Campaign Case Study: Food Event Planning for BBC Good Food

BBC Good Food Marketing
Event planning for BBC Good Food

Our client knows what they are doing at Food Events. They’ve been doing them a long time.

When their event manager realised he didn’t really have any digital support for the BBC Good Food show in 2018, he knew he should do something with digital to generate more sales.

Keep reading below to find out how the story goes.

The quarterly strategy meeting

At a quarterly Strategy Meeting with the client, our team helped come up with a solution.

“We really need to make this year count.” they said. “It’s a big commitment to go down and push the products so let’s do as much as we can before, during and after the event”

Online Growth Guru’s campaign service helped them to achieve the best results ever at this show.

“We even kept getting customers commenting on how well set up the website is” says their events manager. “I loved hearing those kind words”.

Here are the 3 simple steps we took to help them smash sales targets at his event.

Step #1 – Promoting the BBC Good Food Show

The client knew they needed to use every channel possible. Facebook, Instagram, even their blog. But what would he say and how would he make the message consistent?

The team pulled together a clear strategy that included images for social and hashtags of influencers – who we knew would share their content.

The client also had 3,000 email subscribers after using our email marketing service. He knew he could get people down if he let them know the dates, their stand number and what was on offer.

Step #2 – Visiting the BBC Good Food Show

They’re always snowed under at Food shows. They just don’t have time to mess around with photos, social media or video editing. He needs to sell to customers – all day.

That’s why we visited the show with them. While there, we filmed a short introductory video about the client’s business and took lots of action photos.

It gave them amazing social media content, which he could use at his peril or have our team use it for promoting their brand later.

What’s more, when they had too many customers at their stand, our account manager worked alongside them to keep sales going.

That allowed for a final push towards their targets. And they made it – they couldn’t wait to report back to his boss!

Step #3 – Promoting After the Event

This was the cherry on the cake for the client.

After a great result and a few super tiring days, he received some excellent news.

As part of our promotion service, the editor of BBC Good Food website agreed to showcase their video on their website bbcgoodfood.com– she was that impressed.

That’s not all. To make sure all the benefits were realized from this, our team made sure there was a backlink to the client’s website that aligned with his SEO strategy.

BOOM!

This backlink helped push their website to the front page of Google for one of his target keywords. It meant he would reap the benefits for months and years to come. More traffic. More sales.

“I was delighted with the contribution that the Online Growth Guru team made to our show” said the Events Manager. “It just shows what you can achieve when everything comes together.”

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Matt Adams
Matt Adams
Matt is Managing Director and founder of Online Growth Guru. He's been growing online businesses for over 15 years. He is a qualified Business Analyst and now shares his expertise with SME food and drink businesses to help them grow through the power of Digital Marketing.

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