> THE LATEST NEWS, INSIGHTS AND CAMPAIGNS Vol 1 Issue 4. October 2014

Advance PitstopShop Front Display Makeover

Sol Republic at HMVInnovative POS Takeover at Dundrum Town Centre

Music To Our Ears TPI Clients Add Sound to Their POS Units

THE IMPACT OF TECHNOLOGY ONSHOPPER MARKETING

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www.tpi.ie

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What we do... Advice & Expertise➜ Dedicated expert advice on

design and print to best suit

your needs and budgets

➜ Advice on current market

trends and innovations

➜ Update on new products

Creative➜ Concept Development

➜ Graphic Design

➜ Point-of-Sale Engineering

➜ Branding & Identities

Print Digital, Lithographic & Screen

all under one roof offering you

the most appropriate and cost

effective method for all your

requirements. We can print just

about everything!

Extras➜ Indoor and Outdoor

Installations

➜ Warehousing, Fulfilment

& Logistics

➜ Dedicated Promotional

Merchandise Division

➜ Below the Line Marketing

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The Music Made Us Do It! 4 - 5

15 Questions for Tracy Dodd 6

Advance Pitstop Store Display 7

Point of Sale Enhancements 8 - 9

7 Reasons to Place your Logo on a Calendar 10

What’s New? 11

Guest Article - How Technology 12 - 13 is Affecting the Shopper Marketing

Blog of the Month 14

Around the Office 15

Product eZinesWe regularly showcase new products or special offers by email. We are targeted with these and aim to only send you the ones relevant to you. They provide a great opportunity for our clients to be reminded about deadlines for seasonal products such as diaries, calendars etc, avail of special offers and be ahead of the curve on new products.

TPI - In The Know This is a weekly industry news publication, bringing you relevant updates from Ireland and abroad. The aim is to correlate all of the best and most relevant stories together which in turn minimises the amount of effort on your behalf to keep on top of industry news.

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Thank YouThe Printed Image

Print Print

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Here at The Printed Image

we are very much the

same, we have our role

to play in changing consumer

behaviour, not in the way people

consume music but more in the

way people consume Point of

Sale communications.

When tackling any POS brief, it is

important to remember that the

goal is to gain immediate impact

and assist in the increase of the sale

of products. In the cluttered Point

of Sale marketplace today it can be

difficult to make your brand stand

out from the rest and The Printed

Image recognise this. With HMV

Dundrum being so diverse in the

various ranges of different products,

and it being a prominent store, Sol

Republic approached The Printed

Image with a view to making them

stand out from the crowd.

Both TPI and Sol Republic visited

the site to inspect the possibilities

of what could be achieved. An

initial suggestion of a Lightbox

from the client wasn’t possible

due to dimension constraints

related to the unusual size of the

space. TPI suggested a lightwall.

Immediately TPI got to work on

the custom design and fabrication

of a 5.5m x 3m Lightwall which

includes a smooth curve going

into the return, which sits above

the clients product display.

When supplied with the really eye

catching visual from Sol Republic,

TPI took care of the rest, frames,

lighting, acrylic, graphics and the

full installation which was carefully

managed by our installations team

led by Mark Hatty.

The primary objective of this project

was to create a bold outstanding

piece that showcases the brand

values of Sol Republic, fun, free,

energetic. Not very often is a

display visible from the majority of

a store, the Sol Republic wall most

certainly is, and is sure to attract

attention to the product on display

for the foreseeable future.

Sol Republic, a rapidly

growing American

manufacturer of

audio products, most

notably headphones,

are noted for changing

the way people listen

to music

WHEN SUPPLIED WITH THE REALLY EYE CATCHING VISUAL FROM SOL

REPUBLIC, TPI TOOK CARE OF THE REST, FRAMES, LIGHTING, ACRYLIC,

GRAPHICS AND THE FULL INSTALLATION WHICH WAS CAREFULLY

MANAGED BY OUR INSTALLATIONS TEAM LED BY MARK HATTY“ ”

THE MUSICMADE US DO IT!

