Tag Archives: engagement

Lighting up your world | event lighting tips

 

There are some that say proper lighting can increase awareness of your stand by 30-50%. Remember that  that the shell-scheme lighting that comes with your stand package is usually pretty basic and intended as a starting point; it’s unlikely to differentiate your stand from the others. Many exhibitors overlook the importance of lighting, but imagine going to a theatre only lit by fluorescent lights, or to a rock concert with only a couple of down lights. Lighting makes a huge difference.

Well thought out lighting can be a very effective way to help increase traffic to your stand and ensure your message is clearly expressed. Use it to highlight key messages and displays, but also use it to add atmosphere. In a crowded, competitive exhibition hall you’d be surprised how much impact you can create with good lighting.

Top Tip

Don’t judge your lighting by looking at your stand from 10m away. It’s better to get in there, walk around your stand and actually experience it.

Tricks of the Trade

Using angled light boxes at the entrance to your stand can attract people in to your stand. Using coloured lights can often create a certain aura or tone that separates you from the other exhibitors, whilst also re-enforcing some of your brand messages.  Consider a chilled, ice product that uses lights with a blue hue to convey their story.

Your decisions around lighting should be made with your audience in mind. A young crowd will expect a more daring approach compared to an older, more traditional audience. But beware sensory overload – you don’t want to drive people away after you have worked hard to draw them in!

Types of Lighting

We found some really useful tips from Kaitlin Colston, on her hello endless.com blog,  which we’d like to share with you.

Spotlights

Spotlights are brilliant for providing a focus on key messages and drawing attention to products. Use them to create a ‘hero’ element within your stand whilst also creating light and shadow thereby giving visitors a more

dynamic and dramatic visual experience.

Soft Lamps

Use soft lamps  and more ambient light sources when you want to create a warm inviting atmosphere, that encourages your visitors to relax and talk.

Up-lights

Use up-lights to create atmosphere and provide some perimeter lighting to create depth and interest. If you have a colour theme, then consider using the up-lights to emphasise and compliment your theme. Up-lights are an effective way to create that ‘WOW’ factor.

Gobo’s

A gobo is a beam of light with a metal stencil over it that creates a pattern. They can project any pattern or design or company logo. Project gobo’s onto walls, ceilings and floors to add visual interest and create a dynamic atmosphere.

 

 

Light shows

Grab attention with a light show where a number of lights constantly move or flash in a repeating sequence. This can be a dramatic way to herald an awards ceremony or speeches – a dramatic way to quieten a crowd and build excitement.

 

Electrics and Current Draw

Working out your electrical needs can be really hard. You’re expected to know what you want when you book your stand, but things change and you may need to make changes when you enter the exhibition hall. Suddenly everyone’s talking amps and volts and none of it seems to make any sense! At Brandstand, we understand lighting and we understand electrics. Let us help you define a lighting scheme and then work out how much power you need on your stand. Our service-led approach means we can complete the paperwork for you and work with the exhibition organisers to ensure your stand is perfect.

We have a full range of LED lighting so we can reduce your amps consumption and keep the on-site electricians happy. We also stock a wide range of other lighting options to make sure we create the effect you want.

 

 

Branded Demo/Sampling Tables

Tell me and I forget, teach me and I may remember, involve me and I learn.
Benjamin Franklin

Let’s be honest, this quote is a little over-used but it still rings true when talking about product demonstrations and trials. It’s important to involve your audience not simply talk or teach to them.

As the #1 display company in NZ, we at Brandstand have a few ways to help you achieve this.

First of all, you need a demo table. And have we got a LOT of demo tables!  We’re probably the biggest supplier of demo tables to FMCG brands and supermarket sampling companies in New Zealand.

Neat Demo Table and sampling kits for Symbio!

Neat Demo Table for Symbio!

As well as simple off-the-shelf solutions which include a plastic top and branded wrap, we can create even more impact with poles and an overhead Header Card. It’s a simple solution but it works, because suddenly your sampling station can be seen right across the supermarket. These are easy and quick to set up in-store and they’re built tough for repeated use.

