Category Archives: Mall Activations

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.

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

 

 

 

PRODUCT SAMPLING TRAYS

Supermarket sampling is a fantastic way to gain product trial and sales, because it happens right at the point of purchase. Sometimes though it’s tricky to target exactly the right kind of people for your brand.

Brandstand NZ - Sampling trays

 

In the old days product sampling consisted of a table and a pull up banner, and that was about it. Now things have become much more sophisticated, as both brands and supermarkets realise that in-store sampling creates an entertaining customer engagement, educates the customer and provides them with added value in store. In-store sampling stands now feature header cards to optimise visibility, cooking and serving facilities, interactive displays, and various promotions to add interest.

But they are still a passive medium in that they rely on customers to stop and approach the table.

Brandstand NZ - Sampling TraysThe tables have turned though (excuse the pun!). Supermarkets now allow brands to mobile sample around their stores. This means that demo staff can roam around the store, actively targeting the right kind of customers – both gender and age specific. The same applies to malls – no longer do demo staff have to stand within a mall booth, they can now move around the mall searching out the perfect target consumer.

Brandstand has been producing vendor or sampling trays for around 5 years now. They come in many shapes and sizes, and indeed many of them are bespoke due to the requirements of the product and the sampling situation.

There are a few key elements though:

  1. The tray will often be quite heavy when fully laden, so it’s important that the tray is well balanced and the strapping is sturdy and comfortable to wear. Normally the trays feature web straps that go over each shoulder, as well as sometimes an additional waist strap to support the tray.
  2. The tray needs to stand out despite being a much smaller surface area than a sampling stand/kiosk. Some of our trays feature a skirt to give them a larger front surface on which to advertise. Others feature 3D graphics that really stand out beyond the borders of the tray itself.
  3. Brandstand NZ - Vendor TrayThe tray will be carrying quite a few sampling essentials including product, cups/plates/napkins etc. It all gets pretty cramped, so we often include a die cut tray that holds various elements in the right place and creates a more appealing, organised look when standing in front of a customer. It also makes life easier for the demo person, who has each element stowed in the right place, and so there’s less chance of spillages etc.
  4. Depending on overall weight, sampling requirements, budget and intended lifespan. sampling trays are produced out of durable plastic or cheaper Corflute.

For companies with more complex brand portfolios, we have created generic plastic trays which can be customised for each brand. Simple face strips allow for brands to be interchanged at a moment’s notice, plus various insert tray options allow for each brand’s sampling requirements.

If you’re looking at a sampling campaign for your brand, then talk to us about your options, and make sure you’re targeting the right people and getting the optimum conversion to sale you can. We can not only advise you on the best sampling method, but also assist in ensuring you have the right sampling staff.

 

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.

Marketing in Shopping Malls – our Top 10 tips to ensure success

Malls are a really attractive place to market your brand – full of people hanging out and leisurely shopping, looking for interesting things to stop and look at. They’re mostly inside venues, so perfect for the winter and you’re pretty much guaranteed some high foot traffic numbers!

Many of the shopping centres are able to provide profiles of their shoppers so you can get a greater understanding of their foot traffic  to better target your audience. And obviously if you’re going for a younger market then you can target them during the school holidays!

At Brandstand, we’ve been helping brands to get the most out of their mall displays and stands for over 16 years. So, we thought it was high time we shared with you our top 10 tips.

Tip #1

importance of goals in mall activations

Know your goal, and what you want to get out of this activation. Is it brand awareness? Sales? Product Trial?  Be brave too – just pick one and then we can be sure to deliver on it. The whole design of your mall stand should differ based on what you select because each option requires a different motivation, and a different focus.

Tip #2follow the rules in mall activations

Beware the rules – malls have a lot of rules and regulations many of which are OSH related and others which relate to being fair to all the retailers that lease space in the mall. Your brand and this activation will be the most important thing to us, but understand that it might not be to the mall and to the other retailers. Luckily, we’ve built up some really strong relationships with all the mall owners across NZ.

We know you want your stand to be the biggest, the tallest and the best, and it will be, trust us, but within the guidelines – those height restrictions are to keep things safe, and also because customers should be able to see other retailers’ shop signage as they look around the mall!

Tip #3

You need to engage with your audience and be a little different, a little creative; our customers tell us that’s why they come to us – for our creativity and can-do attitude! Your brand is suddenly competing for attention amongst hundreds of shops, their amazing shop windows and that next pair of shoes! The kids are bored, the husband hates shopping, so what’s going to make them stop at your stand? Is it because they can win something? Is it because your stand is intriguing? Is it offering them something different or new? Shoppers today don’t give their time easily and there must be something in it for them; to be honest it’s unlikely that a small taster of your product is enough. If you’re spending a decent amount of money on a sampling activation, be generous with your product!

