Audience analysis

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How much reliance does your show have on the venue’s local audience? Working with Glow, Bluewater, and Haymarket Exhibitions, Vivid Interface’s team conducted visitor research during the BBC Good Food Show Spring in April. The aim was to examine the show’s performance in meeting visitor expectations and to identify growth opportunities for both organiser and venue. The depth of the research undertaken generates unique insights into how both parties work in terms of audience penetration. We worked in conjunction with Experian, utilising its Mosaic profile segmentation tool to gain a deeper understanding of Bluewater’s clientele. This provided Glow with a clear picture of its customers’ demographic and lifestyle characteristics, enabling the venue to target, acquire, manage and develop profitable relationships, market events, and of course improve business results. The audience at the BBC Good Food Show Spring at Glow was profiled using Experian’s Mosaic classification. This identified three main Mosaic groups: Professional Rewards – Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes; Suburban Mindsets – Maturing families on mid-range incomes living a moderate lifestyle in suburban semis; Careers and Kids – Families with young children where both parents are likely to earn solid incomes. Experian also gives each type rankings based on age, income, non-mortgage debt and level of urbanisation. Because we know the postcodes of show visitors, we can build the catchment area. Not surprisingly, this demonstrated a concentration around Glow but also a long reach north of the river and into North London. Importantly, we are then able to look at the penetration of each of the Mosaic profiles for BBC Good Food Show Spring attendees within the catchment. In Figure 1, we can see the categories where the event attracted representation greater than is prevalent in the catchment area. This shows there are 4.7 million people living within the Glow catchment as defined by visits to BBC Good Food Show Spring and 1.4m people from the top three visitor groups. The event attracted 12,000, representing a market penetration of 0.025 per cent.  This combination of market knowledge, and the perception of BBC Good Food Show Spring’s ‘penetration’ of the catchment area defined by show visitors, indicates the size of the potential audience available to the exhibition, and to Glow for other events it may hold. By cross-referencing the visitor research results with the Experian profiles, we are then able to develop a much better understanding of the scale of opportunity within the catchment for the core elements of event content. Importantly, we can also examine the penetration of different visitor profiles geographically. This indicates the opportunity available to the show from more geographically-based promotions. We are also able to see geographical and demographic profile influences on likely rates of return, Net Promoter Scores and so on. Experian has conducted what it calls peak and off-peak surveys annually of the Bluewater guests/shoppers, so we have a defined ‘shopper’ catchment and profiles. We can then compare and contrast the show audiences with the guest/shopper profiles and catchment to enable a greater understanding of the pool of available visitors. For example, we can see BBC Good Food Show Spring attracted fewer Alpha Territory visitors, but exceeded with Professional Rewards, one of the larger sectors of the Bluewater customer base (Figure 2). Questions from the Experian/Bluewater surveys were placed into the visitor survey, enabling us to further understand the relationship between show visitors and shoppers and develop a full picture of the opportunity available for organisers through events held at Glow. In essence, this more detailed demographic analysis available through the Experian profiles and catchment area analysis provides a greater understanding of a show’s visitor base and importantly, the scale and potential resilience of opportunity within the event/venue catchment. Haymarket head of marketing Marilyn Jarman sums things up. “This was our first event at Glow and it worked well for us. Importantly, more than 70 per cent of the visitors were new to BBC Good Food so we are now engaging with an expanded audience for the brand. More than 80 per cent planned to visit other parts of Bluewater as well as visit us, so marketing the show in conjunction with the venue is beneficial to drive attendance.” This was first published in the August edition of EN. Any comments? Email exhibitionnews@mashmedia.net
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