Crunchy Nut gets noticed in the Supermarket

Crunchy Nut gets noticed!

Want to jazz it up a bit? No problem, we’ve got various shapes and sizes to create a bit more interest. We can also put your branding on washable fabric to make the whole package even more lightweight, even simpler to set up, and even easier to keep looking tip-top. (Did I hear Ice Cream? Yep we supplied tables for a Tip Top sampling campaign too!).

various Demo Table options, including product sampling trays

Consider a Sampling Tray when you want to roam around the store.

 

Brandstand iPad/tablet interactive branded display UnitBut a table alone isn’t enough. That’s why we’ve got a range of leaflet holders, product display shelving and iPad/tablet holders to help create greater interaction. Need to cook on the stand? No problem, we’ll keep you safe with heat reflective materials, reinforced shelves, and built in chopping boards where required.

Still not cutting it, then what about a totally bespoke solution?  We love a challenge and have the best “can-do” people in the industry – that’s why Cadbury’s experiential agency approached us first.  We were asked to come up with something magical in-store to support Cadbury’s Joyville ATL campaign. We came up with this incredible sampling machine! It had kids and adults queuing up to get a taste and brought the TVC to life for many. It actually dispenses chocolate down a chute!

Brandstand's magical in-stire sampling machine

Magical!

Brandstand has years of experience, working with many of NZ’s experiential agencies. We understand why solutions must be easy to transport, why the gear needs to be built tough and why it must be simple to assemble. It’s why so many NZ agencies work with us; and because we ALWAYS get the job done on time and on budget!

Take a look at some of the demo tables we’ve created over the years, right here at our online showroom. It’s a great source for ideas, and if you see something you like, give us a call on 0800 10 99 88.

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.

Life’s a Game – Let’s Play!

Game play, often referred to by marketers as gamification,  has become part of our everyday lives. Brands  are embracing the use of online games to drive further brand engagement. Traditional Media spaces like bus stops and billboards are going digital and inviting you to play and interact with them.

Here’s a neat way to turn the mundane into a game!

The more brands can get consumers and shoppers to engage with them, the more likely they are to link that brand with positive memories, talk about the brand to others and finally perhaps purchase that brand.

The same is true in the conference, exhibition and event space. Everyone wants you to engage with them – its not longer enough to simply wander through an exhibition hall and read various static panels. Your stand needs to draw in the passer-by, and we don’t just mean a gentle pull! Once there, that person needs to have something to do.

So what are your options?

Simple yet impactful TV screens

Simple yet impactful TV screens

#1 The simplest solution is probably a large screen playing interesting content – it’s better than nothing but its not exactly unique!

#2 Consider using a iPad or tablet device on your stand so that people have to press the screen and make choices in order to learn about your brand. These apps are now  simple and inexpensive to create.

#3 Social Sharing has become very popular, so perhaps set up a themed photo kiosk and invite people to have a humorous picture taken and then share it.

#4 A competition that relies on skill, perhaps a Playstation game where people compete to win prizes by getting on the leaderboard. This is a great option because those not playing can watch others compete and those competing can really engage. To take it one stage further,  there are various companies that have created games which can simply be re-skinned with your branding making it more unique to you.

Classic Spin&Win, always fun and engaging!

Classic Spin&Win, always fun and engaging!

#5 A competition that relies on chance, like a spin to win board or even a simple business card draw. This normally creates a little fun and engagement and is less threatening for some than a competitive game!

Effective and simple - the business card draw

Effective and simple – the business card draw

The great thing about most of these options is that they also  provide a simple method to MEASURE attendance/engagement at your stand. You want to be able to prove the ROI you gained from attending an event and these methods provide irrefutable numbers.

 

Even if all you end up doing is giving away a free coffee, at least count the cups in the bin, or turn the bin into a game and ask people to vote on something with their cup!