Get to Know Display

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Advance Pitstop 15Tracy Dodd is Head of Manufacturing

at The Printed Image

Advance Pitstop approached TPI with the task of rebranding their Finglas branch and bringing some new life into the building

Mark Hatty, TPI’s Installation specialist went and assessed the building, highlighting areas which

could potentially be used to showcase the new look and feel of the premises.

TPI sat down with the Marketing Manager and discussed which items we would produce and then set to work. The brief was to maximise brand exposure by installing a clean and clear display. Dibond material was used to create signage on the existing frames. This sustainable material is perfect for outdoor use. TPI also identified space available to create a new frame to carry more signage.

This was built by our own installation team here in TPI. Using contravision, the large curtain wall windows were branded, maximising visibility to passers-by and passing traffic. Lastly for full effect, the main entrance doors were branded with all the important information such as opening hours and services available.

The end result was a fully rebranded and more aesthetic branch to add to the new look and feel of Advance Pistop’s brand. TPI are available to rebrand all shop fronts, so don’t hesitate to get in touch and discuss a project.

The Printed Image constantly deliver innovative solutions for me in relation to how we can improve the look of a very varied branch network. My view is that they are an extension of my own team and we have a great working

relationship with them - quality work, no suprises and loads of ideas... what more do I need from a supplier.

“

Questions

Never ruin an apology

with an excuse

“”

Eddie Ryan, Marketing Director

What makes you happy? Ruby and Jack spending time with their Grandparents.

What is the last piece of music you bought?Wait for it… Michael Buble’s Christmas hits I know sad but he is my guilty pleasure!

A film that you would recommend?Gone with the Wind… pure classic I love it.

Favourite TV series?Love Hate.

Most overused phrase?I have two, one “we can’t print” the other one “get the boat”.

Your favourite gadget?My wine opener.

Your childhood hero?Ali Campbell.

3 guests at a dinner party. Who are they?Tom Jones, Graham Norton and Imelda May.

Best advice you’ve heard?Never ruin an apology with an excuse.

Favourite meal?Goats cheese, followed by 6 oz fillet steak on the stone with all the trimmings and to finish warm chocolate brownie yummy, oh and to wash it down a nice bottle of cabernet sauvignon.

What’s your favourite car?BMW 640I x Drive Coupe.

Who was your first crush?Stephen White, scruffy rocker who was way too cool to talk to me!

Dream Holiday?Park Hyatt 5 star luxury in the Maldives.

Favourite time of the week?Saturday evening movie time with the brats!

Any hidden talents?Canoeing, and I’m double jointed!

BEFORE AFTER

Point of Sale Enhancements

THE MOTION ACTIVATED SOUND BOX. MUSIC TO OUR EARS!

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Times are changing and more consumer behaviour research has surfaced to highlight the importance of the role of

point of sale visibility in influencing consumer purchases. Therefore the path has been laid for more innovation and creativity, especially in the area of motion and sound.

The availability of motion activated sound boxes has been capitalised upon by both General Mills and Bayer Animal Health, two very forward thinking companies in the area of point of sale.

Both these style of units were installed with bespoke music/sound chosen by the client and then recorded on to the unit. The timings of sound playing was also determined by the clients with a view to securing the most optimal time to grab the attention of the customer.

Then it was up to TPI to incorporate the unit into the appropriate POS medium. In the case of General Mills it was for a Mexican Village display for Old El Paso, installed into several Tesco stores and then for Bayer Animal Health it was a Schnauzer Dog Standee placed in pet stores around the country.

