MAA Globes recognise POPAI winners

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Five Aussie winners from the 2017 POPAI Awards have scooped trophies at the 31st annual Marketing Agencies Association Worldwide GLOBES Recognition Programme.

The Idea Shed took out Silver for Best Digital Campaign and Best Small Budget Campaign for its Pernod Ricard Bank of Dad Fathers Day Activation, while Convert also won a Bronze, Globe for its HP Reinvent Retail: Premium PC Relaunch in the Best Business to Business or Trade Marketing Campaign category.

Order of Excellence Certificate Winners included Dashing in the Best Business to Business or Trade Marketing Campaign category for Seafolly Vintage Wildflower; Styleprint, Best Brand Trial or Sales Generation Campaign, Woolworths Spring Fresh Asparagus Display; and The Idea Shed, Bank of Dad, Best Innovative Idea or Concept.

The Awards recognise the Best of the Best in the World in the Marketing Communications Industry over the last 12 months. Overall, 46 Gold, Silver & Bronze Category Globes were Awarded, together with the Red Globe for the Best Marketing Communications Campaign in the world. Thirty Orders of Excellence Certificate recipients were acknowledged.

Russian Agencies dominated this year’s programme with 20 Globes, including six Gold,  with Japan and India sharing second place with six Gold and one Red Globe, between them.

For the second year running, an Asian Agency, The Brand Brewery India, was awarded the Red Globe for the Best Campaign in the World for its Tata Salt, Sehat Ki Chuksi “Energy Popsicles” campaign.

Click here to view a full list of winners.

 

POPAI ANZ is changing

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In July 2018,  POPAI ANZ will undergo a name change, as we continue our mission of guiding, leading, and inspiring the retail marketing industry to current and future success.

As the industry has evolved over the 32 years since our inception, so must we. As a result, from July, POPAI Australia & New Zealand will be known as Shop! Australia & New Zealand.

The change is designed to better encompass the services our members provide and follow the growth and progression of the industry. We've taken this step to ensure the Association's relevance to the industry and continued engagement with the community we represent.

In terms of who and what POPAI/Shop! represents, as well as what we do, nothing will change. We will still continue to service the Australian and New Zealand markets, with our remit broadly inclusive of POP, shopper marketing, category management, experiential, trade marketing, activations, display, manufacturers and producers, creative agencies, logistics, procurement, field marketing, digital retail marketing, and store design, representing retailers, brands, agencies, shopper behaviour,  insights, branding, and suppliers to the industry. We are, and will remain, the only representative body for retail marketing in Australia and New Zealand.

What does this mean for members?

For members, this change has several advantages. Among these are an enhanced set of member benefits under the new name (to be announced soon).

A new website is also currently under construction, which will enable members to administer their own accounts, renew online, book all tickets through a central portal, access resources in a much easier manner,  view industry employment opportunities, and list in a new and improved members directory.

With the launch of the new website, which will be found at www.shopassociation.org.au, members will be able to select topics that interest them and be alerted when an article or resource related to those topics is available.

In terms of our Annual Awards program, Summit, Professional Development Series,  and insights and networking events, nothing will change, and we continue to offer the same, if not higher, quality events as we always have.

From now  until launch, you will see a transitional blue POPAIme logo in use incorporating the Shop! name, as well as the dual use of the Shop! and POPAI logo in some cases in preparation for the complete change to Shop! ANZ when our new website goes live.  Until then, the current POPAI website will continue as per normal.

If you have any questions around this change, please don't hesitate to speak with me or one of POPAI board. Please keep an eye out closer to our July change over for an email with further explanation and instructions on using the new and improved Shop! website and improved membership benefits.

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Carla Bridge
General Manager, POPAI ANZ (soon to be Shop! ANZ)

 

 

April Retail Environments magazine

Topics: Uncategorized

Retail Environments is the official magazine of the Shop!, free to all POPAI members and included in your membership. It focuses on the business of the ever-changing retail landscape. In the April 2018 issue of Retail Environments magazine you'll find:

IN THIS ISSUE:

Aoril retail environs

  • The Art of the Pickup
  • Explore Evolved Experiences at GlobalShop
  • Lighting the Way to Product Sales
  • Portfolio
  • GlobalShop Review
  • Brands are from Mars, Agencies are from Venus

You’ll also find new product information, inspirational photos of windows and store interiors, and news of member design and supply firms.

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New printers expand Active capabilities

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Active_Inca_X3_ABB_inactionActive Display Group (Active) has purchased the region’s first two Fujifilm Graphic Systems Inca Onset X series UV flatbed printers.

The purchase represents Fujifilm’s largest installations of its type in the Asia-Pacific region and features ABB Robotic Systems automation.

These combined systems, installed at Active’s Mulgrave site, can produce in digital wide format in addition to being automated with robotics.

