Category Archives: Experiential

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

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

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.

5 Sampling/Brand Engagement Trends

So what does the future look like for Brands wanting to engage with their customers?

As one of New Zealand’s foremost providers of brand experience and sampling campaigns, we thought we would take a look.

Brand Engagement is king

The reality is that ‘engagement’ is clearly a focus for brands in 2016. Every brand needs to focus on creating a better customer experience at each touchpoint, throughout their customer journey. Experience Planning is becoming part of the brand strategy process and Brandstand can help in creating branded displays that improve the ease of the buying decision at point of sale. Our sampling stands help to deliver a consistent brand experience, with additional elements that boost engagement beyond a simple product tasting. But let’s not lose sight of the commercial imperative in all this – activity has to lead to sales and that’s why we always frame our responses around influencing the path to purchase.

Smapling Table

Engagement Over Awareness

Individuals are currently bombarded with marketing messages. According to certain sources, people come into contact with anywhere from 3,000 to 5,000+ brand messages a day. The value of simply getting in front of a prospect has been diluted. With the pervasiveness of digital touchpoints, engagement now comes with higher worth to a brand than more macro metrics such as awareness and ultimately brand consideration.

Brands in 2016 should be thinking brand immersion more than brand reach, and for good reason. It’s brand immersion that will drive memory, and so brand consideration at point of sale.

Our unique sampling campaigns and bespoke builds ensure that sampling and brand experience campaigns deliver a higher level of engagement. At Brandstand, we think beyond purely display and look to deliver interactivity within our campaigns. We deliver multi-platform measurable campaigns that use video, interactive displays and multi-sensory elements to build higher levels of engagement and meet campaign objectives.

Huawei Stand

Multi Sensory Brand Engagement

More and more brands are exploring the senses to create unique worlds for consumers. Four Seasons, for example, uses an air system to diffuse custom scents throughout its properties. Virgin relies on personalised screens, on-demand food and beverage ordering systems, and iconic purple lights to ensure its flying experience is like no other airline.

Our plinths and tables can be lit to glow or pulse in any colour required, ensuring a unique yet consistent brand engagement. We’ve used scent to guide and influence customers at point of sale, and sound to engage and drive interest.

Our interactive screens can be positioned and programmed to provide a unique user experience, driven by each user and their needs and desires.

The importance of video

Video continues to play an evolving role in customer service, with more and more brands noting the importance of offering face-to-face interactions for a richer, more personalized experience. Videos may be used for greater self-service by offering customers tutorials on company websites, testimonials about brands to educate and inspire customers, and, of course, video chat for optimum customer service. Indeed, Gartner has predicted that more than 100 of the 500 largest global businesses will introduce video-based chat by 2018. Video technology is further evolving to use customer data as a means of delivering personalised videos for stronger customer service and marketing targeted at each specific customer’s needs.

Take a look in Mitre 10 at ter How To videos – suddenly the world of DIY becomes more accessible as we’re guided to our higher purpose in the aisle!

We constantly look at ways to integrate screens and videos into our displays to entice customers to stop at our exhibition stands, or to better control their journey around our stand. We supply a range of display walls that can all take video or interactive screens, whilst also being lightweight and simple to set up.

Yale Exhibition Stand

More and more clients are investing in their digital assets and then ensuring these are displayed across multiple touchpoints – websites are becoming increasingly creative and engaging whilst apps deliver a better level of service and information. Video forms part of these assets and ensuring they’re used and viewed in multiple places becomes increasingly important.

Measurement

We’ve all heard about the importance of data, and never has this been more true than in marketing. Measurable returns are the key to understanding customer drivers. By measuring results, future campaigns can be designed and executed and success more easily gauged.

At Brandstand, all our briefs include detailed info on how success will be measured and the objectives of the campaign in which we’re involved. For an exhibition, lead measures vs awareness vs product trial will all affect our stand design in differing ways. We’re fanatical in searching out ways to measure the success of what we’re doing and in creating ways that make it easy to measure. We insist on implementing SMART measures into all we do because great creative and design means nothing without meaningful metrics.

Office Sampling

Office Sampling - brandstandOver the last few months we’ve seen a huge spike in office sampling campaigns. Marketers have recognized this segment as a huge, untapped opportunity, an environment that’s easy to target and a place where “the big fish are feeding”.

Winter is the perfect time of year – outdoor sampling campaigns fall by the wayside as weather becomes too big a gamble, and marketers see the cost advantages of targeting a large group of people under one roof.

Disruptive Marketing

The simple reality is that marketers are all trying to find ways to cut through the media clutter, in a complex and fragmented marketplace. That means being ‘disruptive’, and it means getting your brand to pop up in unexpected places. But more than that it means getting the brand-to-hand, a tactile immersive experience, not simply a easily forgotten tasting experience.