Both sound units are activated by action, the Old El Paso sound units played the Mariachi song when customers walked by (who doesn’t love the Mariachi song) and the Bayer Animal Health Schnauzer barked... loudly. Mark Hatty, TPI’s head of Installations, was apparently spotted both boogieing and barking both during and after installing the units. These are claims he vigorously denies however. This novel way of grabbing people’s attention will no doubt have a suitable impact on awareness of both brands and above all else will add a bit of fun to both your brand and the customer’s shopping experience!

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Clever Customer Communications Clever Customer Communications

Here at TPI we are always keeping an eye on the latest trends and industry updates. For the past few years point of sale enhancements have been kept to a minimum by our clients as retailers tended to restrict their use.

TPI’S HEAD OF INSTALLATIONS, WAS APPARENTLY SPOTTED

BOOGIEING BOTH DURING AND AFTER INSTALLING THE UNIT

“”

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Premiums Print + Premiums

Print

Promotional Merchandise

What’s NEW?

INTRODUCING THE MINI POCKETBOXGet your clients and staff Autumn/Winter ready with your very own branded tissues. The mini pocketbox makes sure your promotional message stays in people’s minds and hands!Practical and environmentally friendly. MOQ from 1500 pieces.AhChooo Atishooo!

BESPOKE POWERBANKS From only 100 pieces you can create your very own shaped power bank. We can create animated people, vehicles, company logos, products... and much more! Includes Micro USB cable!

Time to power up your imagination!

ANTIBACTERIAL GELA handbag must-have, a public transport companion and a desktop saviour in the office.No longer just for hospitals, care homes and doctors surgeries. Branded with your logo keep your staff and clients bacteria free with this must have hygienic accessory!

THE TPI SL GRAPHIC SYSTEM WAS DESIGNED IN HOUSE BY TPI IN 2014 AND MANUFACTURED TO ORDER.

TPI’s Slim Line system is a new innovative multifunction graphic display system which can be manufactured in various dimensions to suit your needs.

This modular system works in-doors, outdoors, single sided or double sided and can be set up in various configurations, ie straight wall, individual sections, L shape, U shaped booths, display walls, or exhibition stands etc. It’s portable, simple to set up and very competitively priced.

reasons to place your logo on a calendar

TPI’s

7 THIS MODULAR SYSTEM WORKS IN-DOORS,

OUTDOORS, SINGLE SIDED OR DOUBLE SIDED

“”

1 THE COST OF CALENDARS ARE AS ECONOMICAL AS YOU LIKE

Calendars are available in different sizes and styles, so you can find a calendar to meet your marketing budget with ease.

2 ANYONE WOULD ENJOY A PRINT CALENDAR AS A PRESENT

Calendars make a unique and thoughtful present. They can be as professional or personal as you like.

3 PROMOTIONAL CALENDARS WILL ADVERTISE YOUR BUSINESS FOR A FULL TWELVE MONTHS

Calendars are used all year long and are often looked at daily. When your calendar is used daily, then your customer is reminded of your company daily for a full year.

4 CALENDARS PUT YOU IN FRONT OF YOUR CUSTOMERS

Use a calendar to showcase your company name and logo. Include your phone number and address along with your web address. This will keep your company front of mind when to comes to the consumer.

5 CALENDARS ARE USED EVERYWHERE

A print calendar is used in nearly every office, shop or home. Wherever people place your promotional calendar, they are advertising your business.

6 YOU CAN INCLUDE A CALL TO ACTION

Take some space on your calendar pages to encourage customers to purchase service or products from you. You can subtly jot down the advantages of your business within the pages of your print calendar. There is loads of room on calendars, so go ahead and use some of the space to sell yourself.

7 CALENDARS ARE NICE TO LOOK AT

You can use great creativity in designing your calendar. Calendar designs are a fantastic way to express your business through art and design.

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Many of these retailers are studying your details to figure out what you like, what you

need, and which offers are most likely to work on you. Lost already? Let’s have a think.

How often do you visit your local supermarket? How often do you pay by credit card? How often do you use the same credit card to pay for these products? I’m guessing at this point each of you are nodding your head in agreement that you regularly visit your local supermarket and regularly use the same credit card.

