> THE LATEST NEWS, INSIGHTS AND CAMPAIGNS
Vol 1 Issue 3. September 2014
CANON INNOVATIVE POS DISPLAY
Canon Ireland
Innovative POS Display at Harvey Norman Swords
Brady Family Ham GAA themed on-pack promotion
Hewlett Packard Ireland HP take a stand at the Dublin Horse Show
What we do... Advice & Expertise ➜ Dedicated expert advice on
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trends and innovations ➜ Update on new products
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Extras ➜ Indoor and Outdoor
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& Logistics ➜ Dedicated Promotional
Merchandise Division ➜ Below the Line Marketing
www.tpi.ie
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Amstel Radler
15 Questions for Conor Callinan
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Canon hits Harvey Norman
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The Ham for the True GAA Fan
Pretty in Pink
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What’s New?
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Guest Article - Web2Print Portal Services
TPI at your Desk & Think Green
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Around the Office
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Contents
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So folks...
This is the third instalment of Imagine and we hope you have enjoyed the content so far! Remember that it is designed and printed completely in-house here in Fonthill. If you have a brochure or magazine project that you would like assistance with just give us a ring. We would be delighted to hear from you plus happy to help in any way we can. PS: Just mail us if you would like any of your colleagues added to our Imagine distribution list.
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Amstel Radler Innovative interactive sampling activity in the off-trade ®
Heineken’s objective for the Amstel Radler campaign was to have an interactive piece for shoppers which tied in with the lemon theme and authenticity of the brand. Heineken Ireland Limited came to TPI as they wanted a ‘wow’ sampling piece for the launch of their new product, Amstel Radler®. The objective was to have an interactive piece for shoppers which tied in with the lemon theme and authenticity of the brand. They were inspired by the “Gift Tree” in reception of TPI HQ in Fonthill and asked if it could be replicated as life-size lemon tree for them. They also needed small lemons which could house a 15cl can, a voucher and a prize card. These would be used during in-store samplings in key customers for the June bank holiday by their experiential agency.
And so to work The lemons were the tricky part with sourcing plastic lemons large enough to house all three items and with the ability to be re-used proving near impossible. The TPI structural team set about designing a bespoke box which would give the appearance of a real lemon and would fit the purpose precisely. They were able
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to create an inner box and use die-cut lemon shapes on each side with a velcro open/close tab. The end result was a fantastic, disruptive display for shoppers to interact with the brand in-store and introduce it to the market creatively and innovatively.
What our customer had to say: “For our Amstel Radler® sampling activation in the off trade we wanted to engage our shoppers and bring fun to the off license section in store by placing a lemon tree, adding lemons and then asking our shoppers to pick a lemon from the lemon tree. Each lemon contained a mini sample of Radler® and in random lemons a business card was placed which revealed prizes that the shopper won in store. Once the idea was briefed to TPI the production process was seamless from brief to production. Everything was taken on board i.e. logistics issues in getting the tree and lemons to store, right down to the lemon holding the weight of the sample”
David Farragher Customer Marketing, Assistant Activations Manager Heineken Ireland Limited Check them out on Facebook: www.facebook.com/pages/ Amstel-Radler/326405117491714
Print + Structural
Each Kit Contained: 1 Life-size re-board Lemon tree 10 Lemon boxes 1 Tasting stand – fully branded to compliment the promotion, including grass mat 1 Pull Up Banner
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Get to Know
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Questions Conor Callinan is Sales Director for The Printed Image having joined the company in October 2004. What is the last piece of music you bought? In a perfect world – Kodaline.
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Be nice to people on the way up as you could meet them on the way down
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A film that you would recommend? The Wolf of Wall Street. Favourite TV series? Entourage. Most overused phrase? “Basically”. Your favourite gadget? Beats wireless headphones.
Dream Holiday: 3 weeks in the Maldives. What makes you most happy? When TPI land a new customer and spending time with my family and friends. 3 guests at a dinner party. Who are they? Brian O’Driscoll, Bill Clinton, Mario Rosenstock. Best advice you’ve heard? “Be nice to people on the way up as you could meet them on the way down”. Favourite meal? Steak and a bottle of Marquis de Riscal gran riserva. What’s your favourite car? Porche Cayenne Turbo. Pet Peeves? Drivers doing 60 KPH in the overtaking lane of M50. Favourite time of the week? Anytime the bottle opener is in action. Book you read last: I am Pilgrim by Terry Hayes. Any hidden talents? Black Belt in Karate.
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Display
Canon hits Harvey Norman with a Bang! In the first edition of Imagine back in July, Ruairi Campbell wrote a guest article on the benefits of innovative bespoke acrylic displays that included imagery of best practice from around the country. As a result of that article, Canon Ireland approached TPI and asked to create something special. This piece needed to display a range of cameras and printers and be both engaging and interactive to the consumer. TPI were on it...
