Breaking into a new market is challenging.
Alma Lasers used the Beauty Expo to enter into the Australian Market, and it worked.
The beauty industry in Australia is booming.
The $6.5 billion industry is quickly becoming one of the countries fastest growing industries, with laser hair removal critical components in the diverse Australian consumer marketplace.
Australia’s growing interest in cosmetic procedures is at an all-time high, with spending on minimal or non-invasive procedures estimated to have reached the $1 billion mark in 2019.
When introducing a new brand or productto a country for the first time, all businesses have one thing in common – you have only one chance to get it right. Standing out at any expo can be a challenge, especially a large expo like the Beauty Expo Australia.
Alma Lasers used Beauty Expo Australia to break into the Australian beauty industry.
How Alma Lasers and Expo Centric worked together to ensure the successful launch in Australia is outlined in detail in this case study.
Positioning
Exhibitions are like real estate: it’s all about location, location, location! The location of your exhibition stand at a show is an important element in your show success.
Being the launch event for Alma Lasers in Australia, the first impression they created could make or break their brand entry into the market. Alma Lasers required space on the floor plan that would attract attention and have constant flow of traffic in order to showcase their brand to the largest number of attendees as possible.
The Alma Laser stand was positioned directly at the entry of the Beauty Expo Australia. This dominating entry position meant that they would be seen as a premium player in the laser market and make a strong first impression.The stand could be seen even before attendees entered in the exhibition hall, ensuring the brand was the first thing on their mind. This location was selected to make sure Alma Lasers was portrayed as a dominate brand and create an instant strong presence at the exhibition.
Bulk Head
Think tall and look up! No matter the size of your exhibition floor plan, using the available space efficiently is crucial to achieving a dominating presence, the available space also includes the space above your stand. Having strategically placed rigged banners and / or bulk heads, helps to draw the attention of customers from across the hall, not just those standing in front of you.
In order to attract attendees and have the Alma Laser brand displayed throughout the expo, the design of the stand included a rigged perimeter bulk head. The bulk head was advantageously placed 3 meters above floor level. This allowed for the illuminated logo to take center stage and break through the clutter of other brands messaging.
The bulk head also gave Alma Lasers a place to showcase their brand messaging and imagery without taking up valuable floor space and keeping their floor plan open and welcoming.
Branding
Brand consistency is imperative to help a brand develop brand recognition. You want your brand to be instantly recognizable when someone comes across it. Branding on an exhibition stand is no different. The design of an exhibition stand should clearly reflect your corporate brand image. A consistent brand identity gives people confidence and helps form stronger relationships.
Imagery
Imagery in marketing is a powerful tool. Using images can help show prospective customers what your brand is all about without talking to sales teams or reading any documentation. Imagery can also help evoke emotionsand instil confidence in a brand.
Imagery was used in the Alma Laser stand design to help the brand showcase their offering. A large scale graphic print was incorporated onto the backwall of the stand, and the content shown on the LED video wall contained multiple images.
Logo
A logo is imperative for brand recognition, however this does not mean the logo has to be flat and one dimensional. Exhibition stands give brands a chance to showcase their logo from a different perspective. There are multiple design options to effectively display a brand logo including 3D signs, lighting effects, hanging signs or even creating a unique branded pattern.
The Alma Laser logo was displayed front and centre of the stand. A 3D back lit illuminated logo was attached the dominating rigged perimeter bulk head. This ensured that the Alma Laser Logo was seen by all attendees and cemented the brand into their minds.
Colour
Alma Lasers brand colours are a unique purple and a dark grey. The colourpurple isassociated withroyalty, power and wealth. These colours distinguish them from their main competitors as these colours are rarely used in the Beauty industry. Their competitors mainly use blues and greens in their branding, so the use of a fresh colour in the industry made a statement and helped Alma Lasers achieve brand break through and recognition.
The Alma Lasers purple was used repeatedly in the stand design including a purple illuminated logo on the rigged perimeter bulk head, purple LED lighting below each of their product displays and content on their LED video wall contained purple imagery. The Alma Lasers dark grey was used extensively with the internal walls, floors and stage built in this colour.
Product Display
Good exhibition stand design is all about making a brands product shine.In order to showcase the machines being introduced to the Australian market by Alma Lasers, clever design was incorporated to ensure the products were highlighted.Custom made plinths were built of each of the Alma Lasers products. These plinths were installed with undermounted purple LED strip lighting to enhance and draw attendee’s attention to these products.This clever use of lighting and plinths, created contrast and spotlighting on the stand, showing the eyes of the attendees where to focus.
LED Video Wall
Video content can be a game changer for exhibition stand success. Video is a great way of catching people’s attention, attracting them to your stand and keeping them at your stand for longer. It can also be great at explaining or demonstrating a product or service that may not be possible face to face, showing products in a real world environment. Moving images enable two-way communication between your brand and your potential customer.
Alma Lasers had great video content that they wanted to use on their stand. Their content was inspiring and also matched in with their stand branding. The design team created a stand that incorporated a giant 3.5m x 2mLED screen to showcase this content. The stand design also included speakers to allow the video to use sound.
Show
Beauty Expo Australia | Sydney | 24-55 August 2019
Beauty Expo Australia draws together the beauty community in the industry’s largest celebration of all things beauty. It aims to inspire attendees by offering unparalleled opportunity to connect and network with likeminded professionals.
It showcases the largest display of brands and products, world class education, international talent and live performances and competitions all over one weekend. Beauty Expo Australia is the platform to connect, share and celebrate all that this amazing industry has to offer.
Company
ALMA LASERS | https://alma-lasers.com.au/
Alma Lasers is a global innovator of laser, light-based, radio-frequency and ultrasound solutions for the aesthetic and surgical markets. are a world-leading provider of energy-based solutions for the surgical, medical aesthetics and beauty markets, delivering cutting-edge technologies to their partners and customers.
They are firm believers in the power of science, redefining the industry through an endless desire to innovate and drive the global industry forwardta is a world-leading supplier of power solutions to marine and industrial applications. Driven by innovation, their close cooperation with customers and their century-long experience, they supply comprehensive solutions that are made to move emotions, people, businesses and societies.