Active’s new Onset X3 is capable of printing commercial-quality up to 900sqm an hour and features printhead technology from Fujifilm Dimatix. Both of Active’s Onset devices use the latest Dimatix R-class printheads which fire a standard 14pl ink droplet at billions of times per second.

They will also be running the new Inca ‘tear-drop’ feature which allows droplet tuning from 11pl - 17pl, giving Active the capacity to further improve image quality and eliminate the need for additional light ink channels, which dramatically reduces the ink usage per square metre.

Active’s second machine is an Onset X1 designed to be future-proof, meaning that an Inca Onset-X can grow with businesses with in-field upgrades such as additional printheads and higher speeds. Both X series devices will be running robotic automation, allowing Active to maximise productivity by stacking higher stacks of printed sheets - something that was not previously possible with scissor-lift systems.

This is of major benefit in terms of machine uptime, as other technologies increase the downtime due to pauses for stack changes.

Active’s General Manager of Operations, Stuart Gittus, said print speed at high quality will ultimately enable the business to be more competitive in a challenging market, while increasing capacity for speed to market.

"With the degree of automation, both machines can be run by a single operator. When the new Incas arrive, they will be printing a wide range of media including synthetic paper, art paper, screen board, fluted plastic and fluted cardboard for both Australian and global leading retailers and brands," Mr Gittus said.

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2018 Awards entry & Judging

Topics: Uncategorized

POP2123_Shop_MarketingatRetailAwards_Logo_V1A (1)Entries to the POPAI ANZ 2018 Marketing at Retail Awards open next month, with categories and criteria all available to access at the POPAI website from May.

2018 will see all entries eligible for consideration in the Megara Environmental Stewardship Awards, rather than this being applied to a single category only, as environmental requirements grow in importance for brands, retailers and producers alike.

Dates to keep in mind include entry closing on July 6 and late entry cut off on July 16. For a full list of dates, visit our 2018 Awards page.

Expressions of interest to join our judging panel are now open. Online judging will take place from July 30 to August 13, and all judges must be available to complete their assigned categories within this time frame. To register your interest as a judge, click here.

Tips to keep in mind when planning to enter the 2018 Awards:

  • All entries must include a high resolution in market photo (no renders)
  • Client sign off is required. In the case of issues or questions of authenticity, the client decision is final
  • The entrant's company name must NOT be included in any responses
  • Your Entry Summary is publicly facing and is what will be used in any PR and in People's Choice Voting

For any inquiries, please contact POPAI GM, Carla Bridge, popai@popai.com.au or 02 9281 2630.

Personalisation vs Customisation

Topics: Featured, Home (News & Articles), Trend Watch

By Kathryn Sloane, director of growth, Asia-Pacific, SGK.

cvp3What is Coca-Cola’s ‘biggest ever’ campaign? Was it when they re-created the image of Santa? Was it the introduction of Diet Coke? Or the infamous polar bears?

Coca-Cola’s Share a Coke campaign is heralded as Coke’s most effective campaign to date, by marketers and financial analysts alike. This campaign experienced an increased share of category by 4 percent, increased consumption by 7 percent, increased Facebook community by 7 percent, and most impressively, was launched in more than 80 countries.

We see many global brands who have jumped on this bandwagon and launched campaigns with mixed results within Asia. Every single day marketers apply personalised messages to shoppers, based on data from digital activity such as smartphones. From brand campaigns to store-specific promotional offers or even app-guided shopping lists, this marks a step-change in the role of point of sale.

With APAC accounting for 70 percent of total growth in global Internet users in 2016, we know that the region houses the world’s biggest eCommerce market and the world’s fastest growing markets. It is fast becoming the center of digital innovation for the world, with Fortune 500 brands such as Unilever and Ferrero setting up innovation hubs in the region.

APAC’s tech-savvy, always-on consumers require marketers to keep up with their soaring expectations. Over 80 percent expect a response within 24 hours, while 1 in 2 expect a response within 3 hours.

In the age of the selfie, when the world is pointed towards us, what drives impact? Messaging must now value add to the everyday consumer, while consumer data is treated as a precious commodity to the retailer.

Let’s begin with the difference between customisation and personalisation.

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Marketers now need to be smarter in inherently anticipating consumers’ needs. Whilst personalisation is still widely perceived as a digital area, it ultimately comes back to the fundamentals of Maslow’s hierarchy of needs where humans need to be recognised and valued. Consider the following examples:

Etude House, a cosmetics powerhouse headquartered in Korea is offering a selection of 20 lipstick colors and 20 different cases, where each shopper can mix and match the two parts of each to create something truly “unique” or personalised.

On the other end of the spectrum, the Heinz ‘Get Well Soup’ campaign allows consumers to customise a can of soup for someone who’s feeling a bit under the weather. Consumers were willing to pay 2-3 pounds for a can that would cost 50p in the store. They were also willing to wait 3-5 days to receive it!

Similarly, with Ferrero’s 1.7 billion Sterling campaign for Nutella, consumers could customise their own hazelnut spread jar using their own self-expression. Nutella’s most recent campaign allows the consumer to make a choice and select a unique design based on their personalised wants and needs.