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TPI have been very busy creating more outstanding Point of Sale displays that are capturing the imagination
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Ruairi Campbell
With the deadline fast approaching for the launch of Harvey Norman’s new technology superstore in Swords, there was very little time for error. The team at TPI got straight to work on the concept and came up with a simple yet stylish design. An illuminated base that would hold the Canon PIXMA MG5550 Printer, EOS 100D, Powershot SX600 HS Cameras and an interactive iPad was created. A digital screen was added to captivate and engage with potential customers. Canon provided TPI with a striking image of young people capturing a moment through their Canon camera.
This picture provided the perfect backdrop for the display unit. TPI then branded the top and bottom of the unit with the Canon logo cut out of high end acrylic and mounted it securely into position. Job done! Since this project, TPI have been creating and developing more outstanding permanent and bespoke Point of Sale displays. They are capturing the imagination and attention of clients but more importantly their target audience! Lift up the phone to discuss a project that you have in mind.
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Clever Customer Communications
Brady Family Ham THE HAM FOR THE TRUE GAA FAN Runway Marketing worked with Brady Family Ham to develop an engaging on-pack promotion themed around GAA. As official sponsor to Kildare GAA, Brady Family were keen to leverage this association, but also generate wider awareness of their support of gaelic games beyond Kildare.
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Clever Customer Communications
The ‘Ham Sandwich’ has long been considered a GAA icon! As Brady Family already had this box ticked, Runway looked to another covetable GAA hero – the county jersey and so, the idea for an ultimate jersey give-away was born. Brady Family offered consumers the chance to win a GAA county jersey of their choice during the summer months. The promotion was also focused on driving trial and purchase of the Brady Family pre-pack range. To enter the promotion, consumers had to purchase a pack of Brady Family Ham, locate the unique promotional code on the inside of the pack and text the code to be in with a chance to win.
There was a chance to win a jersey every 10 minutes and consumers were notified instantly if they were a winner. Winners were allowed to choose their jersey of choice, which sparked some fun insights into people’s preferences! Runway Marketing witnessed a Cork based winner order a Roscommon jersey, someone ordering a jersey for a six month old (sure you’re never too young) and someone from Meath opting for a Dublin jersey!! The promotion was supported with TPI POS in store as well as an extensive advertising, social media and PR campaign.
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Premiums
Pretty in Pink
HP sponsoring Ladies Day at the Dublin Horse Show Hewlett Packard Ireland recently took a stand at Ladies Day at the Dublin Horse Show. As sponsors of the day for the past 2 years they were responsible for printing the photographs for registration into the Ladies Day Competition. For the day that was in it, HP had a ‘pink theme’ and with the help of TPI Premiums, the promo staff were dressed in very fetching branded pink polo shirts. There were also branded pink umbrellas on standby to cope with the inclement rain showers. HP gave all of the ladies fabulous mirrors and discount cards for elara.ie (printed by TPI of course!) for the goodie bag. TPI Premiums also produced a very stylish engraved mirror in a velvet pouch. The mirror came in very useful as all of the ladies queued to get their photos taken! TPI also designed and printed a large corriboard for the stand whereby the ladies could scan the QR code to discover further details of the promo that HP were running. Corriboard is relatively inexpensive, lightweight and durable, making it an ideal display material for this type of event. Well done to all the ladies for looking fabulous on the day! Also, thanks to Bernadette Gray Marketing Manager for HP PPS.
HP sponsored the most colourful outfit which was won by Aoibheann McMonagle (pictured above right)
Engraved mirror in a velvet pouch sourced by the premiums team
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Print + Premiums
What’s NEW? Totem Displays By using cleverly engineered die cut board and folding devices, an often underused point of purchase display tool called the Totems can be created. Available in all kinds of shapes, sizes and options, they can feature 3D extensions and leaflet or even product holders. They can range from mini counter top size to large scale versions capable of showcasing a motor car. If you’re looking for something portable for your sales team, customers or trade show a Totem might fit the bill. Key selling points: • Fold flat and compact • Lightweight – easy and cheap to transport • 360° branding • Assemble in seconds • Completely adaptable to your requirements
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THEY CAN RANGE FROM MINI COUNTER TOP SIZE TO LARGE SCALE VERSIONS CAPABLE OF SHOWCASING A MOTOR CAR
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Donal Dempsey
Promotional Merchandise
GET PRACTICAL WITH ‘THE SMART WALLET’ This clever holder sticks to the back of your phone, providing a pocket for all sorts of cards. Custom printed with your logo or text, your clients and staff will love this handy little organiser.
TRICK OR TREAT BAGS
MAKE AN IMPRESSION!
