Going Green: The importance of sustainability in the events and exhibitions industry

Service Now Greenery Wall By Creative Hire

Sustainability is top of mind for both consumers and business owners when choosing a brand to buy from or work with. 88% of consumers want to work with companies who can help them make a difference*. That’s why now it is more important than ever to implement environmentally-conscious initiatives, operate sustainably and minimise our carbon footprint.

So, what does this mean for us at Creative Hire?

Random Harvest at Sydney Gift Fair 2020
Random Harvest at Naturally Good Expo 2021

If you’re curious as to how to identify if an event is sustainably conscious, look out for these initiatives:

  • Recycled and biodegradable materials.
  • Digital tickets and flyers over paper or plastic.
  • ‘Single-use plastic’ free. 
  • Shuttle services and public transport promoted.
  • Energy efficiency, recycling and environmental policies.

Looking beyond sustainability at exhibitions and shows themselves, we realise the significance of our actions, which is why we conduct our own initiatives and practices internally.

Recycle, reuse, and repurpose

As a hire business, our whole ethos is around reuse and repurposing to suit the requirements of our clients. Without compromising on quality, brand exposure or impact, we create displays for exhibitions, events, conferences and retail environments using hire elements. It provides exactly what our clients are after, with no nasty or unnecessary additions to landfill.

JMDR at AusRAIL 2019
JMDR at AusRAIL 2022

You are who you surround yourself with

It’s not a one-man job, and it takes a village to make a difference. That’s why we choose to work with people and suppliers who align with our sustainability ethos. We request documentation from any suppliers that we engage with, relating to the business’ Environmental Policy or High Conservation Value (HCV) statements before any work is conducted as part of the project scope.

Considered collection

When it comes to production waste, we maintain a very close working relationship with our service provider, Remondis*. Together, we have organised collection services based on type, quality of waste produced, bin storage capacity and site accessibility to assist in minimising environmental impacts. By doing this, we can ensure that all items that can be recycled are done so to minimise the amount of waste that we produce going to landfill.

Clover Pipelines at Ozwater 2021
Clover Pipelines at Ozwater 2022

Tap into local

Our team makes a conscious effort to look for locally-run environmental initiatives we can work alongside. We have been proud members of Freecycle, South Sydney since 2019, a not-for-profit organisation made up of more than 5,000 local areas with over 9 million members globally. As members, we have the ability to post requests for ‘offered’ or ‘wanted’ materials on a public-forum platform for the reuse or donation of materials.

Similar to Freecycle, we’re also proud members of Reverse Garbage, another not-for-profit charity committed to promoting sustainability (there’s that word, again) through the reuse of waste materials.

When it comes to production waste, we maintain a very close working relationship with our service provider, Remondis. Together, we have organised collection services based on type, quality of waste produced, bin storage capacity and site accessibility to assist in minimising environmental impacts. By doing this, we can ensure that all items that can be recycled are done so to minimise the amount of waste that we produce going to landfill.

If our stands cannot be repurposed, they are disposed of responsibly. Utilising the above initiatives or associations greatly contributes to our sustainability and socio-economic projects.

So, there you have it. Like we said, we know it takes a village, but it starts with one idea. We’re doing our bit to ensure a sustainable exhibition industry that doesn’t forfeit the environment to be successful. Creative Hire closely follows up-to-date sustainability initiatives so you can rest assured you’re making the best decision for your business and the environment.

Why you should activate your retail space for Mother’s Day & 5 creative ideas to implement

Why you should activate your retail space for Mother’s Day & 5 creative ideas to implement

Mother’s day is almost upon us once again, and with eased restrictions, shopping in-store is back. This means that all the hustle and bustle of shopping precincts, city centres and public spaces will be the perfect place for your next retail display or brand activation.

 

If you’re feeling a little low on creative juices – don’t panic! We’ve compiled a list of the up and coming experiential marketing trends of 2022, so you know you’re hitting the mark with your display and campaign. So, keep reading for your display and brand activation inspo…

  1. Make it an experience

Invite your customers to enter your world, understand your brand, try your products, and have a truly memorable experience in your retail space. Know who your audience is. As it’s Mother’s Day, your audience might be a little different this time. Perhaps it’s a husband, a child, a sister or a Mum herself.

 

What do these consumers want? How do they think and shop? When planning your Mother’s Day retail display, cover all the bases: Music, product samples, TV screens, posters, offers and visually aesthetic merchandising and branding.

2. Influencers are more than just a number

Consumers look to official and unofficial brand ambassadors called “influencers” when making buying decisions. They differ from celebrity endorsements because consumers see them as more authentic and reachable. Influencers gain followers who “like” their posts or comment, and their influence grows as their number of followers increases.

