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In order to help our clients to get the very most out of every trade show or exhibition, we are offering the tracker service on iPad for as little as $1. As part of any exhibition display stand package we will be offering clients the opportunity to take advantage of this great new app and solution. If you provide the iPad we will provide the tracker service through Infosalons for $1. If you simply want us to provide the iPad for the duration of the show and the leads at the end of the show it will cost $250. This offer is limited to 1 service per expo. If you want to find out more, contact us now... firstname.lastname@example.org
If you take part in exhibitions or trade shows then you will understand that keeping track of your show leads is essential. There is nothing worse that returning to the office after a great show, to a bowl of business cards or a pile of hastily written notes. The challenge is getting back to leads in a timely manner. In fact in most cases the single biggest reason people dont win work from trade shows, is that they simply don't follow up. I often hear from exhibitors that trackers are expensive, they don't give the flexibility to customise lead qualifiers on the run and have a limited number of qualifiers. Well all of this has now changed, Infosalons has released their new tracker app, which means you can now track leads on your iPhone or iPad. You can add your own qualifiers, and then you can download everything at the end of the show. Whilst it still costs a few hundred dollars it is a great way to keep track of your trade show leads. Because we want our clients to get the very most out of every trade show or exhibition we have a very special offer where Infosalons Australia are providing the tracker service. Find out more about our limited offer.
UNLEASHING THE POWER OF EXHIBITIONS INTRODUCTION If you’re a business executive and you have an extraordinary opportunity to draw in specially-targeted visitors in a specially controlled venue/environment to present your product, service or brand in a face-to-face and interactive manner, would you do it? More often than not, the answer is a resounding ‘Yes’. The second reasonable question would be: How? Well, the answer is pretty simple: Through ‘Exhibitions’. Exhibition is one of the most if not the most powerful marketing tool for companies available these days--besting out other business media choices including telemarketing, direct mail and advertising among other things. Having said that, organizing and executing a successful exhibition isn’t easy. It requires meticulous planning from experienced individuals/organizations and an unbelievable amount of teamwork to really get off and produce positive/profitable results. ABSOLUTE CREATIVE are a highly accomplished and competent agency that specialize in face to face marketing and brand communication. Our extensive track record speaks for itself. With a diverse list of clientele—helping small and big businesses and corporations alike build their brands from the ground up for more than a decade—we’ve pretty much seen it all. From marketing to research to branding and just about any effective strategy (modern/traditional) to get the word out there; you name it, we’ve done it and with profitable results to boot. ABSOLUTE CREATIVE understand that a brand, no matter how established or small it is, needs an effective advertising campaign to appeal to the modern day consumers. Traditional means of advertising just won’t cut it in this day and age especially now that consumers are always on the go and have short attention spans. What they need is something that excites them in an instant. Something that touches their sensibilities that would persuade them to invest time and money for you in their otherwise busy schedules. That’s where a carefully planned and executed Exhibition comes in. There isn’t a one-size-fits-all formula to a successful Exhibition. There are, however proven principles that can be custom-fitted to every client’s unique needs. As a company that’s been in the game for quite some time, we make sure that our highly competent and experienced personnel would work with you from planning to execution without discounting your input or ideas. We listen to your grievances and opinions and when all is said and done, we see to it that you have a say in every decision that we make along the way. Because putting up a successful Exhibition need not be tedious, the team at ABSOLUTE CREATIVE would do everything we can to make sure that you enjoy the process as much as we do. Next : the steps to success Having A Clear Objective 1. Have a Clear Objective It is essential to have clear objectives and stated outcomes from attendance at any trade shows and public exhibitions. Without an end goal in sight, we are leaving the results from the show up to luck and chance, which is a pretty silly way to spend marketing dollars. At the end of the day, exhibiting at a trade show or public exhibition is an outcome based activity, and if we know the desired outcome, we can build a strategic campaign around this. From here we can test and measure every aspect of the campaign to make sure that it is working positively to achieve the stated outcome. As a guide, possible outcomes could be i) Leads Generated ii) Contracts signed iii) Brand awareness generated iv) Giveaways handed out Our E Book Launches on the 10th July, so well keep you posted ! Table of Contents Foreword.............................................................. 