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

- Charles Eames

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

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

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

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.

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.

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.

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.

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.

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.