Exhibitor Premier Paper on working with DRPG to produce a stand that pushed the boundaries, not only from a visual point of view but also from a creative point of view, at Sign & Digital UK.
At an event where some exhibitors might settle for bringing in kit for demonstrations, Premier Paper took a different approach, working on a highly themed and thoroughly thought-through exhibition stand. David Jones, group marketing director at Premier Paper Group, talks EN through the company’s vision for the unique build, and its successful partnership with DRPG.
“The stand was the launch vehicle for us moving into this area of the market,” he begins. “We primarily sold flat sheets of paper but are always looking to expand into other areas of the market. This is one of the initiatives that we embarked upon over 12 months ago.
“What we wanted was a platform to launch this product range to the market. The target audience was the printers – our typical customers – but it was also an announcement to the general market, our competitors, and our suppliers.
“I’d been looking for an excuse to work with DRPG. We told them our objectives and they came back with a range of solutions, not just the stand but all the things to back it up in terms of data capture and managing return on investment.
“Having discussed a few ideas backwards and forwards, DRPG came up with this visual brief for the stand, which fit our bill perfectly. We adopted this film theme or ‘Premier’s Premiere’, for launching this product range into the market.”
The stand featured various different film themes matched to different products, including an eye-catching shark installation which could be used for selfies and social media at the show.
“The great thing was that we actually built the stand out of our products,” continues Jones. “Not only could we talk about them, we could demonstrate them as well. It was a great backdrop for our staff to talk with confidence about each of the products that we sold. We were able to demonstrate them, and we were able to capture not only the data and information on everybody who visited the stand, but also their imagination.
“A good measure of these things is that when you have something as successful as this there’s longevity in it. You don’t just pack up the stuff up and go away. People are still talking about it. There are industry-leading suppliers who want to talk to us because of the profile we’ve achieved now. That makes a big difference.
“I thought we’d be doing very well if we got around 200 enquiries, and we ended up with 230 very good enquiries. That was the first tangible way of measuring. The second is really the reception that you get when you make enquiries with people that you didn’t know, or who didn’t attend, or who attended but didn’t leave their details. You get a much bigger reception.
The third is staff motivation. They go about it in their business and they’re much more confident. They know more about the products. They know we’ve got a range that competes with in the market.”
The stand design provided Premier with masses of PR and social media collateral, including a video courtesy of DRPG, and Jones explains that the company didn’t just stick to its stand space at the event either.
“What we did, and which also worked well, was off-stand promotion. We had the opportunity to sponsor the entrances and had all our products at the entrances directing people to our stand. We also had film star lookalikes – Johnny Depp, Storm Troopers, Darth Vader and Marilyn Monroe – who were on the stand but also walked the exhibition floor promoting our stand.”
Emma Ludden, comms key account manager at DRPG, adds: “It was a true collaboration. It helped working with a client who was so receptive and appreciative. It was just a lovely, collaborative way to work from the exhibition point of view, but also through the marketing efforts and support that went along with the entire campaign.”