The rise of social media has changed the landscape of marketing, and event marketing is no different. Facebook’s invitiation facility and the event listing section on Linkedin, along with Twitter’s meatoric rise in popularity in the last few months mean that you would be crazy not to use these varied media to publicise your event to a huge audience, for FREE. What’s more, the instant-ness of applications such as Twitter for i-phone means that attendees are marketing and publicising events for you, in real-time! UK based events website TSNN.co.uk are running a free webinar this month to guide you through the process of harnessing social media to market your event. And InfluentialMarketingBlog have a great post on how you or or your guest can utilise Twitter during an event to connect with those not in attendance or gain instant, online PR for your event. Check out Scott Monty’s blog for an insight into the variety of markets which can be reached through these channels, from Generation Y-ers to ‘Mommy bloggers’!

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I absolutely love this chart of high profile logos through the years (from Brittany Bohnet via Ogilivy’s blog – thanks). Am I the only one who likes many of the oldies best? I much prefer the rainbow Apple logo and the 70s/80s BMW logo. Think IBM could have made more of an effort in the early days though! Love love love the previous two Canon logos also. Would love to know your thoughts…

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Just got some great images through of the Peugeot 4007 in action at Top Gear Live, graphics by Applied Signs & Display! Let me know what you think…

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Last Wednesday Night the Toyota Sponsored DIT Fashion Show took place in Dublin’s Vicar Street. This event has a prestigious history, having won accolades such as Best Event by a college nationwide at the 2005 BICS awards. Our contribution to this event was production of logo graphics which formed a backdrop for the Student Design Awards portion of the evening. For this backdrop, a Nomadic C33 Pop Up Stand was branded with digitally printed graphic panels to form a seamless wall displaying the logos of sponsors Toyota, Spin FM, and Teenline among others. This type of display is becoming increasingly popular for a number of uses: as Hollywood style red carpet signage, and as logo wallpaper graphics for sporting events, interviews and conferences. It is suitable for use on all displays from banner stands right up to wide format stage backdrops. The growing popularity of this graphic style is indicative of the trend towards sponsorship as a form of advertising.

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In our second guest blogger spot, Emma Toner, Publicity Manager with Gowan Distributors, tells us why the Irish Motor Industry in general, and Peugeot in particular, are increasingly favouring online advertising channels over more traditional methods…

During 2007 advertising expenditure amongst the Irish Motor Industry increased by 14.3% to €56million. During the same period, online marketing spends in the industry grew at a huge rate of 144% to €814,000. Whilst the traditional media spends did not suffer a decline during that period, the % growth in press, radio, TV and outdoor media was much smaller in comparison. Forecasts suggest further growth in the online sector is almost certainly guaranteed this year.

The growth in online advertising in Ireland and in the Irish Motor Industry is undoubtedly as a result of many factors and has begun to follow that of the UK, which of course mirrored the growth pattern in the US and the rest of Europe. It is certainly linked to increasing broadband penetration and the subsequent increasing number of users.

With particular relevance today as we enter into economic uncertainty, budgets are being scrutinized the world-over and companies are no longer willing to spend cash on highly costly, mass-media that do not reach targeted audiences or yield measurable results. Most online campaigns are paid for on a click basis, eliminating any wasted media buying, which is good news for the budget-conscious. Where TV has not been an option in the past, due to budget constraints, online offers companies the chance to talk to their target audiences at only a fraction of the cost.

By its very nature, online offers more engagement and interaction on a one-to-one basis, directly with consumers you have identified. The individual choses to click on your advert only because she is interested in your product and as soon as she clicks on your website, you can start to measure the success of the campaign. Indeed, online is the most readily measurable medium available today. Companies can, with very simple software, measure anything from the number of unique users who visit their site, to the duration time per visit, the number of page views and as a result trace their behavior or shopping preferences to build a customer profile. Click through rates and cost of conquest / investment per contact can easily be calculated.

With such measurability, the review process of a given campaign is made so much easier and action taken to rectify slow results can be immediate. Low traffic generation to a website highlights a problem. The solutions are few and may be to change creative, divert media buying or to ensure the loop is being closed when online requests have been made. Online content can be reviewed on a daily, weekly or monthly basis or at any given time.

Whilst the benefits of online advertising are well known and the majority of automotive competitors in Ireland are active online, absolute spend levels remain relatively low at a mere 1.5% of the total spend and the approach has remained traditional with the use of banner advertising. As a result, Irish Motor Distributors who are currently investing in innovative and consistent online display advertising and search engine marketing can achieve maximum cut-through with increased brand awareness with relatively low investment.

Gowan Distributors Limited, Peugeot Importers in Ireland, allocated 3.1% of their annual media budget to online spend in 2007, over twice the average and was the third biggest online spender in the Irish Motor Industry. The company has developed a digital programme since mid-2005, culminating in the appointment of a Digital Agency in 2007, ICAN, to look after all Peugeot online activity in Ireland.

