Sampling, the multi sensory way

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

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

Boursin Virtual Reality

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


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

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

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

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

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

Engage

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

So when it comes to marketing we are still surprised that some companies doubt the overall effectiveness of experiential marketing. Experts often refer to experiential marketing as the act of “creating unique face-to-face branded experiences.” Basically creating an opportunity to interact with your brand in person, and giving the recipient an experience they will ideally want to remember, and more importantly talk about and share with friends; basically you want to engage and inspire them. The goal is to gain a lift in brand consideration scores, leading to a greater probability of purchase at decision time!

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

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

FINNISH TUNA – JOHN WEST AUSTRALIA

John West Australia, has just become the world’s most sustainable tuna brand by overhauling its supply chain and only sourcing tuna certified by the Marine Stewardship Council (MSC). To get this message of sustainability across to consumers, John West launched a marketing campaign that gave everyone an experience.

They introduced a new brand called Finnish Tuna in partnership with MSC and WWF. They distributed cans of Finnish Tuna to unsuspecting commuters – only for them to find that, when they opened the cans, there was nothing in them but water and a message, “Imagine a world without fish”. This experience was designed to make consumers think about their choices at supermarket shelves and the impact they can have on the environment.

#WEIGH THIS – LEAN CUISINE

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

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

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

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

Next time you have that crazy idea and need someone to help with your experiential campaign to create a bespoke portable display, create a lightweight sampling table or even a selection of vendor trays, give us a call.  We have years of experience doing exactly this, and can certainly help to make your vision come to life.

Call us on 0800 10 99 88 

Home Show 2016

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

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

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

Yale Exhibition Stand

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

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

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

Yale Homeshow 2016

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

Galaxy Spas

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

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

Guide to Shopping Mall activations in New Zealand.

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

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

D2G - sampling desk

Design and Production

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

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

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

Sampling in malls

Logistics

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

Functionality

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

 Staffing

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

Appletiser-1

Have happy enthusiastic staff on your stand

Security

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

Leverage

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

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

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.

Creating outdoor branded environments.

Here in New Zealand there’s always a certain level of anxiety that goes with organising an outside event. Even in the middle of Summer you can never be 100% confident that the sun will shine! And when it doesn’t, there’s a few things to think about.

Is your display kit rain-proof and will it stand up to the wind?

Will your kit stand up to the crowds of people that sometimes attend these Summer events?

At Brandstand we’ve been creating experiential campaigns, roadshows and outdoor stands for over 20 years. So let’s look at a few of our options.

Flags

So the worst case scenario is they start lifting as the wind picks up, turning themselves in javelins, and a major health and safety hazard. But also consider the amount of flapping they do as the wind picks up – that can be annoying for those around the flag. It’s why our tear drop to go flag tapers to nothing, in a teardrop shape, that reduces that flapping sound. It’s also why we’re able to supply our flags with a variety of base options, from heavy plates to screw-in ground screws. 

For more on flags CLICK HERE

Billboard 2 Go

This is the perfect high impact billboard – heaps of space to get your message across on a waterproof, high impact printed fabric. Secure its base with weighted bases or ground screws and breathe easy as the wind picks up. When Russian Vodka headed to Queenstown, they knew they could trust a Billboard 2 Go not to fly off the mountain!

vodka demo table and flags

Display Walls

Our SuperWall fabric display walls push the boundaries in light weight exhibition walls. Take them outside and they’ll continue to perform – it’s why we supply them with a 5 year hardware warranty – these are purpose built for NZ conditions.

Superwall - Brandstand

Gazebo

We make no apologies for the price of our Gazebo – it’s the very best available, built to last and produced for tough commercial use. Supplied with a variety of tie-down options, the Gazebo 2 Go won’t let you down. It’s 100% waterproof, with taped seams and high strength close mesh 500 denier polyester fabric. For more details on our Gazebos CLICK HERE.

Giant Gazebos - Brandstand

 

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.

Being Environmentally Friendly

Here we sit on a rapidly changing planet. It’s no longer simply trendy to be eco-friendly, it’s imperative. We owe it to our children, and their children, to live by sustainable principles now. At Brandstand we place a great deal of importance on the sustainability of the products and processes we use and sell. We feel it’s up to every business and individual to take responsibility for being environmentally friendly. We’re delighted that so many of our clients are starting conversations with us about the sustainable nature of our solutions. They require it, their customers require it and frankly, our planet requires it.

Here’s how we deliver our eco-friendlier solution.

Eco Friendly Fabric

In the old days, many exhibition and display solutions were constructed using Aluminium Composite Material (ACM), packed full of Polyethylene. It was a great product in that it was hard-wearing and lasted years, but it was terrible for being heavy to use and very environmentally unfriendly. Around 70% of all our exhibition and conference solutions now utilise fabric rather than ACM as the main display material. There are a few reasons this makes more sustainable sense.

Brandstand NZ - Exhibition solution

Example of fabric being used for display

Recycled Polyester

Polyester textile recycling has been developed using clear plastic water bottles, or PET as the raw material, a source of plastic that would otherwise go into landfill.

Polyester is made from petroleum, a non-renewable resource that creates damaging environmental impacts during the extraction process. However, when considering the whole lifecycle of the fibre, from the raw materials, through the use phase to the end of the lifecycle, polyester is not as environmentally damaging as believed. It has lower energy impacts during the washing and cleaning phase and is also completely recyclable at the end of its life.

