Storm was tasked with increasing the traditional trade audience for the UK’s leading gift and homeware trade events, Spring Fair and Autumn Fair. In addition we were asked to target non-traditional audiences through new media channels, including blogs and the national press, to widen the show’s reach.
A proactive press office was instigated for the trade campaign to generate regular media coverage throughout the year, using news releases, trend reports, commentaries, Q&As and previews. Alongside this we engaged with the consumer media and bloggers for the first time. Storm identified that many independent retailers, gift & home buyers use the consumer media to identify trends and source products – making the channels as important as the trade media. Surveys were used as a tactic to reach a national consumer audience, while partnerships were formed with key lifestyle and homeware bloggers.
Over 12-months, 349 clippings were achieved reaching 162 million, with 73 editorial previews and 41 by-lined articles secured in key trade titles. Six national pieces of coverage were generated using survey content around key gifting periods, including Christmas, and 105 blogs and social media posts were published as a result of blogger partnerships.