Interestingly in the Asia context, personalisation is very much rooted in traditional trade. A consumer can wander into their local grocery store and the shopkeeper will instantaneously remember his/her name, family, preferences and favourite brands. While this model still very much exist in developing countries like Indonesia, Cambodia and Thailand, what does the future look like?

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The holy grail is both: “Products customised for me” (the “what”), and “Brands speaking directly to me” (the “how”). Achieving the “how” is much more challenging.

Consumers are multi-faceted in the way they buy and the relationships they want, and brands must recognise how to tackle each individual. In order to do so, we’ve found the biggest challenges facing brand owners today: budget constraints, retailer pressures, organisational alignment, and driving profitability while remaining creative and innovative.

We are competing in the playing field with world-class brands and hungry, agile emerging multinationals. Bridging these tensions present the opportunity for deeper relationships, greater intimacy, and advantage. Moving forward, personalisation and customisation will be the norm.

If we look back to 2010 when the Share a Coke campaign was launched, the Internet of Things didn’t yet exist and brands weren’t yet using augmented or virtual reality or artificial intelligence. Smartphones started outselling personal computers and the launch of the first iPad contributed to the rise of eCommerce. To put things in deeper perspective - $100 of bitcoin in 2010 is worth $75 million today!

Can we really still say someone’s likelihood to buy is based on his or her income anymore?

Marketers cannot continue to deliver campaigns and strategies around cookie-cutter consumer segments. However, change is constant and often confusing. Media owners and ‘above the liners’ are climbing on to it because they might not recognise what to replace it with. Segmentation is now a dated concept because everyone falls into a different category depending on who they choose to be on that day of the week.

Our approach to retail models, logistics, distributions, pricing, promotion and the relationship between people and brands will have to make a quantum leap. The brands that evolve will survive, rise and thrive.

We know that the ability to instantly produce personalised products, to tastes and specifications, instantly at work and on-the-go will revolutionise the way we shop, eat, drink and ultimately live.

Asia is running ahead of the pack. Brand owners are utilising personalisation to better profile consumers, and design experiences accordingly to support marketing efforts. Think different formats, signature tastes, aromas, sounds, visual and tactile experiences.

Personalisation can then represent sustainability – as a brand for life from cradle to grave, when dialogue becomes life-long. Personalisation can also be distinctive as an attitude; so customised it’s bespoke, and such a curated experience it’s our generation’s new media.

About Kathryn Sloane: Kathryn has more than 20 years of experience in brand strategy, design strategy, workflow analysis and change management. For more information, visit sgkinc.com or contact SGK on (02) 9463 6700.

Aussies win at Global Awards

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Five Australian retail marketing campaigns have won top gongs at the annual Shop! Global Awards, announced at GlobalShop in Chicago.

Convert, Ideaworks by Y&R and Active Display Group were recipients of the highly coveted Global Awards which recognise excellence in point of purchase retail displays, activations, visual merchandising and store design.

Wonderland by MYER low resThe Awards included a total of 69 local gold winners from 10 Shop!/POPAI chapters and affiliates around the world. Of the 14 Global Awards given on the night, Australians won five – one more than the previous year, cementing Australia as a top player on the global stage when it comes to POP displays and activations.

IdeaWorks by Y&R and Active Display Group took home three of Australia’s five prizes for Wonderland by Myer, winning the Category Management; Mass Merchants, Non-Food, Permanent; and Department Store Design categories.

HP Printer Brand Blocking high res 2Convert Communications won in two categories -  Consumer Electronics, Temporary for the HP Printer Brand Blocking Unit; and Shopper Marketing Campaign, Temporary for Reinventing Retail InStore - HP Premium Product Launch, both for HP Australia.

Carla Bridge, General Manager of POPAI ANZ, said Australia’s success at the Awards is an indication of the strength of retail marketing locally.

“With increased competition and a breaking down of the walls which once held out global competition, Australian retail marketers have stepped up to the challenge and are well and truly holding their own, proving themselves as among the best and brightest in the world.

“Marketing is an essential ingredient in the retail mix, driving both sales and foot traffic, and Awards such as this are a great reminder of the impact the discipline has on both brands and stores’ overall success,” Ms Bridge said.

Danny Lattouf, Regional Head of Retail at Y&R said IdeaWorks and Active were exceptionally proud of their achievement.

“To build on our Australia and New Zealand success with Myer on a global platform is something truly humbling. We’ve worked so hard to create what we believe to be a world class customer experience,” Mr Lattouf said.

Andrew Turley, Director of Convert Communications, said winning two Global Awards exceeded expectations.

“As the 2018 Shop! Awards are only open to country winners around the world, it’s a great acknowledgement of both Convert and HP Australia as international best in class,” Mr Turley said.

Entries for POPAI ANZ’s 2018 Marketing @ Retail Awards open on May 1.