GFS Sponsorship Deck.Pdf
Total Page：16
File Type：pdf, Size：1020Kb
Five amazing shows The BBC Good Food Shows are the UK’s most established food and drink events with 25 years heritage. Attracting over 265,000 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 300,000 food enthusiasts across the country. Over 1,000 unique exhibitors and sponsors took part in 2015. We reach 10 million through our associated Marketing and PR campaigns. Over £27 million spent at the Shows in 2016 Culinary hero's such as Mary Berry, Paul Hollywood, John Torode, James Martin, Tom Kerridge, Michel Roux Jr. and the Hairy Bikers all appear regularly across the portfolio of BBC Good Food Shows. Our Portfolio Spring / Summer Season Autumn / Winter Season SECC, Glasgow HIC, Harrogate 20 – 22 October 2017 11 – 13 May 2018 19,000 visitors expected in 2017 12,000 visitors in 2017 Belfast Waterfront NEC, Birmingham 10 – 12 November 2017 14 – 17 June 2018 12,500 visitors expected in 2017 99,000 visitors in 2017 NEC, Birmingham 30 November – 3 December 2017 80,000 visitors expected in 2017 In depth Acorn analysis available Working with the very best brands Our audience Average Household 78% ABC1 Income of £56,000 £103 average spend per visitor Building on BBC Good Food’s Brand 284,000 323,000 714,000 Instagram Twitter Facebook followers followers followers UK’s #1 food A marketing & PR reach magazine in Net promoter score of of +25 million digital and + 36 print The brand 250k 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 A highly targeted audience Close analysis of our show audiences allows for unparalleled insight into the BBC Good Food Shows visitor AUDIENCE SEGMENTATION ACROSS THE SHOWS Unknown 4% Affluent Professionals 14% Successful Families 18% Comfortable Seniors 12% Steady Families 12% Contemporary Workers 12% Promotion Chasers 28% Core demographics for media targeting Affluent Professionals Successful Families • 36-45 years • 45-60 years • 70-100k income • Senior managerial positions • Advancing careers • High income • School-aged children • Sainsbury’s & Waitrose shoppers • Sainsbury's & Waitrose shoppers • Online shoppers • Online shoppers • Social media activists • Social media activists Data provided by Serendipity2 Social Following Our social media following can be deconstructed into 10 distinctive tribes with a sphere of influence totaling over 70 million. Analysing and segmenting this data provides actionable insights into opportunities to strategically grow social audiences, that can then be directly targeted by our digital campaigns in the build up to a show. Tribe 1: Tribe 2: Tribe 3: Tribe 4: Cooking shows and celebrity Local independent food Chefs and hospitality workers London foodies chef following businesses Audience size: 9,906 Audience size: 9,132 Audience size: 17,254 Audience size: 12,373 50.6% female 59.8% female 60% female 74% female Largest age group: 25-34 (41%) Largest age group: 25-34 (42.5%) Largest age group: 25-34 (41%) Largest age group: 35-44 (35%) Promote selves and their food London-centric food fanatics, Engaged with BBC programmes Engaged with food brands, on twitter, follow chefs, food work hard and indulge in eating cooking products/ equipment, trends, critics out and dinner parties, follow Most likely to share tweets healthy living and other Engage in competitions, share food and travel bloggers for latest from BBC and charitable causes foodies sport related posts and recipes and best (curate and consumer content) Sphere of influence c. 20.3 Sphere of influence c. 20.5 Smallest tribe but largest sphere million million Sphere of influence c. 6 million of influence c 22.5 million Data provided by Legend Engage Sponsorship Opportunities at the Shows Each of the BBC Good Food Shows poses great and varied opportunity for brands looking to reach and exceed their commercial objectives through bespoke partnership activations. The ever-expanding sphere of live events is the most effective means of communicating your brand’s messaging in an engaging and memorable way. Year-round support 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: • 985,000-strong database • 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 • A collaborative approach to producing an expansive campaign, tailored to satisfy your every commercial objective • The BBC Good Food brand is recognised in a vast, diverse and expanding sphere o 714,000 followers on Facebook o 323,000 followers on Twitter o 284,000 followers on Instagram o 1,300,000 magazine readers CONTENT & EDITORIAL Big Kitchen BBC Good Food Stage Winter/ Summer Kitchen Producers’ Village BBC Good Food Restaurant Tasting Theatre VIP/ Luxe Lounge Interactive Masterclasses Shop & Drop Regional Demo Stage English Tea Garden Partnership Opportunities We have helped deliver successful bespoke campaigns for: • Supermarkets • Technology manufacturers • High Street retailers • Household brands • Finance companies • Tourism agencies • Utility providers • And many more… Extended brand awareness can be achieved by: • Association with BBC, talent, partner brands • Credible product and brand demonstrations • Stage and show area sponsorship • A supporting digital content campaign • Data collection and sharing Case Study: The Supertheatre sponsored by Aldi In 2016, the main chef demonstration stage at The BBC Good Food Shows Scotland, Winter and London was sponsored by Aldi. Unquestionably this agreement proved a massive success, presenting Aldi with an unrivalled platform through which to promote their products and to realize their marketing objectives. The Activation: • Aldi as the exclusive grocery supplier to the Supertheatre. • Aldi branding and logo to be displayed on the Supertheatre set. • Aldi allocated a stand on exhibition floor to sell products. • Aldi supported by thorough digital content campaign in show build-up. The Results: • Aldi positioned itself in front of consumers’ minds, taking market share from the likes of Waitrose and Sainsbury’s that typically held a monopoly over the Good Food Show visitors. • A survey revealed that 78% of participants were either ’likely’ or ‘very likely’ to shop with Aldi in the three months after the show. • Aldi were able to promote their growing wine supplies through a 60- second ad reel that was played on big screens for audiences’ attention. • The Supertheatre made for a memorable Show experience. 71% described it as a major highlight of their visit, with 94% of participants aware of Aldi’s headline sponsorship of the feature. Here’s what it could look like 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. Take a look… Contacts Emily Cloke Commercial Manager [email protected] 0203 405 4285 Rachael Clarke [email protected] 02034054285 Natalie Carne Marketing Director [email protected] 0203 405 4205.