The Flooring Show

Project

The Flooring Show and Tiling Show took place across three days, 17th, 18th and 19th September 2016 at The Harrogate International Centre for its 54th year. This industry leading exhibition attracts international exhibitors and visitors from a range of business types, including architects, flooring retailers, specifiers, interior designers, facility managers, manufacturers and many more.

The organisers of The Flooring and Tiling Show asked us to work as an external marketing department to manage all marketing communications, online and offline in the year leading up to the exhibitions. The aim of the campaign was to increase footfall at the shows and increase exhibitor numbers.

Overview

We wanted to create a fresh approach to The Show by creating contemporary marketing material that was effective in our online and offline campaigns, while giving The Show a more modern feel.

Establishing links to the seven industry leading magazines, we developed monthly print adverts and PR campaigns with editorial pieces being written when suitable. To create a synergy between the offline and online marketing, we developed digital email marketing campaigns which mirrored the messages being sent out in all printed communications. All digital marketing campaigns were linked through to The Flooring Show and Tiling Show website that was maintained and updated on a daily basis, to ensure the most relevant and useful information was available.

To support the exhibition we produced all onsite marketing material, including Show Previews, Show Guides and signage, among many other elements. To further assist at the exhibition, we had a team of people to provide onsite marketing support and to populate all social media accounts with regular and timely updates.

 

Results

Using an integrated marketing approach with multiple marketing platforms, The Flooring Show and Tiling Show saw an increase in visitor numbers by 9.6%, with 3,119 industry professionals passing through the doors, the highest number of visitors the Show had seen in many years along with a huge 219 show exhibitors.
With this year being such a success, we’ve already begun work on the 2017 campaign for The Show, with the aim of increasing the visitor and exhibitor numbers even further.

Services

SEO

Content Management

Marketing Management

PR

Print & Fulfillment

Strategy

Social Media

Exhibitions & Events

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