Target, a US retailer have been effectively using this strategy and scarily sometimes know even more

about their customer than the customers parents. Target assigns every customer a Guest ID number, tied to their credit card, name, or email address that becomes a bucket that stores a history of everything they’ve bought. An analyst for Target noted that women who are pregnant tended to purchase specific products together that they may not have purchased at all in the past. These products allowed him to assign each shopper a “pregnancy prediction” score. Target will send targeted promotional material to their clients based on information they have derived from this data. One disgruntled father wrote to Target. “My daughter got this in the mail!” he said. “She’s still in school, and you’re sending her coupons for baby clothes and cribs? Are you trying

How technology is affectingShopper Marketing

Guest Article Guest Article

Every time you go shopping, you are sharing intimate details about your consumption patterns with retailers Cathal O’ ReillyMarketing Department

What is NFC?

to encourage her to get pregnant?” A Target store manager called to apologise to which her father replied “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.” (Source: Forbes)

People may be put off by the fact that brands have this personal information stored. Some people may not actually believe that this is true but answer this. Do you have a Facebook account? Do you have a smartphone? Do you search for product information on Google? How often do you download an app for your phone without reading your terms of conditions? The amount of personal data that brands have access to is frightening for some but more and more people are becoming open to the idea. Why not make brands aware of my age/gender/shopping habits. Why not get targeted information sent my way? Fundamentally, it can only benefit my experience with a brand?? Over time, expect to see more and more consumes share the latter viewpoint. They may not have a choice…

Imagine a situation whereby you walk into a shop and your smartphone pings with a special offer for a product that you have previously searched for online. Not only that, the information screen directs you to the location of the product within the store. Don’t imagine anymore. That technology is here…

WHAT ARE IBEACONS?Beacons are a low-cost piece of hardware that connect to a wall or counter that transmit messages or prompts directly to a smartphone or tablet. It is a relatively new technology developed by Apple. Joel Blackmore, senior innovation manager at Somo summed up the influence of iBeacons on Shopper Marketing by saying “instead of limiting mobile payments to physically queuing up, tapping your device onto a till-point and then leaving, Apple has introduced a system that allows a user to be greeted on their device as they walk into a store, to be guided through the store’s layout, to be shown product information and promotions and to pay without being in a queue (and without tapping anything).”

In Dublin, iBeacons are beginning to be used in bars and coffee shops, giving the customer a chance to avail of special discounts or to simply browse through magazines while they enjoy a drink. According to Google, 84% of smartphone owners use their smartphone for product research in store. Expect to see some large FMCG’s attempt to enter the market and target consumers with product info as they make their way through the aisle. As you can gather, the last couple of years has seen changes to the Point of Sale space and we are likely to see this progress in 2015.

The rising popularity along with the availability of NFC devices has led to some engaging and interactive outdoor campaigns around the world.

‘Near Field Communication’ is a form of wireless communication. Used at short range (under 10cm), a user taps their NFC-enabled device (typically a smartphone) onto another the NFC device to instigate an action.

NFC ‘tags’ are devices that can be preprogramed with an action that triggers every time it is tapped by another NFC-enabled device. The adoption of NFC by Apple in the new iPhone 6 has now sealed its success as the hot new technology marketers will demand. Previously the technology was only accessible on the Android platform.

The capabilities of Near Field Communication are huge. It is however important to note that an NFC point can be used much more than a glorified QR code which generally takes the user to a website. It can facilitate payment transactions at the wave of a phone or even act as a voting mechanism. NFC tags are quite cheap to produce and once programmed, can be installed into any Point of Sale display. The fact that NFC enables data transfer over a small distance lends itself to some fantastic creative possibilities. As a ‘pull’

technology you need great thinking and creativity to drive consumers to tap. Here are a few scenarios of how this technology can be used:

1) Access additional mobile content: interact to visit a webpage linked to the poster

2) Social media interaction: Tap to ‘Like’ a brand on Facebook. Tap to follow a brand on Twitter. Tap to check-in at a location

3 Contact information: tap to save a brand’s details – email address, phone number and website.

4) Custom coupon/vouchers: tap to download a coupon/voucher

5) Payment: Tap to buy the product featured on the display.