5Introduction.......................................................... 7Benefits of exhibiting........................................... 111. Have a Clear Objective.....................................172. Plan to Succeed – Exhibition Strategy............. 193. USP (Unique Selling Proposition) ...................214. Know your Competition................................. 235. Understand your target demographic............ 256. The buying pyramid...................................... 267. Have a clear message – less is more.............. 278. Taking the cheap option................................ 289. Stand out from the crowd - 3 seconds or bust 2910. Dynamic Vs Conservative Brand Promotion 3011. Impressions count - how many do you have. 3112. The importance of “NEW”............................ 3213. The active display solution ......................... 3414. Synergy across communication mediums.... 3915. Train your staff........................................... 4116. Personalise your exhibition experience....... 4317. Reciprocity and Give-Aways ....................... 4518. Collect leads that count............................... 4619. Measure your success.................................. 4720. Follow up your leads or its all for nothing.. 50Conclusion........................................................ 52
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Dynaudio wins best stand at the 2013 HIA Homeshow. Absolute Creative Designed and Implemented a display solution for the launch of the Xeo HD wireless loudspeaker range to the Australian market. Incorporating a clean on brand design and strategic layout focussed on providing an overview of the product range in both graphical and interactive formats. Engaging the audience is really important in a busy consumer environment, so bringing this high quality audio product to life in the visual form was as important as how great the product sounds. It is easy working with a brand that heralds from high end recording and post production studios, and is the perfect companion for the super car of all super cars the Bugatti Veyron. Compared to many entry level wireless speaker systems, the Dynaudio Xeo stands the test of the most discerning audio file. To find out more visit the Dynaudio site www.dynaudio.com
Bringing you posts from around the globe - the Pop Up Revolution, Check out this post from Douglas Capraro... NYC Repurposes Vacant Spaces and Opens Real Estate Opportunities Friday, June 7th, 2013 thehighline.org Out with the old and in with the new. This often used statement may seem like the motto of 21st century NYC and it has never been more true in terms of New York's recent surge of urban re-purposing. By utilizing vacant and derelict spaces around the city, New York businesses and organizations have utilized and benefited from the large amounts of real estate that these spaces have provided them with. One prime example of this is the emergence of pop-up shops. Pop-up shops are any temporary shops set up in a vacant or unused space. Pop-up shops are mostly used by big name brands to provide consumers with unique and convenient alternatives to larger outlets. This strategy has been particularly successful for a number of companies which include Target and Adidas as well as many luxury brands such as Louis Vuitton. Yet pop-up shops have not been exclusive to big name companies like Adidas nor are they exclusively utilized as consumer retail outlets. In New York and many other cities around the world, the pop-up shop concept has been used to provide people with unique alternatives to bars, art installations, and in the case of SyFy at the SXSW Festival even pop-up hotel rooms. According to renown architect Wink Dubbeldam, re-purposing vacant spaces may also be able to provide cities with the key to the future. On her website My Ideal City, Dubbeldam provides people with a forum to discuss how they would like to re-purpose the city of Bogota, Colombia by asking questions such as, "What empty or isolated areas in your city should become parks?" and "What cultural experience would you like to see temporarily pop-up in your city?" By opening up a forum to discuss what kinds of changes people would like to make in their city, Dubbeldam highlights the benefits of using derelict spaces as realistic and efficient solutions to these problems. One unique example of how New York City has re-purposed its unused spaces was the construction of theHigh Line Park on 20th Street. Built on a portion of the New York Central Railroad Spur, the High Line Park has proven to be a big success for the city and its residents by promoting commerce. This one mile linear park was built on a hazardous expanse of abandoned tracks covered in overgrowth and has since transformed into a neighborhood changing phenomenon. Co-Founder and Executive Director of Friends of the High Line,Robert Hammond considers the High Line not just a park but "an ever changing cultural institution" that he can see expanding in the near future. He, for one, believes that the High Line is an example of just how much re purposing can revolutionize city planning.
