three amazing shows - bbc good food show · foodies 59.8% female largest age group: 25-34 (42.5%)...
TRANSCRIPT
Three amazing shows
The BBC Good Food Shows are the UK’s most established food and drink events with27 years heritage. Attracting over 190,000 food enthusiasts throughout the year, theBBC Good Food Shows feature celebrity chefs, demonstrations and the finest food anddrink producers and brands from around the UK and the world.
The BBC Good Food Shows attract over 190,000 food enthusiasts across the country.
Over 900 unique exhibitors and sponsors took part in 2017.
We reach 10 million through our associated Marketing and PR campaigns.
Our visitors spent an impressive £20 million at the shows in 2017.
Culinary heroes such as Mary Berry, James Martin, John Torode, Tom Kerridge, MichelRoux Jr. and the Hairy Bikers all appear regularly across the portfolio of BBC GoodFood Shows.
The BBC Good Food Shows offer unique opportunities to engage with a large and highlytargeted audience of food lovers in memorable and unique environments.
Live events are proven to be the most impactful means of marketing for their ability to trulyengage the five senses. Brands benefit from marketing that is twice as effective as TV ads andthree times as effective as print media, and that leaves a 69% longer-lasting impression*.
Working with us guarantees direct access to a growing and diversifying audience of affluentfood lovers. Our visitor satisfaction and loyalty ratings are higher than the industry averagewith word of mouth being our strongest driver, ensuring that we continue to deliverspectacular days out.
The BBC Good Food Shows have worked closely with a number of companies and brandsfrom varied brackets of industry. These have included Supermarkets, Technologymanufacturers, High Street retailers, Household brands, Finance companies, Tourist Boards,Utility providers and many more. The Shows have helped them to achieve their marketingobjectives through interactive experiential activations, and in addition to this brands are alsosupported by a fully integrated marketing campaign running across print, social and digitalplatforms.
*FaceTime Research: The Power of Live Events
The BBC Good Food Shows
NEC, Birmingham14 – 17 June 201899,000 visitors in 2017
SECC, Glasgow19 – 21 October 201817,000 visitors in 2017
NEC, Birmingham29 November – 2 December 201875,000 visitors in 2017
Our Portfolio
Spring / Summer Season Autumn / Winter Season
In depth Acorn analysis available
BBC Good Food Show Summer - 99,000 Visitors (combined with Gardener’s World)
NEC, Birmingham: 14 – 17 June 2018
The BBC Good Food Show Summer takes place at the NEC alongsideGardener’s World Live. The event is our only joint event and attracts the largestaudience, with 99,000 visitors attending the June 2017 event.
The event attracts visitors from across the UK and is a key event within thefoodie calendar. 2017 saw stars such as The Hairy Bikers, James Martin, TwoGreedy Italians and Joe Wicks cooking live on the Big Kitchen in front of a 2,000strong audience in each session.
Features such as the Big Kitchen, the Summer Kitchen, Good Food Restaurantand Skills School, allow visitors to interact with brands while enjoying a fun-filled day out.
Net promoter score of + 42
Average HouseholdIncome of
£54k
84.4% ABC1
£166 average spend per visitor
Summer
Average Age 48
BBC Good Food Show Scotland - 19,000 Visitors
SEC, Glasgow: 19– 21 October 2018
The BBC Good Food Show in Scotland, now in its 12th year, takes place atthe SEC Centre in Glasgow and we expect 17,000 visitors in 2018.
With a firm focus on quality producers of food and drink, premium brandsand popular Scottish and UK chefs, the show has a great reputation fordelivering an affluent audience, keen to be inspired, educated andentertained!
In 2017 we were joined by Tom Kerridge, Nadiya Hussain, John Torode,Tom Kitchen and The Hairy Bikers, who appeared on our Big Kitchen andBBC Good Food Stage.
Net promoter score of + 39
92% ABC1
£102 average spend per visitor
Average Age 50
82% Female
18% Male
Scotland
Average HouseholdIncome of
£52k
BBC Good Food Show Winter - 75,000 Visitors
NEC, Birmingham: 29 November – 2 December 2018
The flagship Winter show, now in its 27th year, takes place at the BirminghamNEC in the build up to Christmas and welcomed 75,000 visitors through its gatesin 2017.
Visitors travel from across the UK (see map) to visit the country’s biggestcelebration of food and drink and features including Demo Cooking Stages, SkillsSchools and an Interview Stage inspire and entertain visitors.
A great line-up of celebrity chefs joined in 2017, including Mary Berry, NadiyaHussain, Michel Roux Jnr. and Tom Kerridge, all of whom delivered live cooking demonstrations on stage in the 2,800-capacity Big Kitchen. The brand new BBC’s family cooking challenge format also made its debut at the show.
Winter
Net promoter score of + 37
75% ABC1
£140 average spend per visitor
Average Age 49
79% Female
21% Male
Average HouseholdIncome of
£55k
Our Audience
The BBC Good Food Shows have a database of approximately 800,000 which has been data mined into key profile demographics for each show. Ourpre-show marketing campaign seeks to attract people from targeted personas. Our four key personas within our database are detailed below.