Of course, getting an offer for a brand on your phone just when you’re in the shopping aisle could be construed as helpful by some and intrusive by others. Getting a packet of chips just before lunch, whilst seated at your desk, could be perfect timing or it could be seen as intrusive. Suffice to say, it’s a delicate balance.

The Benefits of Office Sampling

Office sampling provides a number of benefits to the prospective marketer:

  • It’s easy to reach a significant number of people in a short timeframe.
  • It’s easy to get people talking about your brand, because they’re huddled around and know one another.
  • The people you’re sampling to are somewhat captive – they’re at their workplace so you don’t have to find them and stop them!
  • With the right gear, it’s possible to make quite an impact in a small space, ensuring you get noticed and remembered.
  • Office sampling tends to rank high on the Surprise and Delight scale, with often the receptionist or office manager being the only people in on the surprise!
  • Done well, Office Sampling can be amplified into video content and shared across social media, thereby expanding the audience beyond the office.
  • Office Sampling has the potential to buy loyalty because it’s perceived that a brand has actively identified this audience and approached it – it takes effort and that is recognised by the consumer.

For Example

Let’s look at a real live example:

Target Market A new type of food product aimed at both males and females aged 20-45.

Opportunity We could target this group through grocery (expensive) or through street sampling (trickier) or through office sampling. Even if we don’t get permission to go inside the office, we know the main times they enter and exit the building, and word soon gets around that you’re sampling!

Most workers these days – and especially Millenials – are time poor.  If something is going to make an impact on their busy schedule it had better be convenient and memorable.  So, going into their office space could be the perfect solution.  Even if they are not at their desk you can always leave a sample on their table for their return!

So if it’s this easy why isn’t everyone doing it?

Well there are a few things that you have to be aware of when sampling in this way.  Here are a few pitfalls to office sampling which you should be aware of.

The Pitfalls of Office Sampling

Size and maneuverability

Offices pay a premium for floor space, so many working spaces are quite cramped, including the corridors, lifts and around cubicles.  Ensure that whatever you use to sample your product is small enough to get around the office and can be easily maneuvered without causing a scene. The last thing you want is for your sampling team to be disturbing everyone for the wrong reason!  Sampling vehicles such as the Sampling Trolley are a perfect solution. They are on wheels, easy to move around and have multiple uses so can be used time and time again.

Sampling units - Brandstand

Use EVERY opportunity to get your message out there. Take a look at these backpacks, which offer another opportunity to communicate key messages and make a lasting impression.

Volume of product

Think about what you are sampling and how much you will need for the office – no one likes  to be left out especially when you are offering them something for free. Ensure your promotional stands or your sampling trolley is able to carry the amount you require, and if your staff are walking around with sampling trays make sure there is a place that they can re-stock regularly.

Portability

It’s not always the case but many offices either have steps leading into a main foyer or are based on an upper floor, so making sure your sampling unit is portable and lightweight is key. It’s important the unit can fit in a lift, and if you are moving around the offices, that it is on an appropriate set of wheels for the environment. If you are setting up a promotional stand then it needs to be lightweight and portable for your staff to carry, and quick and easy to set up. Keeping it light and simple means teams can sample multiple locations in a short space of time – sampling SWOT teams that can cover a lot of ground and distribute a high number of samples.

Sampling - brandstand

Signage and branding

You need people to associate the activity with your brand, and to ensure your promotional staff stand out from everyone else in the office.  This means thinking carefully about what your staff wear and how they are going sample the product is necessary.  Are your staff going to set up a stand or are they going to be walking around the office?  Do they simply hand the samples over, or do they engage with their audience?  Whatever the decision, make sure your message is clear and can be seen from a distance. It’s vital that your sampling team are well schooled and scripted.

At Brandstand we have an existing range of products that are perfectly suited to office sampling, as well as constantly developing new ideas with our clients.  So talk to us about your requirements and we’ll work with you to create an experience around the sampling and deliver a solution that ticks all the boxes.

Brand Ambassador’s or Sales Generators?

Brand ambassadors have primarily been used for in-store sampling to increase brand awareness and drive sales but are they still important and has their role changed?

Brandstand NZ - Sampling traysThe NZ retail sector has seen changes over the past few years in both grocery and the non-grocery environments. This change is effecting how we engage with consumers and what they expect from their shopping experience. The team at Retail Safari has written a great article entitled “From Brand Ambassadors to Engagement Specialists”. Here are some key highlights:

Consumers are thriftier and smarter

With our fingers just a touch away from product information, consumers have higher than ever expectations, particularly from the in-store experience. Brand ambassadors are expected to be exceptionally knowledgeable about the product, offering honest expert face to face guidance giving consumers the confidence to make the right purchase decision.Brandstand NZ - Brands

Competition is tougher

There are so many brands out in the marketplace today the pathway has become very complex and cluttered. It is therefore essential that brands and retailers know when and where to engage the consumer along their purchase journey.