 

Having an influencer post about your retail or pop up display gives you more exposure. Be sure to allow for photo walls and backgrounds to allow for consumers to share your work. Even better, hold the activation in a well-known, popular space or landmark and watch the people flock in to see what’s happening once it’s posted.

3. They’re into interactive

This one fits hand-in-hand with a hybrid event model, but virtual reality is on the rise (I’m sure you’ve heard of the Metaverse, right?). More than interactive video games, consumers will immerse themselves into a virtual life by donning headsets and possibly other wearable hardware. They’re willing to create personalised avatars and navigate and engage with other avatars in experiences that look, feel and sound authentic. Weaving these technologies into experiential marketing events will help brands engage with consumers and create curated memorable experiences.

 

Think of ways you can incorporate some interactive experiences into your brand activation. If you get stuck, we have a team of project managers who can help you every step of the way, from concept creation to logistics and production.

4. Better safe than sorry

Flexibility, safety and – more specifically, hand sanitiser – will be sticking around for all of 2022. Experiential marketing events and retail displays may take a while to plan, which means a lot can change from conception to implementation. Given that the pandemic is still lingering, brands will need contingency plans such as moving to outdoor or virtual events. Instead of large, complex events that require long lead times, we’re likely to see smaller, more flexible last-minute mobile popups and retail activations. Plus, things like sanitiser stands are imperative at any and all activations, something that we can help with, too.

 

Technology is also lending a hand to making events safer. Contactless pay was already widely used, erupting during the pandemic. Scannable QR codes, wearable contact tracing systems, facial recognition technology, contactless check-ins, virtual queuing systems and electronic vaccination status apps are just a few technologies that marketers are incorporating to reduce long lines and facilitate safer interactions.

5. Sustain-able

Consumers are paying more attention to brands’ stated values. Support is being shifted to companies who have causes they care about, and consumers want to ensure businesses are ‘walking the walk’. This means the story you tell of your brand’s commitment to environmentally-safe measures should align with your exhibition stand and marketing activations. We can help to tell that story in a way that leaves a lasting impact on the consumer.

How we can help you?

A stunning retail display creates buying customers and can make the difference between a successful campaign and a failed one. Partner with us to plan, design, and install your retail display so that it creates the biggest impact possible. We offer both short- and long-term hire of retail display elements and signage, and can custom-design as required for your retail environment.

Micro Events and Macro Experiences – Why your brand will benefit from micro events this year

Micro Events and Macro Experiences – Why your brand will benefit from micro events this year

 

As events and shows begin to fill our calendars again, there is a growing trend towards micro-events in 2022. These smaller, more intimate events allow brands to engage consumers on a more personal level, influence and ultimately shape perceptions of their business and or products.

 

For brands, big and small, there are immense benefits to taking part in or hosting a micro event. Providing a highly personalised experience, consumers can familiarise themselves with a brand and people whilst trialling or learning more about its products and services. So while the size of the event may be smaller, the experience and results can be great.

Here are 5 ways your brand can benefit from micro-events:

1. Show Your Authenticity: Do things differently

Post-pandemic, brands need to be more authentic with their audiences and understand that their business model is no longer B2C or B2B, it’s H2H – human to human. Given the intimate nature of micro-events, businesses can truly bear all and allow their audiences to meet and connect with their people and mission. For some brands, this could be in the form of a morning tea or a Q&A, while for others it could be a series of events each with a targeted message to various audience segments.

2. Macro to Micro: Events within an event

If your brand is participating in a larger exhibition or show this year, take the opportunity to develop a variety of mini activations such as workshops, side games and networking opportunities at your display or brand space. Incorporating this micro format provides a powerful opportunity to directly connect with your niche and specific audience.

 

Bringing interactive activities and entertainment into your micro event is a fantastic way to excite and engage your audience. There are plenty of ways to provide a unique experience that entices an audience to interact with your brand and people, from live entertainment and cocktail hours to augmented reality and gift bags.

3. Best of Both: On and offline

Meeting the needs of your target audience is essential, and in a post-covid world, that means inviting guests to participate in your in-person event or delivering an experience to their home or workplace.

 

Face-to-face events are fantastic for leveraging all 5 senses – ensure your event is thrilling to look at, listen to and entices visitors to touch, feel, smell and trial. In the digital space, it is equally as important to provide high-quality and engaging content for the audience to consume. This may take the form of a workshop, a webinar, creating polls on social media for the audience to interact with during the event, or even a virtual music festival, which is one of the more popular mediums for micro-events.