Hopefully we all agree that we need to to use less plastic in general, but at least our fabric finds a second use for all those plastic bottles.

Brandstand NZ - Recycling

Reduced Carbon Footprint

Due to it’s light weight and the ability to fold into a small package, fabric prints are considerably more energy efficient when transported than the heavy traditional banner vinyls – which often need to be packaged in high volume tubes. Your organisation’s “Carbon Footprint” can therefore be significantly reduced – particularly when sending replacement or interchangeable graphics to multiple locations.

Fabrics “compactness” also means it takes up very little storage space, meaning less heating and lighting requirements etc.

Fabrics are so easily produced that many clients find they keep their framing for a long period of time and then simply wash and re-use their fabric displays.

Dye Sublimation – A More Sustainable Printing Process

Sublimation is when a substance transitions between the solid and gas states without going through a liquid stage; the action of dry ice exposed to room temperature is a common example. In a Dye-Sublimation printer the water-based printing dye is heated up until it turns into a gas, at which point it diffuses onto the printing media (in our case the Fabric) and solidifies. The result is a far more eco-friendly, vibrant, long life and colour fast image.

dye sublimation process

This is how it works

The Environmental Advantages of Dye Sublimation Printing on to Fabric:

  • Reduced Water Use
  • As the solid turns straight into a gas without going through the liquid phase, Dye-Sublimation is a completely waterless printing process. For this same reason, the whole printing cycle is extremely clean; there are no liquid inks to clean up and no print heads to get clogged. This significantly reduces the amount of waste water going into the environment.
  • Dye sublimation offers other advantages over wide format inkjet printing – which is traditionally used in the Display Industry. As no water is used in the process the prints are dry and ready to handle as soon as they exit the printer. Often ink-jet printers use energy soaking heaters to dry their prints when quick turnarounds are required.
  • Water based inks – No VOC’s! (Volatile Organic Compounds)
  • Volatile organic compounds (VOC’s) are organic chemical compounds that have high enough vapour pressures under normal conditions to significantly vaporise and enter the atmosphere. A wide range of carbon-based molecules, such as aldehydes, ketones, and other light hydrocarbons are VOC’s
  • The inks used in Dye-Sublimation printing are water based therefore they don’t produce the Volatile Organic Compounds associated with Solvent based inks.

Recyclable Aluminium

As well as being lightweight and strong, the Aluminium extrusions and framing used in our display hardware is recyclable.

This might not seem that important, but take a look at the facts. The recycling process involves simply re-melting the metal, which is far less expensive and less energy intensive than creating new aluminium which must first be mined from bauxite ore and then refined using significant amounts of energy. Recycling scrap aluminium requires only 5% of the energy used to make new aluminium.

Unlike many other materials when recycled, Aluminium loses none of its structural integrity and is therefore infinitely recyclable.

Brandstand - aluminium frames

Aluminium Framing is used in our display hardware

Fluted Polypropylene

Fluted polypropylene, or CorFlute as it is sometimes called, is a lightweight, cost effective and environmentally friendly alternative to wooden, cardboard or solid plastic sheets.  It is waterproof, damp proof and scratch resistant while maintaining a flexibility that allows it to be cut, shaped, scored, glued and welded. The fluted polypropylene that we stock is also approved for use in contact with food products. It is an excellent substrate for signage and panelling, both indoors and outdoors, but also makes a great structural solution when configured correctly.

Our fluted polypropylene is produced from 100% co-polymer and is recyclable, making it a more environmentally friendly solution compared to wooden or cardboard packaging.

Managing our waste

We take an active role in managing our waste ensuring that we place as much as we can for recycling. Our pallets are all collected on a weekly basis and either re-used or re-purposed. We re-purpose our polypropylene offcuts where possible to minimise wastage, and ensure that any additional scrap pieces go to commercial recycling.

 

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.

Did You Know Series

Five Simple Facts about Brandstand

Brandstand Logo

Brandstand is more than a company name. Take a quick look behind the name and you’ll discover a few facts that perhaps you didn’t know and few things that differentiate us from many of our competitors.

  1. Brandstand is a New Zealand owned and operated company. We have a full time team of 20, working out of large premises on the North Shore of Auckland.
  1. We’re in the display business, but more specifically we provide customers with a range of portable indoor and outdoor displays which includes materials for exhibitions, conferences, retail spaces, experiential campaigns and product sampling. We’re constantly scouring the world for new and innovative products and materials that we can bring to our shores, including multimedia materials and the latest printable fabrics.

Brandstand NZ - Dulux Stand

  1. Our production team have a combined experience of over 60 years, printing and producing display materials, whether bespoke or customised, which are used by some of New Zealand’s biggest brands. We work with the country’s biggest and best agencies to develop and leverage their campaigns. Check out our Case Studies and Gallery.
  1. Our products tend to come with a range of warranties, many of which are the best you’ll find anywhere. We like to put our money where our mouth is and back ourselves. We don’t ever want to simply sell a product and ‘walk away’ – we build relationships with our customers that stand the test of time and revolve around creativity, service and integrity.
  1. Where possible we source sustainable products and produce all our materials in an eco-friendly way. We strive to be better each and every year. We appreciate living and working in the most beautiful country in the world, and we want to keep it that way for our kids.

Brandstand_Giant Experiential