The company’s current strategy is three fold:

1) The company recognises the need for display advertising and sponsorships on high-volume Irish websites to attract those consumers in passive car buying mode. Display advertising is key to generating leads and increasing brand awareness.

2) The company understands the importance of innovative creatives and technology to stay ahead of its competitors and has employed take-overs, duo-formats, geo-targetting and video. Banner adverts are no longer as effective as they once were. Companies need to invest in and try out new formats as they become available.

3) The third and possibly most important element relates to search engine marketing, key to serving those in the active car buying phase. Search engine optimisation is a vital tool in an integrated campaign. Web users may pick up key messages from a press, radio or TV campaign. Key words typed into Google will then bring them straight to a relevant web page where they can learn even more information on a product. Over 49% of Irish web-surfers use Google as their preferred search engine and Gowan Distributors have developed a Google Adwords programme that runs at all times to ensure those interested are directed to the relevant web pages.

With substantial investment and a full online programme, Gowan Distributors now has a growing database of over 7,000 prospects. Online activity has promoted new model launches, special edition models, Peugeot Platinum Used Cars, Aftersales Services and Peugeot’s Sponsorship of the Rugby World Cup 2007 and generated thousands of visits to the Peugeot website. With proven success in online advertising, future spending is estimated to rise to 10% of the total Peugeot media budget by 2010, out-weighing TV and cinema.

Emma Toner is publicity manager with Gowan Distributors, Importers of Peugeot within Ireland. www.Peugeot.ie

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Banners and Banner stands (aka Pull Up Stands) are often mixed up and the terms are sometimes used interchangeably – although these items might seem similar enough to mix up, they are used in very different ways so it is important to know exactly what you want when ordering or pricing these items. In this installment of the Display Product Guide I will concentrate on the features and variations of Banners, (please refer to previous posting for info about banner stands).

Banners – aka Vinyl Banners, Mesh Banners, Building Wraps, Banner Signs

Banners are traditionally made of vinyl or PVC and used outside, for short-term use. Vinyl is a durable material, so its perfect for external use and it can take a battering from wind and rain (once it is tied securely). Vinyl is also a flexible material meaning it can be tied tightly to a fence, frame etc. for a smooth finish, and it can be rolled up for storage and transport – a solid sign of a similar size would be bulky and unwieldy. Banners of this type are also relatively cheap, hence their popularity for short-term use to advertise seasonal promotions, once-off events, temporary sponsorship etc. Vinyl Banners are also easy to erect – unless there is height involved – all that is usually needed is a few cable ties or bungee cords and a sturdy fence or railing. What’s more, digitally printed vinyl banners offer high print quality and sharpness, with no limit on the amount of colours etc. So, no need to compromise on quality or design when commissioning a banner as a short-term or low cost signage option.

Another material which is often used for banners is mesh – this is particularly popular for extra-large banners called ‘Building Wraps’. Building wraps are used to cover part or all of a building or wall – they literally turn the building into a huge billboard, and mesh is used so that light is not obscured from entering the building. I am a huge fan of building wraps as I think their impact is so huge and they are a great value item for the amount of attention they demand – click here to read more…

A 3rd fabric which is sometimes used for banners is Canvas – chosen for aesthetic reasons, it cannot be used outside and the print quality is not as sharp as it would be on a finer material. This is part of the attraction really, and people often want this grainy effect for posters or decoration pieces rather than for imparting information.

Nylon is also sometimes used for Banner Prints, again it is an option for indoor use only and is not as opaque as vinyl so the effect can be washier. Like Canvas, this is popular for indoor decoration such as in Museum and Shopping Centre Displays. Indoor Banners are often used with pockets sewn top and bottom and wooden rods, called ‘Dowels’ slotted into the pockets for hanging. Remember dowels will have a slight effect the cost and portability of the banner. Canvas and Nylon are really the only option suitable if you are thinking of getting a banner printed to use indoor as a stage or event backdrop, as vinyl will bounce light back and look awful in photos.

So, Banners are often tied to a fence or railing, hung from the side of a building, or suspended from a wall or ceiling using dowels, but how else can banners be used? Frameworks, both portable and static, are popular for supporting banners at various locations like sporting events and outside shops and garages. Vinyl banners can also be used to make attractive and striking windbreakers for the exterior of cafes, bars and restaurants. “Curtain Sider” Trucks and Static trailers can also utilise vinyl banners as advertisements, and pitchside advertisements are sometimes created from vinyl banner as an alternative to more costly solid signs.

Things to look out for when buying a Banner:

**Check how the image or text will be applied to the banner Digital print will give a great finish suitable for photographic images. If text only is required, cut vinyl might be sufficient Make sure the method suits your design.

