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GFS Sponsorship Deck Feb 18.Pdf Three amazing shows The BBC Good Food Shows are the UK’s most established food and drink events with 27 years heritage. Attracting over 190,000 food enthusiasts throughout the year, the BBC Good Food Shows feature celebrity chefs, demonstrations and the finest food and drink 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, Michel Roux Jr. and the Hairy Bikers all appear regularly across the portfolio of BBC Good Food Shows. The BBC Good Food Shows The BBC Good Food Shows offer unique opportunities to engage with a large and highly targeted 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 truly engage the five senses. Brands benefit from marketing that is twice as effective as TV ads and three 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 affluent food lovers. Our visitor satisfaction and loyalty ratings are higher than the industry average with word of mouth being our strongest driver, ensuring that we continue to deliver spectacular days out. The BBC Good Food Shows have worked closely with a number of companies and brands from varied brackets of industry. These have included Supermarkets, Technology manufacturers, High Street retailers, Household brands, Finance companies, Tourist Boards, Utility providers and many more. The Shows have helped them to achieve their marketing objectives through interactive experiential activations, and in addition to this brands are also supported by a fully integrated marketing campaign running across print, social and digital platforms. *FaceTime Research: The Power of Live Events Our Portfolio Spring / Summer Season Autumn / Winter Season NEC, Birmingham SECC, Glasgow 14 – 17 June 2018 19 – 21 October 2018 99,000 visitors in 2017 17,000 visitors in 2017 NEC, Birmingham 29 November – 2 December 2018 75,000 visitors in 2017 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 alongside Gardener’s World Live. The event is our only joint event and attracts the largest audience, with 99,000 visitors attending the June 2017 event. Summer The event attracts visitors from across the UK and is a key event within the foodie calendar. 2017 saw stars such as The Hairy Bikers, James Martin, Two Greedy Italians and Joe Wicks cooking live on the Big Kitchen in front of a 2,000 strong audience in each session. Features such as the Big Kitchen, the Summer Kitchen, Good Food Restaurant and Skills School, allow visitors to interact with brands while enjoying a fun- filled day out. Average Household 84.4% ABC1 Income of £54k £166 average Net promoter score of spend per visitor + 42 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 at the SEC Centre in Glasgow and we expect 17,000 visitors in 2018. With a firm focus on quality producers of food and drink, premium brands Scotland and popular Scottish and UK chefs, the show has a great reputation for delivering an affluent audience, keen to be inspired, educated and entertained! In 2017 we were joined by Tom Kerridge, Nadiya Hussain, John Torode, Tom Kitchen and The Hairy Bikers, who appeared on our Big Kitchen and BBC Good Food Stage. 82% Female Average Household Income of 18% 92% ABC1 £52k Male £102 average Net promoter score of spend per visitor + 39 Average Age 50 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 Birmingham NEC in the build up to Christmas and welcomed 75,000 visitors through its gates in 2017. Winter Visitors travel from across the UK (see map) to visit the country’s biggest celebration of food and drink and features including Demo Cooking Stages, Skills Schools and an Interview Stage inspire and entertain visitors. A great line-up of celebrity chefs joined in 2017, including Mary Berry, Nadiya Hussain, 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. 79% Female Average Household 21% 75% ABC1 Income of Male £55k £140 average Net promoter score of spend per visitor + 37 Average Age 49 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. Our pre-show marketing campaign seeks to attract people from targeted personas. Our four key personas within our database are detailed below. Affluent Professionals Successful Families • 45-60 years • 36-45 years • Senior managerial positions • £70-100k income • £100-149k income • Advancing careers • Sainsbury’s & Waitrose shoppers • School-aged children • Online shoppers • Sainsbury's & Waitrose • Social media activists shoppers • Online shoppers • Social media activists Steady Families Comfortable Seniors • 36-45 years • 60+ years • £40-49k income • £100-149k income • Majority in full-time work • Retired • School-aged children • Countryside dwellers • First to have latest technology • Ample leisure time • Like to be self-sufficient Our Social Media – Audience 193,000 active users 118,400 46,700 28,300 Twitter Instagram Facebook followers followers followers 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 our own social channels. We also use them for tailoring and targeting our paid ad activity on social media: Tribe 1: Tribe 2: Tribe 3: Tribe 4: Cooking shows and celebrity Local independent food Chefs and hospitality workers Foodies chef following businesses 50.6% female 59.8% female 60% female 74% female Largest age group: 25-34 (41%) Largest age group: 25-34 Largest age group: 25-34 (41%) Largest age group: 35-44 (35%) (42.5%) Promote themselves and their Engaged with BBC programmes Engaged with food brands, food on twitter, follow chefs, Food fanatics, work hard and cooking products/ equipment, food trends, critics indulge in eating out and dinner Most likely to share tweets healthy living and other Engage in competitions, share parties, follow food and travel from BBC and charitable causes foodies sport related posts and recipes bloggers for latest and best (curate and consumer content) trends Data provided by Legend Engage The BBC Good Food Brand The Good Food reach incorporates print and digital as well as live events. 190k Visitors at BBC Good Food Shows 12.5m Monthly UUs - UK’s biggest food website UK’s no.1 42m UK monthly page impressions selling food magazine 1.3m Readers No.1 2m Food & Women’s lifestyle digital edition Mobile app 3m downloads BBC Good Food TV 1.3m Social Media following Sponsorship Opportunities at the Shows Big Kitchen BBC Good Food Stage Winter/Summer Kitchen Producers’ Kitchen BBC Good Food Restaurant Tasting Theatre VIP/Luxe Lounge Skills School Masterclasses Shop & Drop Regional Demo Stage Book Signing & Interview Stage A Fully Integrated Partnership Well in advance of the on-site activation we support our sponsors with a comprehensive digital content campaign that elevates both brand and sponsored feature to our database of active foodies: • 800,000-strong database Big Kitchen feature page in Show Guide • 360° reach across our cross-platform channels and the wider Good Food portfolio channels • Print, Digital, Email and Social Media coverage reaching a total audience of 2.4 million Dedicated feature website • A collaborative approach to producing an expansive campaign, tailored to on bbcgoodfood.com satisfy your every commercial objective Branded posts on Social Media (Facebook, Twitter, Instagram) Logo inclusion and editorial mention in BBC Good Food Magazine pages Case Study: Lexus as the Headline Sponsor 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 into varied editorial features across the shows. From Discover & Learn stages, to sponsored VIP dinners, to sponsored show- specific competitions, Lexus is constantly at the forefront of show opportunities and its brand integrated into every marketing output. ALIGNED TARGET AUDIENCE The 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 SHARE The 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, Audi. NO PRESSURE ENVIRONMENT As 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 test-drive booking figures so successful that they keep on coming back for more.
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