To find out how TPI can help you with any of these technologies, call us on 01 4089222 or email marketing@tpi.ie

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Around the Office Around the Office

Blog of the Month

Win tickets to Ireland vs Georgia To be in with a chance of winning two tickets to Ireland v Georgia, 16th November 2014, 2.30pm, simply answer this question:

Who did Ireland defeat in their last game to win the 2014 Six Nations Championship? Email marketing@tpi.ie to enter the draw.

Looking Good!John Longmore, Tracy Dodd and Stewart Morrell

all looking dapper at the Leopardstown Races

on the 13th of September.

TPI raise €480 for the Irish Motor Neurone Disease AssociationColin Culliton may have destroyed a perfectly good suit but it was all in the name of a terrific cause. Through combined efforts of TPI staff putting their hand in their pocket for the opportunity to view the boss getting soaked, TPI raised €480 for the IMNDA. Conor Callinan also had to suffer the following day but overall both men took it with perfect grace!

Well done lads!Scan to view the video

These products have been well received with any of our

clients that have taken the plunge and used them to promote their products & services and feedback has been hugely positive.

Working with these new materials has been a huge learning curve for all departments who are directly involved in the process, all the way from sales, to our structural department, estimating & production. With the vast array of different plastic raw materials available, there has been a huge learning curve for everyone involved. Simply selecting the correct type of material to suit the item seemed to be a huge undertaking at the time given the wide range of plastics available and the various ways they behave under a given set of conditions.

Throughout the organisation anyone involved in this new product line had to view plastics as a whole new entity. There are so many different types of product and finishes available that you have to be pretty accurate about what you can achieve with the material you have chosen for a specific project. When using plastics in POS displays the production techniques can be varied & complex.

Vacuum FormingVacuum forming is when a sheet of plastic is heated & drawn over a shaped tool using a vacuum and when the plastic then cools a shape is formed.

Heat Bending and Fabrication of PlasticsPlastic sheets can also be bent or fabricated into various guises by using heat & different cutting process, such as computer controlled laser cutting machines & guillotines. As with all plastics care is needed when selecting the plastic sheets you are working with as each type can behave differently depending on what process it is put

through. The application of heat can cause discolouration of some plastics and others can become brittle, others can emit noxious fumes when heated or burned. As plastics are quite a bit more expensive than paper and board, there is less room for error cost wise when in production.

AcrylicCommonly referred to as Perspex which is a popular brand name of this type of plastic Acrylic is a very popular and versatile plastic. It is normally produced in large format sheets – which are approx 2 x 3m in size & there are 2 ways of producing the sheets – it can be extruded or cast in a vacuum mould.

It can be laser cut & heat bent and is very versatile. It has high impact resistance and weighs approximately half the weight of its equivalent size in glass and this is why it is more widely used as a glass substitute. It is also available in many different colours which can tie in with branding particular products.

Another version of acrylic which is widely used & popular in POS is edge lit which is infused with light diffusing particles that give the sheet a glow when light passes through it giving the impression that the piece is being illuminated by a light source. Clients who have used edge lit have been hugely impressed with it’s performance in the trade.

The FutureWith the strides being made in production of more eco friendly & biodegradable plastics such as PLA (polylactic acid) & the advent of 3D printing involving plastics they look to have a huge role in helping organisations market their brands & products for years to come.

Rodney CarrSales/Estimator

A fairly recent addition to The

Printed Images’ ever growing

arsenal of products is

our work with plastics

Clever Customer Communications / 01 408 9222 / www.tpi.ie