Scottish & Newcastle were launching key new drinks manufacturers to the UK market and appointed BEcause to deliver the off trade launch throughout major supermarket chains and off licences across the UK. Consequently displays4media were appointed to design the pop up promotional displays for the instore launches.
Online PR News – 12-March-2013 – London – Promotional materialsThe promotional stand had to be particularly versatile and incredibly strong. It needed to possess a surface area big enough to visually have bottles on show on the top face, space for sampling glasses, stock held internally, room for a fridge and bin, and the manufactured materials would need to be wiped clean as often as required - vital when drink sampling is taking place. The promotion stand would need to be set up in minutes and dismantled even quicker and appropriately packed for the next location. When packed it needed to transported in a small hatch back vehicle. Also it had to be carried by females as well as men, so weight had to be factored in. A number of styles of instore pop up promotion stands were presented and in conjunction with the customer the displays4media portable display counter concept was chosen. Two shapes were required, one for the supermarkets and an alternative one, smaller, portable counter version for the off licence shoppers - space is always at a premium in these smaller stores. The final customised promotional graphics were agreed, designed for both display stand sizes, and the promo counters were now ready.Promotion LaunchRoughly 100 Brand name Ambassadors were employed and trained on the brands, and consumer interaction, and then on the use of the promotion materials. The official launch with the brand ambassadors took place at the Stadium of Light within Sunderland. During the day a higher-ranking client manager requested a alteration in the "shade" of the beer on the main promotional graphics. A major issue with a day or two to the full-size launch. No problem, we overcame the issue and delivered the new graphics on time.The brand name ambassadors promoted the brands in every major supermarket chain in the UK, Tesco Stores, Sainsbury Stores, Asda Stores, Morrisons Stores and others, spending 3 / 4 days in each store. When the supermarkets had been finished the focus was on the off licence market concentraiting on the chains. Promotion OutcomeThe campaign was so successful it was repeated for another two years using the same display stand equipment and just a change of graphics each year. Demonstration, we think, to the quality of our products which had been used literally thousands of times, set up and taken down and transported every few days. It was only in the 3rd year that we replaced around twenty small components that had been lost or damaged. No major part replaced.Because used the same promo counters on promotions for Heineken and Tiger beers. These were smaller promotions but once again testament to the quality and versatility of the displays4media product. All that required to be changed for these other brands were the promotional graphics - and the end product was to completely change how the display looked - unique to these other brands. Displays4media, 81 Tenter Road, Moulton Park Ind. Est., Northampton, NN3 6AX.Tel. +44 (0) 203 174 1523