SHOWS THAT DELIVER! - BBC Good Food Show · 2020. 10. 12. · BBC Good Food Show Winter 2018, and...
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SHOWS THAT DELIVER!
Transcript of SHOWS THAT DELIVER! - BBC Good Food Show · 2020. 10. 12. · BBC Good Food Show Winter 2018, and...
SHOWS THAT DELIVER!
“An excellent experience. Lots to do and see with 3 stages giving demonstrations and recipe ideas. The variety of products available was
exceptional.”
“So much to enjoy including cookery demonstrations, food and drink to sample, delicious food to buy.”
2019 Visitors
The BBC Good Food Shows attract
over
150,000food enthusiasts from across the
country each year
Over 900unique exhibitors and sponsors
took part in 2019
We reach
6 millionthrough our associated Marketing
and PR campaigns
Our visitors spent an impressive
£22 millionat the shows in 2019
WHY JOIN US?
• Events leave a lasting impression• Build brand awareness, launch new products
and boost sales• Reach a highly engaged foodie audience, with
visitors spending on average 5-6 hours at theevents, which equates to watching or listeningto over 660 broadcast adverts
• Build your connections and client database. 69%of visitors surveyed two weeks after attendinglive events said they had already recommendedor would be recommending brands they hadseen at the event
86%ABC1
£131 Average spend at Show
74% 26%female male
48Average age
17 June – 20 June 2021
75,000 visitors
Combined visitors with BBC Gardeners’ World Live
74%ABC1
£121Average Spend at Show
80%female
20%male
51Average age
25 – 28 November 2021
70,000 visitors
Our audience
Affluent Professionals
45-60 years
£100k – £149k income
Senior managerial positions
Sainsbury’s & Waitrose shoppers
Online shoppers
Social media activists
Successful Families
36-45 years
£70k - £100k income
Advancing careers
School-aged children
Sainsbury's & Waitrose shoppers
Online shoppers
Social media activists
Steady Families
36-45 years
£40k - £49k income
Majority in full-time work
School-aged children
First to have latest technology
Comfortable Seniors
60+ years
£100k - £149k income
Retired
Countryside dwellers
Ample leisure time
Like to be self-sufficient
WAYS TO SHOWCASE
YOUR BRAND
• Align your brand to one of our features,from our Big Kitchen, to interactiveworkshops or BBC Good Food Restaurant
• Create a bespoke, brand experience toengage your target audience
• Retail, sample and raise brand awarenessthrough a shell scheme or space only stand
• Marketing opportunities through the pre-show campaign and wider BBC Good Foodbrand across print, digital and social
THE BIG KITCHEN WORKSHOPS
BBC GOOD FOOD RESTAURANT
BBC GOOD FOOD STAGE
VIP LOUNGE BESPOKE FEATURES
WHO HAVE WE WORKED WITH?
Since 2014, Lexus has been the Headline Sponsor of the BBC Good Food
Shows. This agreement has offered ample branding and experiential
opportunities across the UK for the car giant. As the headline sponsor,
Lexus is integrated in to varied editorial features across the shows. This
has included the Lexus Lunch club which was launched in 2018 and
sponsored Supper Clubs across the UK. Lexus is constantly at the
forefront of show opportunities and its brand integrated into every
marketing output.
Aligned target audienceThe BBC Good Food Shows provide the perfect audiences that Lexus seek
to target. Sponsoring the shows provides Lexus with the perfect
opportunity to communicate its brand messaging to the affluent
professionals and successful families that it targets as
prospective buyers.
Market ShareThe BBC Good Food Show car parks are full of competitor vehicles to
Lexus. With 75% of visitors exploring a Lexus close up, the company
successfully positions itself in front of mind, stealing back market share
from the likes of BMW, Mercedes Benz and Audi.
No pressure environmentAs the one and only car manufacturer present, Lexus avoid any brand
dilution or competition that they might find at a car show, for example.
This dominance has resulted in strong test-drive booking figures onsite at
the events.
LEXUS
CASE STUDY
ObjectiveTo position Travelsphere as the go to holiday/destination brand
specialising in escorted holidays, through face-to-face interaction with
their target customer demographic. Align the brand with food and raise
awareness of their range holidays and destinations. Capture data in an
interactive setting.
What we didTravelsphere were the Headline Sponsor of the Big Kitchen for the BBC
Good Food Show Summer and BBC Good Food Show Winter from 2017
onwards. As the largest demonstration theatre at the show, the Big
Kitchen has an audience of 1,500 visitors in each session, featuring chefs
including Tom Kerridge, Michel Roux Jr, Nadiya Hussain and Mary Berry.
Two dedicated “Taste the World
with Travelsphere” sessions took place each day, with increased
Travelsphere brand messaging a focus on a specific destination
e.g. the Amalfi Coast. A physical stand presence at the show, was
primarily focused on data capture through a competition metric.
Results80% of visitors to the show have not previously been on an escorted
holiday. Following the show, 75% of visitors surveyed said they are now
more likely to book a future holiday with Travelsphere.
TRAVELSPHERE
CASE STUDY
ObjectiveTo raise awareness of the full range of Cole & Mason products, including
new herbs and spices, which included sampling and face to face
engagement from a bespoke Cole & Mason stand. Carried out market
research to understand consumer buying habits to influence range of
products through retail.
What we doCole & Mason were the Headline Sponsor of the Seasonal Kitchen at the
BBC Good Food Show Winter 2018, and the Summer Kitchen at the BBC
Good Food Show Summer 2019. There were two dedicated sessions a day
at each show on the stages led by Cole & Mason and a recipe page was
included in the Show Guide. Products were also used in every cooking
demonstration. This activity was supported by a physical stand presence
adjacent to the feature.
Results51,000 visitors saw Cole & Mason products demonstrated on the Summer
Kitchen, which in combination with the brand’s inclusion in the pre show
marketing campaign to drive at show engagement, led to 43,000 visits to
their stand at each show. A quarter of people who visited the stand made
a purchase at the show, leading to over 10,000 transactions across the
four days.
COLE & MASON
CASE STUDY
ObjectiveRaise awareness of the diverse range of Nakd’s products. To sample and
retail to visitors, raising awareness of new product ranges including ‘Posh
Bits’ through face to face engagement with visitors.
What we didNakd Wholefoods was the sponsor of the Healthy Kitchen at the BBC
Good Food Show Summer. Brand messaging was delivered before every
session and products given out to all visitors attending the sessions. This
activity was supported by a physical presence at the show, where visitors
could find out more about Nakd and their products. Visitors were also
able to sample and buy products at Nakd’s stand.
Results70% of visitors were unaware of the full range of Nakd products before
attending the show, with 55% never having tried a Nakd product before.
62% of visitors are now more likely to purchase Nakd products following
their attendance at the show.
NAKD WHOLEFOODS
CASE STUDY