A shift in the balance of power to retailers

With a decrease in consumer spend and an increase in online shopping, retailers have had to reduce staff numbers on the shop floor. Thus, making it more important that brands put their own ambassadors out in the stores to engage, educate and ultimately close the sale.

A new model

In the FMCG channels, competition is tough and budgets are shrinking so there is a push for more sales through smart activations. A new model referred to as ‘Sales in Action’ is seeing some positive results. The main difference with this new model is that brand ambassadors not only create brand exposure and the opportunity to ‘try before you buy’ but they also get the sale. By moving away from the traditional low-key store activity, brand ambassadors are now becoming part of a lively shopping experience. This allows them to become tangible sales generators.

Brandstand NZ - Experiential MarketingAt Brandstand we totally agree with what they say. Being one of the main providers of portable display equipment in NZ we have seen a large shift in custom built stands for in-store sampling and experiential marketing. Clients are not just asking us for a product they are asking us for a solution to enhance the shopper experience.

We are in the business of making you look good, so give us a call and let us help you out with the perfect solution on 0800 10 99 88.

What are Plinths, Pedestals and Podiums?

Many customers don’t understand the terms plinth, pedestal or podium, and we’re often ask to explain what we mean. It’s understandable as they’re quite similar really but used in slightly different ways.

Brandstand, FMFS, Free Milk for Schools Campaign

The Plinth 

Technically speaking, a plinth is a heavy base supporting a statue or vase. Consider for a moment those statues you’ve seen in museums and grand homes featuring perhaps a king or queen set in marble.

In the world of Display, a plinth is a simple stand onto which a product might be placed as a means to display it, draw attention to it or place it at waist height. Display plinths tend not to be heavy, unless they need to carry a heavy object or because they’re made from timber for aesthetic reasons.

As these plinths get bigger and higher, then they also serve as a desk or small demonstration table. As part of an exhibition kit, these plinths are often placed at the front of the stand as a meet-and-greet station.

Brandstand - plinth

At Brandstand we have a whole range of these plinths, made from various materials and in various sizes and configurations.

Lets start by looking at materials first. You have the option of covering your plinth with a branded wrap, usually made from graphic vinyl and attached to the plinth using hook and eye velcro. This is a cost effective solution but the vinyl panel needs to be stored carefully and can suffer from wear and tear quite quickly. These basic plinths are made from 5mm extruded polypropylene, whilst the tops are made from 12mm melamine mounted to MDF.

Brandstand Plinths at Puna

The next option to consider is a fabric based plinth. These feature a 360 degree fabric wrap placed over a lightweight frame with a solid top. They’re washable, super lightweight and last for years. They fit into a small case so they’re easy to transport too. Often we sell these as part of a total fabric based exhibition solution, including a branded SuperWall at the back and then these plinths with a consistent complimentary design.

If the plinth is not going to feature high impact graphics, then we also stock a range of timber, glass, mirror finish and acrylic plinths, plus options to light an acrylic plinth to really stand out from the crowd!

Brandstand NZ - Plinths with lighting Brandstand NZ - Mirror plinths

The Pedastel

The pedestal tends to be a number of plinths working together, either joined or placed next to one another. For instance, Brandstand offers four plinths at differing heights which together make up our Staircase Display Pedastel, or a number of hexagonal plinths which fit together to form the Hexagon Pedastel. The pedestal is perfect as a walk around display, in a window or against a wall.

Brandstand pedestals Brandstand Compact pedestals

The Podium

Sometimes the pedestal is not very high and is designed to be a branded box to stand on. We call these podiums, and we can create these for events and media moments too. Any size and with any branding/finishing you require.

Brandstand Podium Brandstand Podium

At Brandstand we can custom build any design you require, so give us a call and let our expert team guide you into what would best suit your campaign or product.

 

 

HELP! A beginner’s guide to in-store sampling.

Brandstand - Cadbury In-store SamplingAs the foremost supplier of sampling vendor trays and demonstration tables in New Zealand, we want to help you get the most you can from your in-store sampling campaign. There are a few things to consider, so here’s a helpful round-up.

Research

Both PROGS and Foodstuffs have regulations on what you can and can’t do in their stores. It’s best to do your research early as these stores are important to your business and your brand. Don’t blow the relationship in the early stages by not following the rules.