Tip #4

Work with people who understand the regulations around OSH and are accredited to work in a mall. During your stand’s installation and re moral be sure that those doing the work understand the law, and trust that they will be courteous to shoppers. As soon as your brand can be seen, then those around it acting in an official capacity are naturally associated with your brand.

Tip #5

Design is really important when it comes to malls – work with people that understand 3d design because it’s very different to 2d design. Designers must consider the location of the stand, demonstrate an understanding of the mall itself, consider shopper flow patterns and then create good flow around your stand. Simply by changing the flow, different messages can be given greater importance and relevance.

Tip #6

The people you have working on your stand are really important. Think about your brand’s target market and then ensure that the people you have working the stand are credible and believable. Will a 40 year old housewife believe what a 20 year old guy has to say about the latest new washing powder? Sometimes, you may want to use your own in-house staff, but are you sure they’ll be motivated on a Saturday to turn up and then work hard all day long? For more on staffing, take a look here.

Tip #7

Stand materials have changed a hell of a lot over the last 5 years. Fabric displays are now the way to go. The printing process has improved so you now get amazing colour saturation and vibrancy. We all know there’s nothing worse than a grubby looking stand , but with these fabric displays simply chuck it all in the wash and it will look brand new the next time you go to use it.  If you’re planning more than one activation across NZ, then also consider the importance of portability and ease of set up in your stand production. For more info on fabrics, take a look here.

Tip #8

I’m sure we’ve all had nightmares with logistics companies, so why have the stress? Leave it to your display company to sort – they often have great relationships with a logistics partner who will rarely let them down. And when things go wrong, and sometimes they do, then they can pull strings to get a fix sorted! We love working with Bullet Freight, and have done for many years because they seem to understand our business.

Tip #9

Work with trusted partners; there’s enough stress in your life so outsource projects like these to manage end-to-end. Often it’s easier and simpler to have one company sort the complete solution, so pick a company with proven expertise, proven experience and ask to see their previous work and client list. Take a look at ours, right here in our online showroom.

At Brandstand, we always provide our clients with a single project manager that stays with you throughout the project, overseeing the brief, design, artwork, production, logistics, and financials. Of course there’s a multitude of people that help deliver your project, but they’re in the background – its just less confusing that way!

Tip #10

 

Capture the moment – have a good photographer come down to your activation and save those smiles onto camera. Video footage and stills make great content for your social media, for your PR department, for your sales teams and of course for your boss! At Brandstand we can provide this too – it’s all part of the service, and one less thing for you to think about!

10 Tips for Eco Friendly Exhibiting

eco exhibiting with BrandstandHopefully everyone understands the importance of taking care of the planet we live on, in order to guarantee a wonderful future for our kids, and their families. When you’re buying household goods, most brands will jump in and tell you they’re eco-friendly at the very first opportunity! Now that makes life much easier – you can make your buying decisions quickly.

But how about when you’re buying goods for your company/business? Do you care as much then about being eco-friendly? Do you feel the pressure to buy cheaply or do you know that saving the planet is the last thing your boss cares about?

Its really hard to do the right thing sometimes, but we’ve put together a few tips on how to make sure your exhibitions, events, conferences and trade shows are as kind on the planet as they can be.

Tip #1 | Materials

Take a look at the materials being used in your stand construction. Often fabric displays like these are much kinder to the environment as they require fewer processes in their production and the material itself is often more natural. We also use recyclable aluminium in our framing and extrusions. At Brandstand, we’re upfront about our eco commitment and you’ll find details here

Tip #2 | Graphics Printing

dye sublimation fabric prating process

This is how it works

Make sure the graphics printing is ‘dye sublimated’. Not only does this process create more realistic, more impactful graphics, but the process is also more eco-friendly because it uses heat to vaporise the dye and permeate the surface it is covering. There are no VOC’s (volatile organic compounds) which are often associated with solvent printing and the inks are water-based. This infusion also means the dye fades much less than in other processes. So basically, it’s a win win situation!

For more detailed information on this, take a look here.

Tip #3 | Stand Waste

Think about the waste you create on the stand and how it is disposed of. Are you serving drinks and nibbles? Consider eco friendly cups, disposable bamboo plates and cutlery too. Take a look here for more details.

Tip #4 | Staff Uniforms

It easy to forget about the uniforms that your stand staff might be wearing. Try to source eco-friendly gear that uses natural fibres. And if it’s being printed, consider the process used. It may be better to embroider, which is kinder on the environment, lasts longer and often looks a little more ‘premium’.

