Hypermedia ups the instore ante with new humans and new demo outfit

Hypermedia already has the in-store media for the Progressive supermarkets around the country locked down. And it’s hoping to add a few more national retailers to its arsenal with the establishment of demonstration business Demoworks and a new executive team.

We heard a wee rumour last week that the current managing director of Hypermedia, Pauline Hanton, was on her way out. But it turns out she’s just braodening her scope slightly and taking on a group role as head of sales for both Hypermedia and Demoworks.

Merilyn Havler, who was most recently general manager of Beiersdorf Australia and was responsible for brands like Nivea and Elastoplast, will become general manager of Hypermedia and Demoworks and Peter Meikle, who has a background in food and hospitality and the performing arts, is the newly appointed manager of Demoworks,

Having cemented the deal with Countdown, Hanton says Hypermedia is now in a position to promote to other major national retailers.

“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 Demoworks is an important part of that offering,” Hanton says.

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

“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.”

The offices are also relocating to combined new premises in Nikau St, Eden Tce, which Hanton says will enhance their ability to develop joint Hypermedia/Demoworks campaign.

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