Category Archives: Exhibitions

Art of Fact – Innovators Case Study at MOTAT

Background

We were approached by Art of Fact to help produce an exciting new exhibition space for MOTAT. They had just won a creative ideas competition to develop the exhibition space. The brief was simple – the exhibition space had to inspire the innovators of tomorrow with engaging stories of innovators today.

The Challenge

We had a large space to fill that had to not only captivate small minds, but allow them to be innovative in their thinking. There were not many objects to exhibit so we had to think laterally and design a structure that could tell a story, whether it was through creative artwork or through interactive media. The quality of the product also had to withstand its daily environment and be ‘tamper-proof’ given the audience that was viewing it.

The significant challenge for Brandstand was developing an exhibition space that was:

  • A fully flat-packable system for hassle free storage
  • A future proof system that could be re-configured into different layouts enabling it to be used again and offering long term value.

Innovators exhibition at MOTAT

The Solution

Brandstand worked with Art of Fact to deliver a full turnkey solution based on their design brief and then went on to install it within the ‘hall of fame’ space at MOTAT.

The exhibition comprised of a full Brandframe structure with both curved and straight modules. The custom curved frames were all rolled to specification and a full colour dye sublimated fabric skin was used over the curved and larger framework. A fabric skin option was chosen because it works well on curved structures and enables the exhibition to be seemless – giving it a stunning professional finish. Through dye sub fabric colour printing we were able to ensure colour matches with other elements of the exhibitions plus deliver text that was clear and easy to read. Being fabric, each wall could be stored and washed easily to remove marks, stains and the leftovers from sticky small hands!

The displays featured a digital element using large flat screen TV’s and a provision for AV integration which was mounted direct to the framework. The individual rooms used different colours, textures and lighting giving the audience a sense of change as they walked through the exhibition, enabling them to experience the different innovations on show.  

Each room was designed and created to be re-usable which allows MOTAT to rotate the featured teams in years to come giving a great return on investment.

Global trends in retail

There’s probably no other industry that is going through as much evolution right now as retail. Customers are demanding more and more in terms of store layout, payment options in store, customer engagement and staff knowledge.

Retailers need to stay ahead of the game and the bigger players must predict the next trends in order to create a future for retail beyond online shopping.

At Brandstand, we provide a broad range of solutions perfect for the retail environment, including in-store sampling and demonstration solutions, as well as merchandising units and systems.

Let’s take a look at the four global retail trends set to dominate the retail industry over the next couple of years.

 

#1 An immersive customer experience is king!

Retail is becoming increasingly digitalised with physical retail stores embracing technologies such as virtual reality and augmented reality. These are no longer sci-fi dreams, but real experiences delivered in a real retail setting. This innovative technological approach takes a customer’s buying experience up a notch!

Nike has now taken a multichannel approach to retail. Customers can look at shoe styles in-store but then use interactive kiosks to customise their style choices. Once purchased online, the order is then delivered direct to the customer, with order processing monitored through their smart phone.

Take a look at IKEA’s AR catalogue below which allows customers to visualise how certain furniture will look inside their homes! This is a brilliantly delivered cross-over between an in-store and digital experience.

#2 Unique in-store experience

As online shopping continues to grow, the need to create remarkable in-store experiences has become more pressing. A new buzzword “Retailtainment” is now gaining ground as a way to combat the juggernaut of online ordering.

Brands are using retailtainment to create a point of difference and maintain their place in the market.

We see luxury brands, like US fashion designer Rebecca Minkoff, using smart walls attached to fitting rooms which enable shoppers to browse for sizes and/or products – as well as order a champagne! We clearly need more of this in New Zealand! It would be easy to see these solutions as gimmicks, but note that this creative retail strategy resulted in a 30% boost in sales, with customers reportedly requesting additional items as recommended by the smart mirror – not such a gimmick after all!

 Brandstand’s Smart Screen/Touch Screen solutions can be programmed to deliver a whole world of solutions, including champagne delivery! With in-built camera options, NFC capabilities and a range of sizes and mountings, perhaps it’s time to talk to us about changing your retail space.

 

Smart_Screen_Solutions

Some retail kiosks are also changing the game with nifty dispensing machines in place. One notable example is Sprinkles Cupcakes which has “cupcake ATMs” at its stores. People craving something sweet during the wee hours don’t have to wait for the store to open – they can just head to the nearest cupcake ATM machine, swipe a card and instantly get their fix!

#3 Pop up shops are big winners!

Pop up shops may have been around as a niche concept since the 90s, but still prove to be popular amongst consumers! The great thing about pop up shops is their appeal to customers with a ‘here today, gone tomorrow’ concept, thereby creating a sense of urgency. The pop-up shop operates on a sense of scarcity and so places pressure on the customer to purchase. The idea is to bring a certain blend of seasonality and creative experience to what can otherwise be a boring mix!