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If you want to have a look at what Dallas is planning, take a look at the following link ! http://www.scribd.com/doc/134897307/Ground-Floor-Activation-Program
In the drive to overcome the impact of empty shops and decaying retail precincts Pop Up Retail is appearing more and more. Check out the story below in relation to how Dallas is engaging with Pop Up as a part of its plan. Sneak peek City Hall’s latest plan to “activate” downtown Dallas with pop-up shops, glass-box retail and outdoor dining By Robert Wilonsky email@example.com 12:48 pm on April 9, 2013 Originally featured in the Dallas Main Street District Retail Activation Strategy, the city still hopes to plant a "transparent cafe" in Pegasus Plaza. You’ll be forgiven for having forgotten the so-called Main Street District Retail Activation Strategy, which, according to Downtown Dallas Inc. not so long ago, was intended to serve as a “guidebook and roadmap” intended to return the city center to its rightful place as the “premier destination for shopping, dining, living, working and playing.” City officials admit that not three years after its drafting, the strategy of paying folks to play downtown just didn’t work — in part because it involved bringing some “undercapitalized businesses” to downtown before there was “critical residential mass” and “not enough momentum.” At least, that’s how the head of the city’s Office of Economic Development puts it. Long ago downtown leaders identified glass box retail as a "quick win" for downtown. (Good Fulton & Farrell) So, then, it’s out with the Main Street District Retail Activation Strategy and in with the Ground Floor Activation Program, which officially makes its debut Thursday ata joint meeting of the Downtown Connection and City Center Tax Increment Financing District boards and the Downtown Dallas Development Authority. But you get the sneak preview today. Read the plan below. But long story short, says Karl Zavitkovsky, the head of Economic Development, this new approach involves bringing “all kinds of retail to downtown — some may be pop-up shops, some may be glass-box structures. It’s a broad-based retail activation,” based, he says on recommendations found in the Downtown Dallas 360 plan. Using various types of economic development grants — a “white box grant,” for instance, or an “outdoor dining/patio grant” or a “glass box grant” — the program is intended to fill up downtown’s empty spaces, which are plentiful. As our Steve Brown wrote just last month, “Downtown Dallas has the highest retail vacancy rate of any North Texas business district.” The briefing says there’s $8,825,155 in grant money available, with most of that ($8.3 million) coming from the City Center TIF between now and 2018. The Downtown Connection TIF will kick in the rest. The Dallas City Council does not have to approve the plan, but will have to review each grant on a base-by-case basis. But in order to make it work, says Karl Stundins, area redevelopment manager in Economic Development, building owners and would-be business operators are going to have to give something in order to get something. Owners, for instance, will have to be willing to forgo rent while also providing tenants with spaces that are up to code and ready for move-in. If they meet those criteria, they’ll be eligible for one of the grants. A “white box” grant, for instance, is worth up to $30 per square foot of vacant space total, or no more than 30 percent of the total construction costs, whichever is less. A glass-box grant will reimburse a private developer up to 40 percent of the construction costs over two years, with the cap set at $300,000. Tenants will be subjected to their own set of rules. Businesses that want to take one of the pop-up spots, for instance, will have to “creatively merchandise and ‘light up’ window frontage,” according to the guidelines. And they will have to “activate the space with approved events.” They’ll also have to “vacate the premises within 15 days if a permanent lease is secured,” which would appear to be a roadblock to filling up those spaces. Because, after all, who’d want to move in knowing they could be kicked out at any moment? “You’re getting free rent because we want somebody in the space,” Stundins says. “You never know. I think we had a group that came in at a reduced rent, an art gallery. There may be some places where they don’t have to put in a lot of stuff to operate. It wouldn’t work with a restaurant, which would have a lot of upfront coats.” The guidelines suggest a number of “preferred businesses,” among them bookstores, drug stores, gourmet food and grocery stores, home furnishing shops and sporting good retailers. For starters. And Stundins hopes they will host events, including, say, live music or book readings — anything to bring life back to empty streets. “National retailers, local establishments and independent operators are sought to achieve a well rounded tenant mix that caters to unmet consumer need and/or serve as destination establishments,” says the document prepared for Thursday’s meeting. In the past, Stundins says, the city tried to bring in “unique Dallas retailers, and the problem was they didn’t have sufficient resources to maintain a business. What we found was the places that stayed open were the places that may not have been unique but they were well funded. Like Jos. A Bank benefits from a national marketing program, as do Jason’s Deli and CVS. Those type of places have been successful and filled in some spaces downtown. “With this new program, the thing that’s a little different than the old program is we’re doing this as reimbursement, which is subject to people opening a shop and staying in business for a set period of time,” Stundins says. “With the previous program we were writing down the rent of places just to get people in the space. That didn’t work the way we wanted.” The Ground Floor Activation Program also offers incentives for building owners who expand their outdoor dining options, and for those who restore their storefronts and facades. There’s also a grant being offered to someone willing to “activate” Pegasus Plaza with a cafe. The Magnolia Hotel will be offered the first right of refusal, and if it turns down the potential $150,000 in grant money (good only if the cafe stays in operation for five years), then a request for proposals will be issued. Stundins says downtown isn’t as empty as most folks think it is. And he points to the new stores going in as part of The Joule redevelopment — hip, high-priced offerings — as proof that downtown’s on the verge of a retail renaissance. Maybe. Fingers crossed. Toes too. “If we knew 10 years ago what we know now we would have started with this program,” he says. “Ten years ago it was difficult to get anyone to open a new retail spot, and since then there’s so much construction, so many new tenants, so much investment in The Joule. And now, we’re seeing parking numbers that are as high as they’ve ever been. We’re seeing a lot o more activity, and with the parks and green spaces it seems much more alive downtown. I think we have some cool retail spots, and The Joule will have more. And we have touristy retail spots in the West End. But we’re missing a few things, like: Where do you go to get a pair of jeans?”
