talking trade
Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
Raising brand awareness
Richard Watts, consumer media consultant for the Exclusively Shows, explains how a marketing initiative launched by the co-located trade event has reaped rewards for exhibitors – and consumers
Showcase for 2018 doubled too. In total, 38 exhibitors presented 49 individual brands. They were: NSA UK, Beam Group, Tatay, Sigg, Simplehuman, KitchenAid, Forma House, T&G Woodware, Addis, Melitta, New Soda, Gourmet Gadgetry, Bodum, LSA, Sabichi, Evo Lifestyle Products, SMART (SMA Worldwide), The DRH Collection, Fackelmann Brands, Curver, JWP, Eddingtons, Veritable, Sistema, Tramontina, Scott Brothers, Doulton Water Filters, OXO, Kuhn Rikon, Auteur, Nixxee, Pyrex, Meyer (with Joe Wicks brand), Burton McCall, Harvey Robb, Salter (FKA Brands), Kalorik UK and ICTC. Post-event, we always follow up with those
Richard Watts with Caroline Reid, deputy editor of ‘Closer’ magazine
environment. As many journalists have told us, there just isn’t enough time in the day - or even half a day - to walk a trade show looking for ideas.
E Identifying that issue as a problem to solve, last
year Brooke House Exhibitions - the organiser of co- located summer London trade shows Exclusively Housewares and Exclusively Electrical Shows - decided to launch a ground-breaking initiative: The Brand Showcase. Dedicated to promoting exhibitors at the
Exclusively Shows to the British lifestyle press, the Brand Showcase is an edit of the main event itself. Journalists are invited to visit the Brand Showcase - which is located within the Shows’ media centre - without having to take too much time out of their day. Each journalist receives a Brand Showcase catalogue, Exclusively Shows catalogue and a Shows preview brochure. They are also given a gift bag of items to take
away and test. This gives exhibitors a unique chance to present their key products to leading media influencers. Last year’s Brand Showcase attracted 50
journalists from 35 leading lifestyle publications. This year, we welcomed more than 100 from a total of 60 media outlets: 65% were representatives from the national press (with online outlets), followed by bloggers (20%), influencers (12%) and TV (3%). Key press included ‘Daily Mail’, ‘Daily Express’, ‘Ideal
Home’, ‘Good Housekeeping’, ‘House Beautiful’, ‘Closer’, ‘Delicious’, ‘Woman & Home’ and ‘Elle’. The number of exhibitors taking part in the Brand
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housewareslive.net
What’s fantastic for us is the diversity and mix of outlets we were able to attract to the Brand Showcase this year, all coming to bank product and feature ideas for the months ahead, leading into the lucrative coverage period for Christmas when consumers are on the hunt for gift ideas. Alongside best-selling national print titles, we
welcomed producers from ITV daily programme ‘This Morning’. As a result, items from exhibitors including Forma House (with its Zuperzozial eco- friendly tableware collection, based on biodegradable bamboo and corn), OXO Good Grips, Auteur (Stojo collapsible pocket cup), Veritable (Indoor Garden) and Eddingtons (If You Care eco- friendly products and Bee’s Wrap sustainable food storage wraps) all made it on screen. In fact, the producers’ visit inspired a whole host
of feature ideas including a popular piece on eco-living in the home. Being part of creating the stories that give our exhibitors such visibility is hugely exciting. The Brand Showcase also gives brands the
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HousewaresLive.net
Michelle Minnaar, founder of the Greedy Gourmet blog, said: “Unlike the main event, the Brand Showcase was much more serene and manageable, enabling me to take time to fully appreciate the great new innovative products on offer”
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twitter.com/Housewaresnews October/November 2018
ncouraging members of the press to attend any exhibition is hugely challenging in today’s fast paced media
journalists who attended, to help secure coverage for participants. The power of the showcase - in terms of brands reaching out directly to consumers through the UK media - is highlighted by the combined consumer reach of 16 million potential customers via attendee outlets (based on title readership figures and published daily unique visitor numbers to online portals).
opportunity to reach audiences that they might not have otherwise tapped into yet. For example, Emily Leary, founder of the ‘A Mummy Too’ blog, demonstrated Brand Showcase exhibitors’ products to her 35,000-strong Facebook audience. Michelle Minnaar, founder of the award-winning food blog Greedy Gourmet, posted brand highlights to her 27,000 Instagram followers. And Kate Murdoch, who presents her own YouTube channel ‘In The Kitchen With Kate’, showed her Brand Showcase goody bag haul to her 190,000 subscribers. Other highlights included
GraziaDaily.co.uk
Celebrity baker Juliet Sear is a regular presenter on ITV’s ‘This Morning’
featuring T&G Woodware in a piece on engagement gifts, ‘The Sun’ showcasing LSA in its ‘Lust List’, and
IdealHome.co.uk putting together a feature on Swan's latest housewares collection with celebrity Fearne Cotton (which was unveiled at Exclusively Housewares). We were thrilled with the response to the Brand Showcase this year and the feedback from the media is that this is one event not to miss. It’s fast becoming a ‘must’ in the diaries of food and lifestyle journalists, bloggers and influencers. In 2019, we have big plans to continue building on our success with an exciting new mix of opportunities for exhibitors to engage with, all of which will be announced early in the New Year.
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