Interactive pop-up experiences like IKEA’s Breakfast in Bed Cafe in London, for example, opened for three days and allowed customers to enjoy breakfast in a snuggly bed – for free!

pop-up-breakfast-in-bed

Concepts like this gain not only press coverage but generate incredible amounts of social content, shared amongst many.

Brands like Nestle have also discovered the power of the pop-up store, seeing it as a tool to raise brand awareness. Known as the The Kit Kat Chocolatory, this pop-up shop allowed customers to customise their own KitKat, made fresh to order, with packaging that customers could design themselves!

If you need some help in bringing a concept to life then talk to our production experts in Brand Productions. They have years of experience creating experiential and retail solutions, turning concepts into commercial reality.

#4 Self-service technology

Otherwise dubbed as the ‘Help Yourself Technology’, these self-service technologies are popping up everywhere in retail! From McDonald’s self-order kiosks to self-service checkouts at supermarkets, retail stores are now expected to bring more convenience to customers.

We see Amazon’s physical store providing a futuristic approach to customers, where shoppers can just walk out without the long queue to pay. Shoppers simply swipe their Amazon app upon entry then their smartphones track what items they leave the store with. These are then charged back to their Amazon Prime accounts.

Customers want to shop fast at times but they also want to slow down and be entertained at other times. How can retailers win? One thing I think we can all agree on… don’t make us queue!

Let’s talk

Delivering great retail experience doesn’t have to be a hit or miss approach. As leaders in the display industry, we make sure your brand delivers the best experience possible to your audience. So get in touch today, and we’ll show you want we can do.

Global trends to watch out for in 2018

The events and exhibition industry is a rapidly growing and competitive market. Every year we see new technology being developed and new display solutions being created, all designed to appeal to attendees.

Looking ahead to 2018, we’ve highlighted four global trends that we think you should look out for:

  1. Virtual Reality

Virtual Reality (VR) has definitely enhanced the experience perspective – and will continue to do so in the upcoming year.

Boursin Virtual Reality

According to the 2018 Global Meetings and Events Forecast published by American Express Meetings and Events, the use of VR will continue to create a level of advancement in the way attendees interact at exhibitions and events. The incorporation of this immersive technology may come as no surprise but still draws major excitement and will continue to change the way attendees interact at events. In New Zealand we are seeing more and more articles published on VR, so it is clear that it is THE tech talking-point of the moment.

  1. Hybrid Events

You’ve probably heard it already – hybrid events succeed on virtually every level.

In 2018, hybrid events are predicted to make an impact on the end-to-end delivery of event communication.

Furthermore, the “live” in-person event with a “virtual” component has become extremely valuable in deriving greater reach and participation, valuable data collection, and cost effectiveness at events. The big tech companies do it very well, but now the technology is available to other companies, combining several comms channels into one event.

  1. Engaging the Apps

Mobile apps may have emerged years ago but their usage at meetings and events continues to evolve.

Along with other technology innovations, mobile app usage is extremely effective in transforming the way event owners and attendees communicate, inform and engage with each other. In 2018 mobile apps will go from a nice-to-have to a must-have. They have proven themselves in improving attendee engagement, sharing agenda details and facilitating networking among attendees.

  1. Wellness

Enhancing attendee experience is not limited to having fun activities on your exhibition display. A 2018 Global Meetings and Events Report also forecast Wellness as an emerging trend to watch as we move into the New Year.

An increasing number of companies are now looking to appeal to attendee wellbeing throughout meetings and events. This trend is predicted to be seen more in hotels around food and beverage offerings. Meeting and event owners also take this emerging trend as an opportunity to differentiate themselves and focus on healthy lifestyle and work with purpose.

Wherever you are in your planning for events in the upcoming year, these global trends indicate how much advances in technology impact the whole industry. It’s always important to create a meaningful engagement with your attendees, to stand out on the show floor and get noticed.

At Brandstand we are always updating our display solutions to accommodate these changes and to keep our products fresh and new. We offer a broad range of interactive solutions that help to give attendees a more immersive experience. Our range of inflatable products deliver a portable display solution that gets noticed – it’s fresh thinking combined with design flair.

 

 

 

Is smart glass technology set to revolutionise exhibition stands?

G-Glass technology is built to give a high impact brand experience which is not only stunning but also dynamic and impactful.

A new product from G-SMATT Global could certainly change the face of exhibition stands in the future. The product itself is a media glass – where circuitry is etched onto the surface of the glass and then LED’s are carefully placed onto it. Cover glass is then installed, filled with resin and connected to the side of the laminate with flexible printed circuit boards. The end solution is a cutting edge glass wall that can display any content rich media that could be shown on a PC or TV, but on a far larger scale and in a much more compelling way.