This is an interesting article from Rick Harris out of the UK. BLOG, INSIGHT, RETAIL | APRIL 9, 2013 BY RICK HARRIS It’s hardly surprising that so-called ‘pop-up’ stores have grown so much in recent years. With the state of the UK economy in general and the decline of the High Street in particular, landlords have been desperate to fill vacant units, and Local Councils equally keen to avoid the visibility of decline that boarded-up and whitewashed shop windows bring. But is the concept of the pop-up itself a winning proposition? Is it sustainable for a new breed of retailers, and how good is the shopper experience? More importantly, what can we learn from pop-ups, not just as retailers but for anyone manging a brand and its customer experience? Here’s some suggestions…. Pop-Up Stores – The Shopper Experience Pros 1) Some shoppers like the variety and eclectic mix that a pop-up store can bring, especially for goods that are otherwise only available online. This enables them to touch and feel the product. 2) Pop-ups feel new…at least for a while. They have a curiosity factor, which draws people over the threshold. This does not negate the need for high impact window displays, but does encourage a degree of transparency in them, so the inside of the store can be peeked at too. 3) this format carries an expectation of browsability. At their best, they have a kind of market-stall feel, with a sense of discovery that is often sadly lacking in the uniformity of a modern-day mall offer. The challenge of course is to be able to maintain this, and keep it sustainable, with fresh lines and displays These benefits should serve to both remind and challenge us as to whether our customer experience is as fresh and dynamic as our brand promises it will be. If pop-ups champion the experience of discovery, how accessible can your goods and services be? Can they be sampled for free? And even if your proposition is founded on a promise of 24/7 consistency, what is the potential for a nice surprise in your customer experience? Retail Ready People, Enfield – North London Cons 1) Shoppers are aware that the store may not be around for more than a few weeks. What happens if they need to return an item? For established brands using pop-ups for promotional or brand activation, that’s one thing. But boutique niche brands might just disappear completely. For good. 2) With set up being so quick, one of the casualties of the format is often customer service. Staff may not have been trained much, beyond the operational basics of using the till. And aside from lacking product knowledge, they may simply not have an aptitude for service. Even in a pop-up store, this still matters. 3) Pop-up stores (understandably) tend not to commit to stock depths the way that regular stores do. For a customer, that means that not all product combinations of colour and size are available for long. The impact of having only odd sizes left can make a store feel like an outlet. Beware damaging your brand in consumers’ minds. The key learning here is about your brand’s ability to inspire confidence and trust in its customers. Will you be there for them when things go wrong, not just functionally (opening hours, contact centres, email, Twitter) but emotionally? What’s the cost benefit of going beyond the small print for your customers, in order to demonstrate that you truly act in their interests? Like pop-ups, this degree of trust is hard-earned by new entrants to any industry, yet it is something that established brands often take for granted. And if you are a startup brand yourself, how can you mitigate against these pop-up problems, perhaps by partnering with others to provide confidence guarantees to get you started? What about as retailers? On the plus side, pop-ups do still tend to draw (sometimes free) media attention, which can equate to considerable spend in PR if well targeted. In the US, major chains such as ToysRUs and Target have had success in using pop-ups to introduce urban shoppers to their brand in a relatively inexpensive way. Units are smaller and so cheap to fit out, and can be packed with the ‘best-of-the-range’, showcasing what the retailer can offer. In addition, the “when it’s gone, its gone” approach adds a sense of urgency to visit before it disappears. Smaller, independent retailers may see pop-ups as a longer term opportunity. It provides a chance to test a proposition or a geographic location with low commitment, and limited expectation from the public. After all, not all pop-ups are run by career retailers. Many are charity or community developments (see photo above) that have different objectives to those of a chain store, but still require clear and compelling marketing and communication to get these assorted ambitions across to shoppers. Finally – let’s not forget that, at a time of economic hardship, these short term enterprises can provide valuable work experience for young people. This is a benefit of pop-up retailing which should not be overlooked, and one which can be incorporated into both planning consent and corporate social responsibility programmes alike.