Adcomm's first two issues May 2012 Launch issue | Page 24

display mania

Adcom media

Anticipating action The company recently

launched two new versions of established products which,
according to Wendy, have the potential of altering the market.
When asked to elaborate, the answer is simply, “watch this space.
Non-disclosure is a competitive advantage.” (Keep your eye on
Adcom Online for further developments.)

REPUTABLE DISPLAYS

F

ocusing on design, manufacture, production and
printing. Display Mania International has branches in
Johannesburg, Cape Town, Port Elizabeth and Zimbabwe.
It also has agents in Botswana, Kenya, Malawi and Uganda.
Established in 1999, providing products for promotions,
owner Wendy Smith says the majority of their clients
needed accompanying print products. This led to its Digital
Division, Digital
Mania. There
are full digital
divisions in the
Cape Town and
Johannesburg
operations and
all branches offer
comprehensive
product ranges
for both indoor
and outdoor

Product evolution The company introduced an
original version of the hang banner earlier this year – the brainchild of Wendy’s business partner, Leanne Brown-Waterson.

Rationale

“Clients’ personnel
• Hanging banner system
were losing hanging
banner components,”
Wendy says. “The end
caps, trace wire and
hanging kit were supplied separately and
sometimes mislaid.
The result – an appalling appearance or
unusable banners. We needed something that could accommodate the three popular media – paper; fabric; and PVC. We also
wanted an offering that encompassed both single and double
sided requirements.”

How it works Fabric is stitched around

the rubber chonk which is inserted into the hanging system. When the material is pulled there is
no risk of it detaching. A cap on either side of the
frame is attached using bungee cord so when disassembled the caps remain attached. “The result
is a single, easy to transport and assemble unit,”
says Wendy.

Owner Wendy Smith

requirements. Their product
offering includes snappa
frames; fabric frames;
freestanding units; outdoor
systems; portable stands;
light boxes; and its recently
launched ‘The Hanging
Banner System’. Wendy travels
extensively to source new
ideas and to look for new
markets. “The objective is to
discover new concepts that
can work in South Africa and,
of course, be manufactured
locally.”

End product It can accommodate up

Wendy’s business partner,
Leanne Brown- Waterson

Joint venture To cater for bulk orders, Display Mania
has a joint venture with a Chinese-based company. “While
we use our JV partner to ensure cost-effectiveness for bulk
orders,” Wendy says, “it is important to note that 85% of all our
manufacturing is done in South Africa.”

to a 6m length banner, has heavy weight holding
capacity and can be used in- and out-of-doors.
“The product may not be unique,” Wendy says,
but this aspect is new.” She says there are no
limitations except for the fact that it cannot be
illuminated. “However, it will evolve.” It is the first
in South Africa and with Display Mania having
invented the mould and dye; and the first to use
the chonk in this method, future evolution is inevitable. “We are
in the process of developing a free-standing unit,” Wendy adds.

Into Africa The company launched in Zimbabwe at

the Zimbabwe International Trade Fair 2011. They currently have
business dealings with Schweppes; Zimbabwe Water; Net One
(cellular); TM Bank Limited (commerc