Tip #5 | Re-use

When creating a stand solution, think about the future and how elements might be used in different ways at other events, conferences, trade shows etc. This means you get the very most out of your investment. Many of the exhibition systems these days can be fitted together in different ways to give you heaps of display options. At Brandstand, we always ask lots of questions about what you need now AND what you need in the future so that we can provide a solution that works for a number of different occasions (and perhaps not just the one you’re thinking about right now – it’s called ‘customer service’ ).

Tip #6 | Reduce

Find clever ways to get your message across, that don’t use paper. Giving someone a leaflet has a pretty low engagement factor so why not get them to a touch screen so that they interact with your brand. How about a QR code on a business card, so they can research your product later? If you must use leaflets, then print on eco-friendly stock wherever possible.

Tip #7 | Freight

reduce freight costs

Light stands are easier to move around!

Big heavy stands take a lot of fuel to move around! The new fabric exhibition systems are really light and can be packed down into small bags. This means that your staff can transport the gear in their cars rather than adding a freight truck into the mix. Less fuel, less cars on the road, less chance of your gear NOT turning up!

 

 

Tip #8 | Lighting

We all know what a difference good lighting can make, but consider LED and low energy lighting solutions which not only deliver great effects but also suck less juice. This means your stand requires less load, and the event electrician will have a smile on his/her face!

Tip #9 | Suppliers

Ask the event organisers about their eco policies as well as the companies that are supplying your stands. How do they work in their own production facilities? How do they dispose of waste in their warehouses and production facilities?

car pooling at exhibitions to reduce carbon footprint

Fill a car!

Tip #10 | Car Pooling

No doubt you have various people working on your stand. Encourage car pooling by limiting the number of parking passes you give out. Less cars on the road, less fuel – it’s all good.

 

Staffing an experiential campaign

Experiential marketing is really quite amazing. It is equal parts philosophy, artistry and psychology. Simply put, experiential marketing is a more holistic approach to the customer/brand relationship. Experiential campaigns are designed to appeal to both our rational and emotional side. They go way beyond traditional feature-benefit methodology, and open up new points of connection with customers – their senses, hearts, and if you do it just right, their souls.

Experiential Marketing
By: Erik Hauser

Successful experiential campaigns often rely on the staff that activate them, on the staff that actually talk to customers, the staff that engage with customers. But engage is such a neutral word – it fails to communicate the emotion required. If it was merely an engagement, then it would be sampling, perhaps even market research. Experiential is more than just sampling, and takes more than just demo staff.

Export Gold Experiential CampaignExperiential staff are often the key to unlock customers’ rational side, and when they’re good they can also be the key to unlocking customers’ emotional side.

 At Brandstand, we’ve been working with agencies and clients on experiential campaigns for the last 9 years. We’ve seen our fair share of good ones and not-so-good ones! We spend a lot of time getting the visuals and production right, so it really frustrates us when poor activation staff water down our efforts.

So what should you be looking for when selecting staff for your campaign? Is it good looks? Is it reliability? Is it affordability?

The key skill for staff is ENTHUSIASM. Of course people can fake this, but they better be good at it, or they’ll be spotted as fake a mile off!

The next important skill is EMPATHY. Choose staff that your customers will be able to empathise with and can connect with. This drives credibility and enhances the overall experience, potentially unlocking an emotional link.

If you’re excited about your campaign, you must make sure that this is shared by all the field staff that work with you.

Appletiser-1RELIABILITY should be a given, it’s why you work with your Agency isn’t it? Good looks should be secondary in all considerations; of course if you are a makeup brand then good skin should be a pre-requisite.

In our experience good looking BAs don’t make a great experiential campaign. If amazing model looks are important to you, then perhaps use a modelling agency to hire your staff. Most experiential agencies recruit their staff based on their ability to deliver enthusiasm and emotion. When linked to a great concept the results can be dynamite!

Training and product advocacy are keys to ensure the delivery appears to be from a trusted source. Customers should think ‘I am talking to a person that is passionate about this product or service and wants to tell me about it – they especially want me to experience it and know all about it.’

In order to ensure this message is delivered passionately, find people that LOVE the brand, and ensure they can impart some interesting key facts. This is mandatory and is achieved through robust staff training.

If you’re pulling together an experiential campaign, talk to us about how we can ensure it cuts through the clutter and delivers measurable ROI.

Email jacques@brandstand.co.nz or call him on 0800 10 99 88.

Self Contained Kitchen!

People said it couldn’t be done. But we managed it. The client wanted to sample product but also show shoppers how easy the product is to use. Our solution? An entire self contained kitchen in a mall, with running water and waste disposal, all built in and self-sufficient.

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Brandstand is currently storing this kitchen. If you think your brand could use it, then call Jacques on 0800 10 99 88.