Interactivity is key…

G-Glass can deliver innovative display solutions to any indoor or outdoor event. It has the potential to transform the way exhibitors connect with their audience, enabling the glass to be interactive with the stand. Add sensors to the exhibition floor, for example, and have these sensors connected to the glass wall which would in turn change the image. This not only keeps the imagery fresh but keeps people interested and engaged.

No restrictions

Rather than the traditional way of fitting a screen to an exhibition wall or stand, G-Glass allows exhibitors to create a full-length interactive exhibition stand that is as large or as tall as they want it to be, giving the exhibitor maximum brand presence. The screen becomes the wall!

Orhan Ertughrul, EVP for G-SMATT Europe says, “G-Glass could give you the opportunity to double your event footprint by standing containers on top of each other giving you more exhibition space at no extra cost. If you can build high, not only do you get the benefit of people seeing you across the exhibition hall, but you can double or triple your footprint”.

Keeping up with technology

This highly-interactive smart glass display is something that we at Brandstand are very interested to follow.

Not only does it provide a one-of-a-kind brand experience but it also allows brands to communicate and interact with audiences on a whole new level.

This technology is something that will continue to expand and that we believe will come into its own within the exhibition and display industry, whether it be on glass or inside the new fabric lightbox stands.

If you would like to know more about changes and innovation in the display industry, then
sign up to our quarterly eDMs.

 

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

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.

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

Creativity in Exhibition and Conference Stand Design

Creative for exhibitions and conferences must have at it’s heart an understanding of the outcomes required of it.

Fonterra Brandstand NZ

The design of a stand should generate multiple touch points and engagement with the visitors. Driving participation in the stand content of varying degrees of duration and depth on involvement. Without this the stand remains unmemorable and the brand experience forgotten falling short of the exhibitor’s objectives and goals.

We use several options to deliver stand engagement, which broadly come under the objectives of Encourage, Enable and Guide.

Hands-On Learning

Provide digital tools to encourage further brand immersion – an iPad for instance linked to further product knowledge or digital | web assets.

Product Handling

Often stand visitors need to touch and feel the products on display, which can require the development of tactile component or experience.

Finding innovative ways of displaying clients feature products on a stand requires some clever lateral thinking as well as saying dialed in to the “qualitative” expedience around the product.

Visitors need to feel action and hear the clunk of their door locks and get a sense of how secure they are.

Brandstand NZ - DeLaval Exhibition Stand

DeLaval Exhibition stand

Brand Experience

With a selection of stands all fighting for presence, clients often ask us to ensure they stand out from the crowd. We create unique brand experiences and introduce game-play and activities into our stands to ensure a memorable interaction between stand, brand and visitor.

Commercial Discussion

For some clients, an exhibition stand is where deals are brokered. Participation is face to face and requires a longer engagement time, discussing sensitive topics. For these, more private and seated space is important – an oasis away from the crowds and noise of most event halls.

Designing for an exhibition, conference or event is not like designing for a poster or an ad campaign. It requires a special set of skills that combine 3D design, large format artwork production, good knowledge of printing processes and a solid understanding of stand materials.

Designing in 3D

At Brandstand, we’ve been creating exhibition stands for not only some of New Zealand’s biggest brands, but global brands too. Coke turned to the Brandstand team when they needed a solution for a mall activation. Heineken came to us when they needed to stand out at the Rugby World Cup. Agencies and brands alike realise that design for exhibitions is a specialised area and one that requires a specific type of designer with very specific skills and experience.

Often an exhibition designer will be a mix of graphic designer and interior designer, understanding the nuances of flooring whilst at the same time suggesting the placing and type of lighting that should be used on a stand.

Cadbury Demo Table - Brandstand NZ

Scamps drawn up for Cadbury Marvellous Creations

Practicality

Designing experiential and exhibition stands has to be a mix of pure creativity mixed with a good dash of practicality. Often the briefs we receive have very clear deliverables. It would be easy to design the most incredible solutions but if the brief asks that the solution fits into the back of a car, then we must build this requirement into our design and tailor our solutions accordingly. It’s this ‘real world’ practicality that has won us many fans over the years, and explains why clients like Fonterra keep coming back to us.

Portable Displays Brandstand NZ

Flow

Often our designers need to consider the flow of people around a stand, and take into account key messaging and where it should appear within an exhibition stand to drive maximum effect. When we design an exhibition stand we must consider where it will appear and how it will be used.

In order for design to be effective, we need to know the objectives that it’s trying meet. For instance, are we trying to push volume through the stand or do we need to spend quality time with a few key individuals? This will affect where and how we include meeting areas.