Make your customers happy with a spooky give-away for their little ghouls! Custom print your trick or treat bags with images text or logo. They are sure to be a grave delight!
Check out the latest bespoke lanybooks with bottle opener button! Can be fully customised to your requirements and presented in a branded gift box. This premium executive gift will have your staff and customers in awe.
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Guest Article
Pantone Coated
Web2Print Portal Services At The Printed Image we are embracing Web2Print portal services and for good reason The term Web2Print has been around for several years but the concept is only beginning to gain popularity in today’s climate of cutting cost and improving efficiencies from both client and a print provider perspective but most importantly it has made the procurement and distribution of print through The Printed Image easier for our clients. The Printed Image have been deploying Web2Print for our clients before the term became popular so our belief is that we have a better understanding of what to do and what not to do compared to our competitors. Any large organisation with multiple buyers or operating in multiple locations can benefit greatly from our Web2Print service. Each location
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Derek Mo ynihan TPI Digital Solutions M anager
has the ability to order and customise their printed requirements, within the specified design and brand constraints, themselves. Consistency in branding is always a concern within franchise networks and group operations; key to achieving this consistency is often in the marketing literature, from menu cards to business cards, from leaflets and letter heads to newsletters and so on. This is where a Web2Print portal service is invaluable. In fact, it would appear that the larger the organisation the bigger the problem becomes with ordering print like business cards, marketing collateral etc. and therefore the greater the benefits from a Web2Print service.
Guest Article
One of the added benefits of most Web2Print services is that the user interface can be tailored to the clients’ exact requirements. It automatically books a job into the print system, creates print-ready artwork and processes everything up to the print stage. Additional benefits are that client administrators can monitor activity with real-time reports and visibility on work in progress, order history or detailed analytic reporting on account spend in key areas of the business. Even a simple web-to-print example can vary in complexity due to the unique needs of a particular client. In some instances we can have clients up and running with a simple design in a short time while other sites can take months to develop. CLIENT BENEFITS Our Web2Print solution provides clients with unique product ordering capabilities: • Print-on-demand: Reducing obsolence and only ordering what needed. • Stock Management: Stock products can be ordered online. • Customised print: Unique personlisation of products to local needs. Create and approve online. • Non-Print items: Other non print related items can be ordered online such as promotional merchandise to support a campaign.
The advantages of using a Web2Print solution are many and here are just a few of them: • Branded client Web2Print portal • Streamlined admin allowing localised ordering online in minutes. • Brand Management with pre-approved templates allowing brand to control content. • Localised users can customise, approve and place order for products instantly online. • Brand consistency is managed as areas of templates remain consistent throughout but allow for controlled customisation for branch offices or franchisees. • Streamlined transfer of data resulting in shipping, purchasing and personalised billing integration with third party software providers. • Cost savings on admin and obsolesence. • Faster turnaround and automated order processing at The Printed Image.
Call Us! Interested?
At The Printed Image we work closely with our client to analyse their needs, set out an implementation plan for integration of technology within a client’s organisation and support and educate users in the transition from manual ordering processes to automated online ordering. If you’d like a demo of our online marketing portal, please contact Derek Moynihan, Digital Solutions Manager at dmoynihan@tpi.ie or call 086 828 6015.
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Around the Office
TPI at your desk Desk Buddy Each desk in The Printed Image is decked out with practical TPI work tools. Give us a ring, email or even a tweet to avail of any of the items on show. Fancy branding some of the products with your logo? Simply ring Shauna or Adrienne on our TPI Premiums team 01 408 9222.
Think Green! Decorate your office green with our recycling box. To paraphase Henry Ford:
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You can have any colour as long as it’s green
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Around the Office
Winner Alright! Not just one, but two winning ‘Best Dressed Ladies’ at TPI Social Club outing to Bulmers Live at Leopardstown. Special thanks to Bulmers, Palles Millinery & Brown Cow. Pictured is Amanda Longmore, TPI Premiums Director, Sandra Palles, TPI Human Resources and Jane Palles, Palles Millinery. Both Sandra and Jane set up Princess Palles Millinery where they design handmade unique and bespoke head pieces, hats, fascinators and jewellery. All three hats worn by the girls were produced by Princess Palles Millinery.
TPI Fantasy Football League Join the TPI Fantasy Football League and be in with a chance to win an iPad! Regular prizes up for grabs too. It’s not too late to enter! If you have a team set up from previous Gameweeks, your points will carry over. Simply email Cathal@tpi.ie to receive the league entry code. Let the games begin!
Let the Games Begin a Our digital department have put up ory to fact r thei shrine in the Streford End of the all , note Louis Van Gaal. On a different Image ted Prin The Manchester United fans in in t bes the all would like to wish Liverpool … son sea their quest for a trophy this
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Clever Customer Communications / 01 408 9222 / www.tpi.ie