Hypermedia Growth Expands In-Store Media Offering

Hypermedia Growth Expands In-Store Media Offering

Having revolutionised the development of a new media channel with its unique in-store media offering, New Zealand company Hypermedia has announced further expansion of its capability with the establishment of demonstration business “Demoworks”, and a new executive team structure to cater for the growth of the business.

Current Managing Director of Hypermedia, Pauline Hanton, takes on a group role as Head of Sales for both Hypermedia and Demoworks, and newly appointed Merilyn Havler, will become General Manager of Hypermedia and its subsidiary company, Demoworks.

Hypermedia has an exclusive contract with leading supermarket brand Countdown to manage its in-store media estate, a model that Hypermedia is now in a position to promote to other major national retailers. The newly announced structure has positioned the company to take advantage of these rapidly developing retail opportunities.

“We are structuring the business to cater for the fact that we have created a growing demand for co-ordinated retail in-store marketing, and the establishment of our demonstration business Demoworks, is an important part of that offering,” Ms Hanton said.

Ms Hanton also announced that Hypermedia and Demoworks were relocating to combined new premises in Nikau St, Eden Tce, which would enhance their ability to develop joint Hypermedia/Demoworks campaigns.

New General Manager Merilyn Havler was most recently General Manager of Beiersdorf Australia, a market leader in the Skin and Beauty FMCG category with key brands including Nivea and Elastoplast. She has an extensive background in brand communication and activation strategies in both New Zealand and Australia.

Integral to the further development of the Hypermedia in-store marketing proposition is the establishment of Demoworks, a nationwide food demonstration and sampling business that will support Hypermedia’s in-store media assets. Mr Peter Meikle is the newly appointed Manager of Demoworks, combining his extensive background in food and hospitality with a widely celebrated career in the performing arts.

“Demoworks is about creating in-store experiences for the customer through the development of demonstrations that entice, entertain and positively influence the purchasing decision,” he said.

“We know from our extensive research in-store that two thirds of all shoppers make a purchase decision while in store. Demoworks provides a tangible and measurable way to increase product sales in-store by marketing the product directly to the consumer in the one location that maximises the opportunity to influence that purchasing decision.

“We are also raising the bar in terms of in-store demonstration capability through our commitment to themed presentations that provide a visually enticing spectacle that will drive consumer interest and purchasing behaviour,” Mr Meikle said.

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