Bridal show builds bigger international audience

Twitter Facebook Google+ LinkedIn
Ocean Media Group has attributed a rise in international visitors at the British Bridal Exhibition at Harrogate to aggressive marketing efforts with the UK Trade and Investment team. Overall visitors to the exhibition, which ran 12-14 September at the Harrogate International Centre, were on par with last year and included 3,920 unique visitors. Notably, retailers from outside the UK rose by 6 per cent, bringing overseas visitors to 15 per cent of the total audience in 2010. Retailers within the total figure also increased from 3,555 to 3,608. Ocean Media said it worked closely with UK Trade and Investment in order to increase overseas visitor numbers through new marketing incentives. This helped the Yorkshire and Humber-based companies exhibiting at British Bridal Exhibition, event director for the British Bridal Exhibition at Harrogate, Wendy Adams said. Ocean also claimed 50 per cent of visitors attended for more than one day.“It was a really successful show and exhibitors didn’t stop for the duration of the show,” she said. British Bridal Exhibition runs twice a year in March and September. In addition, up to 15 per cent of its exhibitors in 2010 were outside the traditional bridal wear or accessories remit, Adams said. Examples included Frank Usher, Jon and Joe, London, Ann Balon, Mascara and Scarlet. Ocean also consulted overseas trade and consumer press to attract visitors. “We work closely with trade magazine Nordic Bridal and subsidise accommodation for a number of Scandinavian retailers to come to the show through them,” Adams said. “We also work closely with the Irish press who send out email newsletters to their retailer advertisers.”In a bid to provide more value to these players, the show added a new catwalk show for occasion wear this year encompassing prom, mother-of-the-bride, cocktail and evening fashion. “Retailers [our visitors] are diversifying to create new revenue streams and our exhibitors have identified the alternative route to sales opportunities our bridal shows deliver,” Adams said. The bridal show has now extended its marketing efforts into broader fashion shops, she added.
Twitter Facebook Google+ LinkedIn

Related Stories

Elsewhere on EN

N200|GES partners with Gleanin on socially-driven event registration

N200|GES partners with Gleanin on socially-driven event registration

Event registration, lead retrieval and event intelligence firm N200|GES has announced a strategic partnership with social software company Gleanin.
UBM sells Ecobuild

UBM sells Ecobuild

Futurebuild Events Ltd, which has been set up by Ecobuild brand director, Martin Hurn, has acquired Ecobuild from UBM.
Industry gears up for Confex 2017 next week

Industry gears up for Confex 2017 next week

There is only one week to go until doors open at International Confex 2017!

WATCH THE EN AWARDS 2016 HIGHLIGHTS


silverstream.tv

Most read Stories

And the #ENAwards finalists are…

And the #ENAwards finalists are…

The countdown timer has run out. After weeks of companies submitting award entries and sweating over it, there is just one thing left to do before the big night: Announce the shortlist.
EN Awards People Finalists revealed

EN Awards People Finalists revealed

The first group of the highly anticipated shortlist for the EN Awards has been announced, including Best Newcomer and Best Event Director categories.
Reactions from events industry following Britain’s vote to leave EU

Reactions from events industry following Britain’s vote to leave EU

As the UK has voted to leave the European Union with a 52 per cent majority result, EN has spoken to members of the exhibition and events industry, to gauge their initial reactions on the future of the UK and their businesses.

Latest Features

When is the right time?

When is the right time?

It’s all very well having a successful show, but how do UK exhibition organisers replicate their success across the country and overseas? Three event profs share their experiences
Stand and deliver

Stand and deliver

When it comes to exhibition stands, the only limits are the exhibitor’s imagination (and floor space and budget), three stand building firms tell EN.
Treading water

Treading water

In EN’s monthly Crisis Management column, Murray Ellis, MD of British Marine Boat Shows, looks back on a 554,000-gallon pool platform structural failure at the 2004 London Boat Show.

Latest Galleries

100% Optical 2017

100% Optical 2017

More than 8,000 visitors arrived at ExCeL London on 4-6 February for the fourth edition of 100% Optical. The show featured more than 175,000 frames, catwalk performances and a comprehensive education programme.
Cumbria Flood Expo 2017

Cumbria Flood Expo 2017

The inaugural Cumbria Flood Expo, organised by flood emergency response charity CERT UK, took place on 2-3 February at Carlisle Racecourse.
Mexia Communications at 10

Mexia Communications at 10

PR and content marketing agency Mexia Communications celebrated its 10th anniversary with a Mexican Fiesta at the Royal College of Physicians on 26 January.

Latest Opinions

Good practice with data

Good practice with data

Simon Clayton, chief ideas officer at RefTech, on being open, transparent, and accurate about what you are doing with the data you handle.
Beware of the punter

Beware of the punter

Trevor Punt, managing director of TBG Group, on the rise of the stereotypical punter and the need for nerves of steel.
Peer to peer

Peer to peer

Will Broadfoot, director of Footfall Events & Marketing on unlocking exhibitor potential and improving participation.