**Check how the banner will be finished – banners should have hems sewn or welded in to protect the edges and should have metal eyelets to enable effective hanging. If dowels are being used a pocket should be sewn or welded top and bottom.

**Make sure you have somewhere suitable to suspend or support your banner – if not consider getting a frame and make sure it is sturdy enough for outdoor use if you will be using it outdoors, and that the frame itself breaks down if you will need to move or store it when not in use.

**Be meticulous about tying your banner – there is nothing worse than a loose banner flapping about in the breeze. Your message will not be easily legible or visible on a crinkled banner, and whats worse – it may come free and you lose the banner all together or cause an injury to a passer by. A taut banner gives a very professional image.

**For a building wrap, make sure you have a professional survey the building as some buildings may become hazardous when a building wrap is applied, especially if there are areas where the wind may catch behind the banner.

Important Terms relating to Banners:

Hems – Sames as on clothes, the edge of the material should be folded and fixed by either heat welding or sewing, to protect the edge and give a smooth finish

Eyelets – Holes are made around the edge of the banner so it can be hung with rope etc. The wholes should be reinforced with metal eyelets, preferably brass

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As widely reported in the press, Eason’s have recently taken over discount book and stationary store, Read’s of Nassau Street. This shop has become an institution for Trinity Students and those looking for a bargain. Following the takeover, the shopfront was given a fresh, eye catching makeover, and we were thrilled to provide the window graphics for the extensive facade of the premises in Dublin’s City Centre.

Window Graphics are often overlooked by many business sectors. Shops with decent footfall and passing traffic can use window graphics to great effect, as the reasonable cost of the graphics allows them to change them seasonally. They can do these with banners or posters, you might say. However these graphics can sometimes have an edge over banners and posters as they can be a bit more striking, with vivid photographic images and shapes a possibility. However its not just retail businesses who should decorate their windows – Hair Dressers, Restaurants, Event Venues, Cultural Centres and Offices should also make use of their windows, which have the potential to become like large billboards for them to advertise and market themselves in a way that will really get noticed. Window graphics can be opaque or can be printed on a mesh-like substance, depending on the needs of the customer. Contact us for more detail on this medium.

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Just a quick note to keep you updated with our latest addition to our product range, available exclusively in Ireland through Applied Signs & Display…

We are thrilled to announce that we are now exclusive Irish distributors for the D3 range of portable Lightbox Displays. These attractive displays feature panels just 6mm thick which are illuminated by unobtrusive, low-comsumption LED lights – the effect is very ‘wow’ and akin to that of an ultra thin plasma or flatscreen TV. These displays are as versatile as they are eyecatching, with the option to include brochure holders, slat signage, product display shelves and poster display components on all models. Header boards or sign panels in lightweight aluminium can be incorporated and can be shaped to order if you require circular graphics for example.

And D3 Displays do all this with the minimum fixtures and fittings to ensure quick and easy set up and a clean, polished look.

Portability is another feature of these stands which travel in nylon carry bags.

Perfect for exhibitions, product launches and conference venues, as well as as a static display in retail
environments, banks, bars and restaurants and reception areas. Change the posters and prints as often as you like to make the most of this ‘focal point’ display. Click here for images.

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Many companies rely on half page and full page print advertising – the business and recruitment pages in the Broadsheets are a favourite for this, usually because of their wide reach and targeted readership. According to medialive.com, a half page colour ad in the Irish Times Business or Recruitment supplement comes in around the €16900 mark (rate card prices), while a half page colour ad in the Irish Independent costs around €17250. On top of this of course are the Design or Ad agency fees associated with creating the print ad. The ad will be targeted well and will have a lot of presence within the page due to its sheer size. However there is a more cost effective, and arguably more eye-catching, alternative – for companies with a large office building in a city centre location or in the financial district of a city, a Digitally Printed Building Wrap may be a cheaper and more effective solution than the traditional print ad. Production of a Mesh Building Wrap (mesh allows light through so windows can be covered without any problem), say 10m wide x 10m long, would cost €6000 (fitting fees are extra). Like the half page newspaper ad, the size of this banner relative its surroundings will draw attention from passers by. The location of the building will mean that professional and business people will be passing by each day to reach their work places and so the ad will have a similar reach to that of a newspaper ad. A major advantage of the building wrap over the half page print ad is that it can stay up as long as needs be. Although a newspaper can obviously be kept and re-read at a later date, the reality is that a newspaper ad has maybe a 2 day window in which to reach readers, while a Building wrap could feasibly be left in place for months if needs be, so is suitable for short and long term advertising campaigns. Just a thought…

Zephyr Sparks Building Wrap - -digitally printed Banner

RCA Building Wrap - digitally printed Banner

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