The "Got Milk?" campaigns have
always been noteworthy for their originality, and their new online venues
are definitely worthy of attention and investigation. The latest site,
planetinneed.com, provides the back-story for the occurrences on the
partner site cowabduction.com,
and tells the story of a planet called Brittelactica where everyone is
in dire need of a super-sized glass of milk (and all its touted benefits).
“The initial brief for planetinneed.com was to re-introduce milk
to consumers. With sales of milk declining, we needed to remind
people of all the benefits of nature's wonder drink. We wanted
them to literally see milk through new eyes, to rediscover this
familiar beverage as the Miracle Elixir it really is.”, commented
Mike Geiger, department head, interactive production, Goodby, Silverstein & Partners.
The website launched simultaneously with five 30 second TV spots.
The idea concerns a race of calcium deficient aliens, the Brittlelacticans,
who come to earth in search of DA IRY-- the Supreme One (an unsuspecting
dairy cow) in hopes of obtaining the White Wonder Tonic.
The first world is
a site by the farmers, whose cows have gone missing. Viewers can see photographic
evidence of the abductions, read the latest news and advice from farmers,
and post their own evidence as well.
The second world is
a deep, interactive dive into the world of Brittlelactica, showcasing DA
IRY, the aliens and their many health ailments. Viewers can visit regions
of the planet (such as Cavitopia and PMStonia), speak directly to DA IRY,
as well as watch the TV spots. Interestingly, the site doesn't use the
word milk and doesn't show any milk, yet the online experience leaves no
doubt as to the health benefits of the product.
The planetinneed site is chock full of video vignettes, interactive experiences
and goodies to download for milk lovers everywhere. The site is a bit heavy,
especially on a shared T1, and one has to exhibit a lot of patience waiting
for each segment to load. In most cases however, it's worth it, as the
production value and storytelling is exceptional. The overall tone and
characterization of the videos has a Galaxy Quest-type feel to it, and
all of the vignettes are humorous and surprisingly entertaining. (My favorite
line occurs during the pre-abduction scene in a barn when the advance party
approaches their cow of choice with some dry straw in hand and declares "please
accept this offering of dead vegetation in return for your wonder tonic.").
According to Mr. Geiger, “There have been over one million visits
to the two websites since they launched in March, as well as countless
references in blogs and trade publications. Ultimately, the interactive
has achieved its goal; to generate buzz around the campaign, and to provide
a detailed look into the many benefits of the most miraculous drink in
the universe: milk.”
Plasma screens have become as common as carpet on
the trade show floor. But not all plasma’s are created equal.
Here are a few tips when renting a plasma:
Audio – Do you need audio? If so, you’ll need
speakers. Not all plasma’s have built-in amplifiers,
which means you’ll need self-powered speakers. Be sure
to request audio…don’t assume you are getting it.
Resolution – There are 5 basic options for plasma
screen resolution, from lowest to highest: VGA (600x800), SVGA
(800x600), XGA (1024x768), SXGA (1280x1024), and UXGA (1600x1200).
For basic graphics, charts and PowerPoint presentations, SVGA
resolution will work. For spreadsheets with lots of small numbers
and columns, XGA resolution will display a clearer image. Highly
detailed presentations, such as architectural or engineering
renderings, typically require SXGA.
Information – Make sure the company you are renting
from is providing all the required cabling to run the plasma
and Laptop/DVD player. Give your plasma provider detailed information:
Are you using a Laptop or DVD player
to run your presentation?
Do you need to rent a DVD player or
are you bringing it?
Tell your provider exactly where you
want your plasma so they bring cables
the correct length.
And lastly set up a specific time to
meet your provider in your booth space
to test the plasma with your presentation….you
don’t want to stress the morning
of the show with a dud for a plasma.
8 Exhibit
Killers
The best way to come up with a killer exhibit is to avoid exhibit killers
- practices that keep your exhibit from ever succeeding. Following are
eight problems to avoid with your next exhibit:
Lacking lead-time - Designing an exhibit is a
complex process. Do not leave it until the last minute. Coordinating
booth construction under time constraints can increase costs 50 to
75 percent.
Fixed design - Don't make a design decision until
you know your options. Keep your objectives tight but your options
loose until you see what is out there. An exhibit you hadn't thought
of may do the job better than what you are considering.
