Starleaton CEO Ben Eaton used Neschen Easy Dot printable vinyl to solve a signage problem facing 2,600 butcher shops around Australia.
Hygiene is paramount in the promotion of meats at point-of-sale and shop windows need to be cleaned daily to hospital standards. Signage attached to the glass can be problematic.
“We had been trying several products but some would just not remove from the glass for cleaning while others left a sticky mess behind,” says Andrew Howie, group marketing manager for Meat & Livestock Australia (MLA), whose team is responsible for award-winning campaigns including the Australia Day Lamb ads.
Eaton realised that Neschen Easy Dot user-peelable printable vinyl would be a solution to the problem. So, samples in hand, he met with Howie, who was an instant convert.
“We could see right away that Easy Dot, with its dot-structured removable adhesive, could not only solve the remove-and-re-apply conundrum but, because it eliminates air bubbles, was quick and easy to apply by non-skilled people,” says Howie.
Tests were conducted in association with Sydney digital wide-format printer Shout Media and soon the ‘You Never Lamb Alone’ POS marketing kits were rolling out from the MLA’s distribution warehouse to the nation’s butcher shops.
Shout Media produced and cut the 1.2 and 1.5 metre-long strips on Easy Dot using food-friendly odourless inks on a digital wide-format printer.
“The big advantage with Neschen Easy Dot is that it can be removed and re-applied several times; more than enough for the life of a campaign,” says Eaton. “The air channels between the dots mean that no special application tools are needed, just hand-smoothing. If a butcher gets it on crooked, just peel it off and try again. The same goes for cleaning the glass; peel of the Easy Dot signs and put them back on again once the cleaning is done.”
“Easy Dot is a simple glass signage solution,” says Howie, “but then some of the best marketing ideas are just that: simple. Butchers love it and it’s on our radar for future campaigns.”
Starleaton will be demonstrating Neschen Easy Dot and other sign & display solutions at PacPrint, Melbourne from May 23-26 2017, stand E30.