inner space concession management

The Ultimate Guide To Booking Promotional Space

Want to promote at venues and not sure how to get started?

Want to promote at venues and not sure how to get started?

A physical promotion in a town centre or shopping centre can be a perfect avenue for lead generation for new and established businesses. However, it can be difficult to know where to start and to know what’s needed to get the ball rolling.

This guide is derived from Innerspace’s many years’ experience in helping businesses set up promotional space in town centres, shopping centres and venues across the country.

Decide on the type of stand and then design your graphics for your promotional display.

It all starts here, it’s deceptively difficult to get the balance right with promotional graphics, you have to get something eye-catching, clearly laid out, but also relevant and succinct. Many companies, especially smaller businesses, don’t have a designer or any in-house design team that can whip something up easily. We’d recommend you get familiar with tools like paint.net or GIMP which are both free and easy image editors that you can use to create some basic graphics for your stand. Or if you’d prefer you can pay a freelancer to draft you something up using a website like freelancer or peopleperhour.

The most common type of designs are:
Pop up banners: Pop up banners are thin and tall banners which are pulled up from a stand and then held up by a pole at the rear. They are tall rectangular designs comprised of vinyl print. They are quick and easy to set up and are small and easy to carry to and fro.

Popup banner stands: Popup stands are pull-ups bigger brother, they’re wrap around stands that are usually about 3m wide and 2m tall. They’re an extendable scaffolding type build which usually comes packaged with a podium that you can place things on.

Some tips for creating some good graphics

– Keep it simple, simplicity sells, service, message & brand are key.
– Keep it relevant
– Use colour to your advantage, bold colours catch the eye
– Quality reflects. Poor quality designs undermine your quality service
– 3 colour combination is a good starting point-this is usually enough to create variation and visual interest.

You’ll be competing with people who will have good designs that grab the attention, make sure you’re one of the leaders of the pack.

Print your graphics.

You’ll need to find a company that prints graphics onto banner stands and pop up stands, 90% of the time you’ll send your design across when purchasing the stands, as opposed to buying blank stands and then sending them somewhere to have a design applied.

There are lots of websites out there to buy from, the main websites are:
Vistaprint
HelloPrint
BannerBuzz
Creative Solutions

You can also buy the printed designs from shops like Staples, however, you will have to supply the measurements for the pop-up stand and also buy the frame, this can work out at a cheaper solution.

Banner stands and pop up stands costs can vary, however, average price online is:

£400 for a display stand with a podium.
£ 80 for a pop-up stand.

Get some promotional merchandise

Remember the design point about grabbing people’s attention? Nothing does that better than free stuff, because everyone loves free stuff.

This is one of those areas where you can almost afford to save a bit of money – you don’t have to have it but it helps if you do. The point of having branded merch is to attract and then gently remind people later on when they’re using your pen of the service you provide.

Branded merchandise can literally be anything you can think to put your name on, you can get creative, but try to relate it back to what you do. For example, if you’re a company that provides personal training then you could have branded water bottles and shakers that people will use while at the gym. You can spend some money getting some quality items such as portable phone power packs and hoodies.

A few ideas for you to consider:

Sweets and chocolate
Everyone loves sweets, a good bowl of them on your concession will never fail to draw people in, and while they’ve got their hand in the bowl you can tell them about what you do.

Apparel
This can tie in really well with your brand, especially if you are outdoors-based or fitness-based, you can have anything from wrist bands to leisurewear.

Pens and stationary
The classic pen, there’s not much to say here besides make sure the quality is good. And by that we don’t mean the build of the pen is solid, we mean it’s writing ability, nobody likes a scratchy biro. Make sure it’s a pen that someone will want to write with.

Phone Accessories
As above you can go premium with a portable battery pack, or you could create some cool and jazzy phone case with your logo on. One company we saw had a USB stick with a phone port in one end and a USB in the other, for a cool portable way to give people phone connectivity. These will be a big hit if you get them right and ideal for everyday use and practicality.

Arrange Public Liability Insurance cover

Before you set up your stand or even book a venue, you will need PLI. Cover of up to £10m would be the most ideal cover as some venues will not accept anything less. Cover of up to £5m is the most common cover at the majority of UK venues.

You can arrange public liability with any good insurer, such as Hiscox or Nationwide. According to AXA insurance, the average premium for public liability insurance costs around £100, however, small businesses can get premiums for as little as £40 a year.

Create a Risk Assessment and Method Statement for your promotional activity.

A risk assessment is the most important before you set up any interaction with the general public, for your safety and theirs. It might not seem of paramount importance as it’s just a concession stand set up in a shopping centre or public forum but it makes sure that everything you do is done to a process, and covers yourself for any liability in case of an accident.

A method statement or a ‘safe system of work’ is a document which contains the actions you’ll be doing and the methods for doing them. The method statement should reflect on the hazards picked up in the risk assessment and then outlie the process which will take place and the methods that it includes to prevent the hazard from occurring.

The method statement should be written in sections:

1. Provide a description of the business, the task or process.

2. Summary of main hazards and the control measures as well as any PPE.

3. Describe the task in more detail and staff training, equipment, background and prep

As well as a full risk assessment and method statement you will need to provide additional certification for equipment and any food being provided:

Ensure all electrical equipment is PAT tested. A pat test is an inspection of electrical appliances which consists of a visual inspection and an in-depth check using PAT testing equipment. This checks that the equipment is fit to use and is not dangerous. Some venues require you to have your electrical equipment PAT tested for liability reasons, however it is not a legal obligation. There are hundreds of electricians who will pat test your equipment for you for a low cost.

If any food products are being sold on your promotion, then you must have a hygiene certificate. This does not concern pre-packaged goods such as the sweets mentioned above, this concerns the preparation, sale and distribution of food on your stand. Before you set up a stand and are able to sell your delicious food you must register with the food standards agency, this must be done 28 days before you go on sale. You can do it through the food standards agency website.

Once you have the above you are ready to book your space and you have all the equipment and documentation needed to carry out your promotional activity.