On a corner site vs a centre site, people will flow around the stand very differently. As designers, are we happy to accept free movement and flow, or do we need to design a user journey into the stand layout, forcing behaviour through design and build?

Brandstand has over 20 years of experience in creating and producing exhibition and event stands that deliver to agreed objectives, on time and on budget.

 

Exhibition Flow - Brandstand NZ

Talking

Any project starts with talking (and often a coffee too!). We ask plenty of questions and our clients explain their needs. Sometimes we might upset the status-quo a little, play devil’s advocate even, so that by the end we’re all happy with the brief and all on the same page with the task ahead.

Design

Our Creative team works either direct with the client, or in some instances direct with the client’s marketing agency, to create initial designs and mock-ups. Once we’re agreed on an approach then we complete the production of scaled 3D CAD drawings that properly provide view of the final stand. These provide the very best insight into how the final stand will appear, and include details of materials and specs to be used.

3D CAD Drawings available by Brandstand

Example of a 3D CAD Drawing

Artwork

Once the CAD drawings are signed off then the stand moves into production. Brandstand’s designers work closely with our Production and in-house Print teams, all overseen by the project manager. Timescales are agreed, key milestones signed off and then the stand begins to happen. Our designers produce all the required artwork files for print, and then our production team apply them to the stand materials, where required and as per the CAD drawings.

Our designers often need to work with large format artwork, manipulating it for various materials, such as metals and fabrics, and understand how different colours will be represented across various materials. This is important if the final look of the stand is going to be consistent and true to brand guidelines – never is this more important than with large global brands.

So as you can see creativity is a lot more than just thinking outside of the box and at Brandstand we certainly have the skills and experience to produce a display that works for you and your requirements.

Measurement

It would be crazy to design an exhibition stand without taking into account various measures for success. As part of our stand design process, we build in KPIs and ROI measures so we and our clients know whether the stand has delivered on it’s original brief.

How times have changed?

Our world is forever changing around us and it’s hard to keep up with technology, new products and ways of conducting business. So what has changed in the exhibition and display industry and is it for the better?

The Stand

The Past – Companies would have to store their huge stand in a warehouse, then have it delivered to an event by a haulage company. Once delivered, it would take four people to erect it over the course of two days, before finally being ready to meet customers. Oh how things have changed….

The Present – In today’s world we book online, grab the durable carry case which contains your exhibition stand, load it into your car and drive to the show. The stand is assembled in 10 minutes and the new graphics you had printed look great.

The Outcome – Changes in technology mean that today’s stands are lighter weight and cheaper than their predecessors, using aluminium framing and printed fabric walls. They’re much more innovative too, using materials which can be moulded into any shape, thereby creating a totally bespoke design. These new stands are easier to maintain and store, as the fabric walls can be machine washed and all the elements packs down into small bags..

The Conclusion: A definite WIN for the industry.Brandstand NZ - Dulux Stand

The Experience

The Past – Shows have always been about showcasing products and services to the industry and the general public. A simple demonstration table with a sample of your product and maybe a money-off coupon was the norm.

The Present – Now the norm is all about the experience you give your customer and whether it’s tweet worthy or not. Brands need to think out of the box and create a stand that welcomes in the customer and takes them through a journey that they will remember long after the show. It’s about designing your stand around technology and the product.

Brandstand NZ - El PasoThe Outcome – It’s simply not enough to just have your product on show or give a free sample. People expect more and they want to become part of the experience by seeing how the product is made or being able to try it – this maybe through an iPad App or the actual product itself. People need to be able to experience with their senses so they can remember.

The Conclusion: A definite WIN if you get it right.

The Goals

The Past – Having a presence at a show was often goal enough. Being able to network with a few buddies, have a couple of days out of the office and of course a few beers in the evening. As long as you had a few leads to follow up on then it was deemed a good effort.

The Present – Having a presence is one thing but having a clear set of goals and deliverables is what is expected of any stand today. The ROI is crucial to most companies and it’s not solely about sales. It’s about networks, transactions, learning and creating loyalty.

The Outcome: For an exhibition to be deemed successful, the end goal has to be about building loyal, consistent, repeat business customers. In order to do this successfully a set of initial goals needs to be addressed and once achieved, maintained to keep these customers coming back.

The Conclusion: A WIN

So, looking at the display and exhibition industry it does appear to have given us some tools to make our life easier. Sure we may have a few more deliverables and have to think outside the box but new technology and materials available certainly make building an impressive stand achievable.

At Brandstand, we have been in the display industry for over 10 years and we have a wealth of knowledge to help you create that perfect stand. So the next time you dust off your exhibition stand, stop and remember that there is another way. Pick up the phone and call us, we can advise you on the best options available for your needs and budget.

Freephone: 0800 10 99 88