4. Budget-Friendly: Say yes to smart spending 

The last two years have been challenging for us all. For some, the 2022 events budget may be a little less than we’re used to. Fortunately, one of the advantages of micro-events is that given the reduced size and scope of the production, the costs are considerably less than typical or larger events and activations.

 

As micro events are small-scale and cost-effective, it gives organisers the room to put their money towards other features that could boost the return on investment (ROI). A recent study conducted by Enterprise Event Marketing outlined that implementing technology into your micro-event can increase attendance by 20%, increase productivity by 27%, and reduce related costs by up to 30%.

 

Keep the production expenses to a minimum by partnering with a full-service supplier that handles everything. DisplayWise offers a complete in-house turnkey solution for clients including start to finish project management, industrial design, printing & graphics, production, logistics, warehousing and operations.

Service Now Greenery Wall By Creative Hire

5. Trial Run: Test and learn

With organisers and attendees potentially still hesitant about attending a large-scale event, the micro event model provides the perfect opportunity for both to test the waters and regain their confidence in the industry. For brands, conducting a micro event can act as a trial run whereby they test and learn how the audience responds to and engages with their products or service. If successful at this level, they may decide to grow this event into a larger scale or potentially role out to host more events that span over multiple locations or dates.

 

Micro events will be a popular choice in the years for brands looking to launch a new product or campaign. We foresee there will likely be hundreds, if not thousands, filling our calendars in the year ahead.

 

If you’re looking to excite, engage and WOW your customers at your next event, contact us today.

Expos Are Back! Here’s everything you need to know to plan, prepare and perform

Expos Are Back! Here’s everything you need to know to plan, prepare and perform

After another challenging year for the events industry, we are thrilled to now see the return of exhibitions in 2022. Exhibitions are global events where brands educate, share, promote and connect with customers and other businesses.

There are 3 main benefits that an expo offers a brand:

  1. Promoting brands and products – exhibitions are a great way to get directly in front of your target audience, increase brand awareness and support the launch of new products.
  2. Networking – whether it’s other like-minded business owners, decision-makers or customers, expos are great for meeting people and getting connected.
  3. Learning – from seminars to panels to round tables, expos offer fantastic settings for business owners to understand their competitive landscape, learn from others and better themselves in their industry.

As experts in this field, we want to share with you all the things you need to know about exhibitions – from an industry point of view.

What does the current events and exhibition landscape look like and what do brands need to know?

There has been a shift in the events and exhibitions industry since the rise of the global pandemic. From an industry that was renowned for operating with flexibility, agility and speed whilst also having the manpower and production facilities, many businesses today struggle to be responsive to short project deadlines which seem to be a ‘reactive’ trend we’re seeing, as businesses slowly navigate their way out of the rift of the pandemic. This turn has shown us the importance of timing, staff retention and planning.

 

What COVID has done to the industry has made business less fluid and flexible. Up to half of the contractors from the installation market have left the industry due to the forced closure of the events and exhibitions industry and the uncertainty of the return of business – so staffing is scarce.

What should brands consider when looking to exhibit in 2022?

Meeting face-to-face with customers and suppliers is still imperative for brands to consider as part of their marketing strategies. When businesses invest in an exhibition stand and in-person events, those employees working the stands and involved in the process show passion and pride for the brands they represent.

 

As a business, it is important at all levels of the corporate hierarchy to not only invest in exhibiting at events and tradeshows, but it is also imperative that we excite and reignite employees and start to rebuild relationships through human connections. The return of exhibitions is so important for those brands looking to reconnect with consumers. Exhibitions will give brands the platform and space to implement this.

When should brands start planning for an exhibition?

“Before anything else, preparation is the key to success” – Alexander Graham Bell.

 

Most importantly, secure your stands. Brands should leave themselves at least 6 months to start planning internally, to then start having conversations with us 4 months out, with key considerations being budget, stand size and exhibition type. Being prepared and doing the due diligence to get project briefs in early will help ensure the stand hire provider you work with is the right fit.

 

When should brands start planning for an exhibition?

Have your brief ready. For every business or brand, the definition of success varies. If Creative Hire understands YOUR measurement of ‘success’ and the overall business objective whether this is brand awareness or new product introductions or simply a platform to re-engage suppliers/wholesalers, these details will instantly help our team interpret the brief and propose the best exhibition display solution.

 

There’s a lot to consider when planning for any exposition. As one of Australia’s leading Exhibition Stand companies, we’ve got the experience, knowledge, and insights to turn your great ideas into reality. If you have an expo or two on the calendar and haven’t begun planning yet, talk to our team of industry experts today.