumers face-to-face.

Examples: pop-up poker restaurants, fast food pop-ups, asian fusion pop-ups, fundraising pop-ups

Interactive Pop-Up Shop

These interactive stores embrace modern marketing strategies and aim to leave a lasting impression on consumers. Whether it’s a scannable virtual shop window, a branded experiential pop-up store or a robotic coffee shop these interactive methods definitely pull in the crowds.

Example: Pimms Pop-Up T-Pot at Wimbledon, John Lewis scannable shop window, Dyson experiential pop-up store

Pimms Popup

Temporary Retail Pop-Up Shop

These temporary stores are ideal for marketing new collections, product launches or seasonal promotions such as Xmas. Ranging from physical stores, kiosk malls, or mobile bus boutiques they interact with consumers either through their senses or using digital technology.  

Examples: Kenzo Boutique bus, Walmart Xmas Toy store, Charity Store, Corner Pop-up shops

Branded Pop-Up Retailer

Brands are embracing the pop-up store as a quick easy win and away to gain more exposure. They are taking every opportunity to deliver a fully branded experience no matter where you are, giving an instant shop window to increase awareness and enhance consumer engagement.

Examples: Nutella Creperies, Tesla’s temporary car store, festival yogurt shops

Why are pop-ups so popular?

Because they are eye catching, they are new and they are usually quirky. Brands can be more creative with a temporary set up attracting consumers and delighting them with something new. People like different, and if they are interactive and engage consumers then it’s a win-win for everyone.

Delivering a Pop-Up Experience

Brandstand has it’s own production team working out of a large production facility and warehouse in Albany. Together, the team have over 100 years’ of experience in producing display, exhibition and pop-up solutions.

Under one roof, we have the ability to design, manage, build, deliver, install and even store your pop-up experience.

To discuss your next pop-up experience, call Rich Adams on 09 930 1811 or visit www.brandproductions.co.nz

 

Lipton totally embraces experiential.

Experiential marketing has made it’s mark on the industry for a number of years now, and has become an important part of the ‘mix’; we’re even seeing marketing departments employ experiential managers.  As customers demand more interaction (read: entertainment), the need for a memorable experience becomes essential.

The global brand, Lipton,  has totally embraced experiential with numerous campaigns over the years. The 125-year-old brand has never been one to stand still. It ensures that they make an impact wherever they go, and the 3 month sparkling tea line sampling tour last year was no exception.

The tour visited offices in major cities within the US. The Lipton team set up “The Lipton Sparkling Flavour Lounge” which was an interactive sampling experience offering everything from invigorating back massages and an adult-sized ball pit to an uplifting jam out with the “silent disco”. The idea was to encourage employees to break up their daily routines with a light, uplifting afternoon break and get them out of the 2pm work slump.

Lipton Experiential Campaigns - Brand Productions

The brand is very consistent in its theming, giving each campaign a fun impactful experience that will be talked about amongst piers for weeks to come.

Lipton’s Daybreakers campaign saw the brand pushing for young people to drink iced tea throughout the year and not just on holiday. The campaign set up  ‘Rise and Slide’ events around London consisting of a 100m slip and slide. Fans were encouraged to bring togs and inflatables to the experience The video says it all.


The importance of brand, image and experience are placed front and centre within all Lipton’s campaigns. Their experiential events not only give them immediate on-site exposure but clever use of social media that amplifies their efforts across a wider audience for a longer period of time.

If you are interested in using experiential marketing  for your next campaign then contact Rich on 09 930 1811 or email him on rich@brandproductions.co.nz

 

Sampling, the multi sensory way

For a long time now, sampling has been an important ingredient in many brands’ launch recipe. It’s still a vital part, but we’re seeing some changes coming in as the strategy evolves.

To be effective in the marketplace and to be successful, especially with discerning consumers, it’s essential that an engaging environment is provided for them to learn about the product before they taste it. Something that we are seeing more and more is the immersive in-store virtual reality experience. This not only elevates a customer’s experience, but it enables you to have a face-to-face interaction with them too.

Boursin Virtual Reality

Take for example the Boursin ‘Sensorium’. This campaign was launched at Westfield Shopping Centres throughout London, and then through a series of county shows and foodie festivals. This ‘Sensorium’ combined live multi-sensory experiences with virtual reality (VR) and a bespoke 360° CGI film. This sounds impressive, but what does it all mean? Consumers put onVR headsets and found themselves flying through the inside of a fridge. This experience was combined with a sound track, moving chairs, cool air, scented fans and product samples. It’s pretty impressive, so take a moment and experience it for yourself:


Boursin ensured that they captured reactions to the experience and used this on social media and targeted digital activity. To extend the experience, a special photo-booth also captured fun shots of people inside the fridge surrounded by Boursin ingredients.

The overall results were extremely positive. When consumers were asked about the event two months afterwards, 98% of consumers were able to recall the experience. But more importantly 36% of people claimed to be buying the brand on a regular and/or monthly basis (this figure was almost double than that prior to the event). Suddenly we’re able to see data that shows a correlation between engagement/experience and sales uplift. But not just immediate sales uplift but valuable uplift represented in brand loyalty and repeated purchase.

Boursin -- expereriential - brand productionsWith regards to brand visibility and sampling, over 5000 consumers experienced the VR over the 18 days of activity and 86,298 samples were enjoyed by consumers! This is quite a figure and I guess the question to ask yourself is would that many samples have been tried if the campaign had just been a standard sampling campaign.

We will never know for sure,  but what we can confirm is that the strategies behind sampling campaigns are getting more and more creative and the way brands are using face-to-face interactions, reward systems and outdoor marketing is definitely an area to watch.

If you are interested in using experiential marketing  for your next campaign then contact Rich on 09 930 1811 or email him on rich@brandproductions.co.nz

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.