BBC GOODFOODS SHOW & RIVER STREET EVENTS
COMMUNICATION STRATEGY
The Brief
Established in 2013 following the purchase of BBC Haymarket as part of a management buyout, River Street Events now manage the highly successful portfolio of BBC Good Food Shows and BBC Gardeners’ World Live events.
Following our detailed analysis of the BBC Good Food Show’s database of customers across all 7 UK shows, S2 hosted and managed a single customer view database split by Pen Persona target market.
This database now drives improved targeting of marketing spend geared more effectively to the correct media channels and locations where there are high numbers of potential visitors matching the BBC Good Food Show’s customer base.
In addition to managing the database, S2’s creative and digital team was tasked to design and build a number of email templates spanning PC, mobile and social communications.
Our Approach
In depth analysis by ticket type, frequency, socio-demographics and drive time was used to develop bespoke Pen Personas. These personas provided information on customers highlighting what they look like, how they behave and how best RSE can communicate with them.
Following this targeted approach, S2 then designed a number of emails and digital advertising communications designed to appeal to different customer audiences focusing on the different lifestyles, behaviours and communication preferences of each Pen Persona.
We also developed creative and digital campaigns for new prospect audiences matching the profile of existing customers.
The Result
The success of the ongoing creative and digital campaigns owes as much to a data driven analytical approach as to creative treatment.
However, it is clear from test campaigns that different target audiences respond better to creative imagery and promotional incentives which are appropriate to their target market.
Specifically tailored, highly targeted campaigns driven by Pen Persona are helping the BBC Good Food Show grow attendance. This approach is now being used by sister company, BBC Gardeners World, which S2 also managed.
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