Marketing
reports to webinars , online tastings , and sponsored videos , relevant to our buyer audience . The platform also has a comprehensive database of food and drink producers , who have the option to register for free with a basic account , or upgrade to include elements like virtual showroom and the option to reach out to buyers and request meetings . It ’ s a step into the unknown for us . Not only is it a new digital offering that both marketing and sales have to learn to sell effectively to our audience , it ’ s also a platform which requires us to be planning ,
Sam Chance managing , hosting and marketing a wide range of content .
It ’ s all about engagement While there have been challenges ranging from technical to manpower to engagement , the benefits have been huge for the show brands . We ’ re engaging with key industry buyers and brands throughout the year , building those relationships ahead of our live events and providing opportunities for them to engage with the learn from their peers . Those pre-reg non-attendees were unable or unwilling to attend the live event for any multitude of reasons , but they ’ re still with us , watching seminar content from the event , arranging meetings with producers they couldn ’ t meet in person and learning from their peers – all through Connects . We ’ re also building a community of buyers and producers that has never engaged with our brands before , particularly international buyers who might not have the ability to attend live events in the UK but who are interested in the products and thought leadership we ’ re showcasing .
With an online platform there is the ability to take deep dives into niche subjects and issues that wouldn ’ t have the general appeal needed for a session on a keynote theatre stage . From specific technical changes in industry regulation and legislation to targeted regional debates , we can address the needs of smaller subsections of our audience . In doing so we ’ re naturally and organically growing the presence of our brands , associating with key buyers and industry leaders , and reliably placing our suppliers in front of their target audience throughout the year . As I say , it ’ s still early days , but it ’ s long been the conventional wisdom in the world of exhibitions that a ‘ 365 approach ’ is the way forward . Perhaps one positive to come out of the past 18 months is that it ’ s finally prompted us to take the leap . Check out Speciality & Fine Food Fair Connects at specialityandfinefoodfairs . co . uk EN
“ The question is … what can we as marketing professionals do to make up the difference , fill our venues and satisfy our customers ?”
Autumn — 21