 

Objectives Think about what you want this campaign to achieve. Take a look at the options below and pick ONE primary objective then focus on delivering against it. Here are your choices:

  • Sales
  • Awareness
  • Trial

You’ll desperately want to pick more than one, but that can get confusing. By knowing what you want from this campaign, you’ll be able to measure your success and make certain choices much easier.

Optimising Sales

 

Brandstand NZ - supermarket sampling using sampling/demonstation table and header cardMake sure you have sale product on or near the demonstration table; you’ll want your sampling staff to encourage shoppers to select it then and there as part of their script. We recommend you include a coupon in your planning. We find this works better than an in-store special, because you physically give the shopper a coupon and they feel they need to use it there and then! Make sure you count the number of products on the shelf at the beginning of the in-store shift and the products on the table, and then count them at the end so you can measure just how amazing the shift has been! Make sure everyone does this for every shift and then start a competition to really drive those sales up!

Maximising Awareness

 

Brandstand NZ - In-store sampling table and header card

Crunchy Nut gets noticed!

Use a good sized table, perhaps with a banner over the top. You want to grab attention and get your brand in people’s faces. Think about how you ‘cut through’the clutter of brands and people in the supermarket. People tend to shop on auto-pilot so you need to work extra hard to get noticed. Think about doing something different or quirky. Perhaps have your sampling staff dress up a little differently or consider some giveaways that get your brand in people’s homes.

Gaining Trial

Brandstand NZ - Vendor TraysWhy not consider not having a demonstration table at all! This is where our Vendor trays come in really handy. Instead of passively waiting for shoppers to approach your table, with a vendor tray or mobile trolley you can actively target the right demographic with your product. If you have to have a table, then consider a secondary ‘hand off’ stand, which is a simple branded plinth where you place your tray of samples. This allows you to keep your main table as working space while your prepared product sits close-by, yet easy for shoppers to get to. This hand-off stand can have shelves included so as to provide an extra space for off-location merchandising.

Sampling Kit Brandstand NZ - easy to carry bag contains all the sampling kitYou want your sampling staff spending all their time actually in-store with your product, not walking backwards and forwards from the car park. So, keep your kit well packed and easy to transport. Most of our tables are designed to fit into a supermarket trolley and be quick to set up and dismantle – no fiddly screws and no tools required!

Site Safe Most supermarkets require sampling staff to have Site Safe passes. After you’ve spent hours booking your shift, don’t fall at the first hurdle by not having accreditation or by leaving your pass at home. Generally it’s an easy online course, so there’s no excuse!

Functionality Think about the size of your table and what you’re doing at the table. If you’re sampling dry goods, then you might not need much space. Go for a smaller table because you’ll have more flexibility over where it can be set up. Remember that if you need electricity, then your location and the timing of your shift will be severely limited. Most stores only have a couple of ‘powered sites’ so book early to avoid disappointment!

If you’re cooking on your stand, then think about how ‘on display’you want this to be. Perhaps the microwave can go under the table if it’s not a key feature of your product. We can tailor our tables to your requirements, adding shelving and heat retardant materials where necessary. We can also conceal cables too so that everything looks neat, well organised and appetising!

Graphics

Investing in sampling equipment is a big step. Don’t go for permanent graphics which can’t be changed. Instead, invest in hardware once and then change out the graphics panels when you need to. Consider our new fabric graphics panels which are easy to use, super lightweight and can be washed over and over again so your table always looks brand new!

Measuring Success Think about how you measure your campaign – don’t just rely on hearsay. If you want to count how many people you spoke to, then count your coupons at the beginning and end and be sure to give everyone you speak to a coupon! If your campaign is all about sales, then count the products on the shelf before and after. If you want to know what people think about your product, then have two bins for their paper plate, one marked LOVE IT and then the other marked YUK perhaps! If you want to grow your database, then run a Free Prize Draw, inviting people to fill in a card and post it in the box – but make sure the prize is worthwhile because generally people don’t stop for long when they’re on a shopping mission.

Timing Think about your target market and think about when they go shopping. If awareness was your initial objective then make sure you’re in the supermarket at it’s busiest time – perhaps a Friday night or a Saturday morning. If your target market tends to be older and retired then they often avoid the supermarket at these times, preferring a mid week. Do some research and ask the store manager to make sure you’re in the right place, on the right day at the right time. If kids are your target, then go for the after school slot around 3pm onwards. Twenty-somethings will often go shopping on a Thursday or Friday evening after work because they have other, way-cooler stuff to do on the weekend!

Brandstand NZ - TimingIt’s tempting to agree to any in-store slot that is offered to you by the supermarket, but why waste the opportunity – better to wait for the right time and day so you optimise your shift.