- Positioning shows as the UK’s leading gift and homeware event in UK with 90% of coverage reiterating this message
- Reaching out to new trade audiences using ‘new’ consumer media channels
- Forming relationships with leading industry gurus and key consumer lifestyle influencers for first time
Spring Fair and Autumn Fair, run by Ascential Events were the UK’s leading gift and homeware trade events. Both were well-attended shows, from an exhibitor and visitor point of view, however with competitor trade fairs in London gaining momentum it was vital to re-establish its credentials as the leading voice at the forefront of the housewares industry to protect its position in the market.
A campaign was devised to help increase the traditional trade audience at both Birmingham events, as well as build awareness among non-traditional audiences through new media channels, including influencers and the national media.
The strategy centred on a proactive press office that generated regular media coverage of both shows throughout the year. With Spring Fair and Autumn Fair featuring 14 and 11 show areas respectively, it was important to communicate the benefits of relevant sectors to specific audiences.
Press releases for the trade media were crafted to highlight new products being showcased in each area of the show. Additionally, editorial previews of the event were placed in all key publications, to highlight the exhibition and education programmes. These activities were complemented by interviews and Q&As with the event director in key trade titles.
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. So alongside the traditional trade activity, consumer media and influencers were utilised for the first time. Surveys were used as a tactic to reach a national consumer audience, while partnerships were formed with key lifestyle and homeware influencers.