Affluent Professionals• 45-60 years• Senior managerial positions• £100-149k income• Sainsbury’s & Waitrose shoppers• Online shoppers• Social media activists
Successful Families• 36-45 years• £70-100k income• Advancing careers• School-aged children• Sainsbury's & Waitrose
shoppers• Online shoppers• Social media activists
Steady Families• 36-45 years• £40-49k income• Majority in full-time work• School-aged children• First to have latest technology
Comfortable Seniors• 60+ years• £100-149k income• Retired• Countryside dwellers• Ample leisure time• Like to be self-sufficient
Data provided by Legend Engage
Tribe 4:
Foodies
59.8% female Largest age group: 25-34 (42.5%)
Food fanatics, work hard and indulge in eating out and dinner parties, follow food and travel bloggers for latest and best trends
Tribe 1:
Cooking shows and celebrity chef following
60% female Largest age group: 25-34 (41%)
Engaged with BBC programmes
Most likely to share tweets from BBC and charitable causes
Tribe 2:
Local independent food businesses
74% female Largest age group: 35-44 (35%)
Engaged with food brands, cooking products/ equipment, healthy living and other foodies
Tribe 3:
Chefs and hospitality workers
50.6% female Largest age group: 25-34 (41%)
Promote themselves and their food on twitter, follow chefs, food trends, criticsEngage in competitions, share sport related posts and recipes (curate and consumer content)
Our Social Media – Audience 193,000 active users
We have conducted analysis on our social media followers and highlighted 4 key‘tribes’ that we use as profiles for developing relevant content stories and offers on ourown social channels. We also use them for tailoring and targeting our paid ad activityon social media:
46,700Instagramfollowers
118,400 Twitter
followers
28,300 Facebook followers
12.5m Monthly UUs - UK’s biggest food website
42m UK monthly page impressions
3mBBC Good Food TV
1.3mReaders
No.1Food & Women’s
lifestyle digital edition
UK’sno.1 selling food magazine
2mMobile appdownloads
190kVisitors at BBC Good
Food Shows
1.3m Social Media following
The BBC Good Food Brand
The Good Food reach incorporates print and digital as well as live events.
Sponsorship Opportunities at
the Shows
Big Kitchen BBC Good Food Stage Winter/Summer Kitchen
BBC Good Food RestaurantProducers’ Kitchen VIP/Luxe Lounge
Skills School Masterclasses Shop & Drop Regional Demo Stage
Tasting Theatre
Book Signing & Interview Stage
Well in advance of the on-site activation we support our sponsors with acomprehensive digital content campaign that elevates both brand andsponsored feature to our database of active foodies:
• 800,000-strong database
• 360° reach across our cross-platform channels and the wider Good Foodportfolio channels
• Print, Digital, Email and Social Media coverage reaching a total audience of2.4 million
• A collaborative approach to producing an expansive campaign, tailored tosatisfy your every commercial objective
A Fully Integrated Partnership
Big Kitchen feature page in Show Guide
Dedicated feature website on bbcgoodfood.com
Logo inclusion and editorial mention in BBC Good Food
Magazine pages
Branded posts on Social Media (Facebook, Twitter, Instagram)
Case Study: Lexus as the Headline Sponsor
Since 2014, Lexus has been the headline sponsor of the BBC Good Food Shows. Thisagreement has offered ample branding and experiential opportunities across the UK forthe car giant.
As the headline sponsor, Lexus is integrated into varied editorial features across theshows. From Discover & Learn stages, to sponsored VIP dinners, to sponsored show-specific competitions, Lexus is constantly at the forefront of show opportunities and itsbrand integrated into every marketing output.
MARKET SHAREThe BBC Good Food Show car parks are full of competitor vehicles to Lexus. With 75% ofvisitors exploring a Lexus close up, the company successfully positions itself in front ofmind, stealing back market share from the likes of BMW, Mercedes Benz, Audi.
NO PRESSURE ENVIRONMENTAs the one and only car manufacturer present, Lexus avoid any brand dilution orcompetition that they might find at a car show, for example. This dominance has resultedin test-drive booking figures so successful that they keep on coming back for more.
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 itsbrand messaging to the affluent professionals and successful families that it targets asprospective buyers.
Case Study: The Supertheatre sponsored by Aldi
In 2016, the main chef demonstration stage at The BBC Good Food ShowsScotland, Winter and London was sponsored by Aldi. This opportunity presentedAldi with an unrivalled platform through which to promote their products and torealize their marketing objectives.
With a retail stand on the show floor and as the exclusive grocery supplier to theSupertheatre (now rebranded as The Big Kitchen), Aldi sought to maximise itsexposure to visitors whilst showcasing its quality product in line with marketingobjectives. All of this was supported in the build-up to the shows by acomprehensive marketing campaign highlighting Aldi’s activities at the UK’slargest food show.
Take a closer look…
DRIVING POST-SHOW SALESBrand messaging delivered by the Big Kitchen host allowed Aldi to communicate directlywith an engaged and targeted audience who could then visit the stand to ask any specificquestions on what they had seen. This impactful face-to-face marketing successfully drewattention to Aldi’s selling points, leading to 78% of visitors claiming to be either ‘likely’ or‘very likely’ to shop with Aldi in the three months after the show.
FRONT OF MINDAldi had ambitions to sample its product in order to highlight its quality in front of itstarget audience. With 94% of visitors aware of Aldi’s headline sponsorship of the BigKitchen, the brand achieved front of mind through association with an entertaining andmemorable feature.
DIRECT PRODUCT PROMOTIONAldi sought to promote their line of wines to visitors, highlighting both diversity andquality. A 60-second promotion video presented by celebrity talent pairing Aldi wines withthe dishes made on stage provided the perfect platform for this. Played during eachtheatre session, this feature brought the wines to the attention of the audience andpositioned the wider Aldi brand as a more prestigious and alluring one.
Contacts
Emily ClokeCommercial [email protected]
Rachael ClarkeSenior Sales & Sponsorship [email protected] 405 4290