Inflexible budget - Don't determine the budget
until after you've shopped around. Get an idea of what an exhibit
that will meet your needs will cost.
Flat thinking - Remember, an exhibit is going
to be a three-dimensional representation of your company. When outsourcing
design responsibilities, make sure your supplier understands 3-D
design.
Convoluted graphics - The considerations for
graphics are numerous. A rule of thumb: Less is more. Remember that
the booth is just bait - it only exists to get attendees to step
on your carpet.
Overload - You're designing an exhibit, not a
catalog. All you want to do is open a dialogue with attendees about
your company's product or service. You don't have to exhibit your
company's entire product line.
Scrimping - Remember that an exhibit is an investment.
Cutting elements out of an exhibit design proposal so that it will
fit into your budget may cost you money in the long run.
Gimmicks - At the same time, don't spend money
unnecessarily. Don't blow the budget on bells and whistles that won't
contribute to your bottom line - the show.
Fabric displays or fabric wall displays are a perfect
way to create a beautiful backdrop for your stage or trade
show booth.
These eye-popping pop-up displays go from folded to maximum
impact in less than a minute. The printed fabric is already attached
to the structure so all you have to do is pull it up, and lock
a few hooks into place. The high-quality fabric stretches smooth
as it unfolds. This super-portable, light weight tradeshow booth
knocks down into a nylon duffel for easy transport. And the best
part, the graphic is quick and easy to change out, so you could
have multiple graphics for different product lines. Perfect for
new product intros, event marketing, lobby signs, virtually anywhere
you need to make a big statement.
Sunterra Corporation is one of the world's largest vacation ownership
companies, growing from 9 resorts and 25,000 owner families at their
June 1996 IPO (when the Company was known as Signature Resorts, Inc.)
to nearly 100 resorts in 13 countries and more than 300,000 owner families
today.
Victoria George, the Creative Services Manager/Editor Sunterra Magazine
has been with Sunterra for four years. She is moving Sunterra toward
their goal of becoming the global currency of relaxation assisting Company-wide
and local, regional and national sales and marketing efforts with branding
options. Recently, Exhibit Options has been able to become a part of
bringing that goal to fruition.
Cliff Abney, one of Exhibit Options' Account Executives, has had a strong
working relationship with Victoria for two years. Exhibit Options started
handling all of Sunterra’s trade show needs in 2004. In speaking
with Victoria, Cliff was able to learn that there were other areas in
which Exhibit Options could aid Sunterra.
Sunterra has sales offices across North America as well as Hawaii, Mexico
and St. Maarten in the Caribbean, which are slated for redesign and refurbishment.
Cliff and Victoria collaborated on several ideas and then reached a unanimous
decision to go with Plex Graphic Wall Stand-offs providing a fresh and
bold identity to the sales sites. Exhibit Options face mounted a graphic
to 1/4” thick plex with polished edges and then mounted them to the
wall with brushed aluminum stand-offs. The look is strikingly elegant and
clean, and provided Sunterra an innovative and novel approach to advertising.
“It was like walking into a whole new building. The sales
site was transformed from a dated working environment into a
picturesque paradise. I couldn’t be more elated. And the
professionalism and integrity of those associated with Exhibit
Options is a valuable asset,” commented Victoria upon inspection
of the Cypress Pointe location in Orlando, FL.
Cliff remarked, “Exhibit Options can’t take all
the credit for the awe-inspiring transformation. The art work
provided by Sunterra was vivid and story-telling. The change
in the sales office was astounding.” Exhibit Options is
currently working on the third sales location for Sunterra.
Client satisfaction is imperative to Exhibit Options. Sunterra
provided Exhibit Options the opportunity to think outside the
box. We were able to take some of our tradeshow savvy and translate
that into an office situation. To see more of the Sunterra sales
office and examples of our other projects please check out our
website www.exoptions.com.
We'd love to help you create a fresh and exciting look for your
company too.
What Do
You Do With Show Directories After The Show? Well you could sell them to Exhibit Options. If you have any 2005 or newer show directories that
you would
like to get rid of please contact Rena at (562) 949-1555. We will pay you $50.00 for each new book you send
us!! Don't wait.
