When a company has established its place as a market leader it is more important than ever to deliver a consistent message at every opportunity.
Gardman is one of the UK's top garden product companies in terms of sales and profitability. It also has a thriving export division and successful operations in the USA and Australia.
Effective point-of-sale displays ensure its range of gardening and wild bird care products maintain high visibility in retail outlets. To build on this success, Marketing Director Jane Lawler identified a need for a suite of lightweight marketing materials to reinforce the brand at meetings and events.
“We wanted to create something light, bright, contemporary and flexible to promote our wild bird care product range,” she explained. “This will help us deliver a friendly, consistent message when presenting to large groups at exhibitions, in-store consumer events and product training sessions."
A pop-up display stand and a set of three smaller roller banners provided the ideal solution. Quiet Storm developed a design for the panels and worked closely with the Gardman marketing team to source high resolution images of wild birds that were the correct species to identify with the products.
Light, compact and taking just a few minutes to assemble the stands have already been put to work at key events.
Jane Lawler added: “The first outing for the stands was a trade event where we were the main sponsor and had space to exhibit and to meet and greet visitors. Following that we used the pop-up stand at a trade and consumer press event.
“The roller banners are really light and easy to use anywhere. We have placed them at garden centres when we give staff training and at our consumer advice sessions. We are also planning to use them at our own sales meetings. There is no doubt we will make good use of them at every available opportunity. We are very pleased at the impact the stands are making - they magnify our presence at events. They are also cost-effective. We have freshened our current brand for the short term and if we want to change anything at a later date we can simply replace the skins with a new design.”