EVENT
INDUSTRY SCOPE
In normal circumstances, millions of people across the globe attend converts and festivals throughout the year. However, during these unprecedented times of lockdown the live event market has been forced to adapt – it has been providing virtual events as a safe alternative and attendance numbers have been maintained at their normal levels. This market shift within the digital event landscape has opened up a wealth of new opportunities and it is the brands that are able to adapt to the market that are thriving. Audiences are glued to their screens when provided with engaging and enticing events. Promotional campaigns are also playing their role in keeping audiences numbers up. This case study includes how we designed a successful promotional campaign for the East End Spice Festival that was instrumental in promoting the brand to new audiences. By targeting relevant audiences we hooked new attendees and boosted event sign ups that later translated, through conversions, into a high ROI for the brand.
THE BRAND
EAST END FOODS’
SPICE FESTIVAL
East End Foods, founded in 1972, has grown to be one of the largest importers, sellers and distributors of Asian foods in the United Kingdom and has a yearly turnover in excess of £180m. The vast majority of their business has historically been from the UK’s large South Asian community, but the versatility of pickles and the dynamism of the market persuaded them to broaden their horizons. We were required to develop a communication strategy that revamps their brand positioning and expands its market share not just in one niche but across the whole community. They wanted to shift the behaviors of consumers towards purchasing traditional pickles. Yet, they also wanted to retain the strong reputation they had built over the decades as being the best suppliers of pure and authentic Asian foods and ingredients, which has traditionally appealed to families missing food from ‘back home’.
PROJECT
OVER VIEW
To increase the trust of consumers in the brand the event’s main objective increase their interactions with the brand. We designed a promotional campaign, employing effective strategies and techniques via adverts for increasing event registrations and awareness through reliable tactics. Each campaign is designed to push social contact and grasp the attention of existing and non-existing customers, to build sustainable rapport that result in consumer trust and later in passive sales. For this purpose we established empowering connection with audiences through value packed content and by giving sneak a peak of the event that creates a buzz in the town.
BASELINE
RESEARCH
To attract a diverse consumer base from all around the UK, we needed to understand all of them to their core. Crafting campaigns and communication tactics that connect with consumer, customers and prospects in meaningful way, was possible by critically conducting market analysis. We measured the interest levels that trigger potential buyers. On the basis of these measures and indicators, we designed a pragmatic and purposeful communication strategy that creates lasting impacts.
NEUROLOGICAL
UNDERSTANDING
OF All Attendees
By conducting background research, observing human interactions and analyzing literary techniques we developed a keen understanding of consumers of all backgrounds and saw how these relate to the food industry. From practice related research to consumer neurological research, we have keenly evaluated all segments of the consumer base. We further evaluated which communication styles suit each identifiable section of the consumer base; these empirical approaches help us to dig deep into the factors that help us to promote events. The main objective was underpinning the success by campaign creation and execution. Data mining and analytics also played a significant part in understanding the context and driving forces behind those behaviors, helping us in designing a successful campaign
CAMPAIGN SCOPE:
The campaign scope was to measure how to achieve maximum productivity and value for the brand, while maintaining budget constraints. This helped us to:
- Generate maximum no. of registrations
- Increase the ratio of active community members
- Create new revenue streams
- Increase new customer acquired ratio
- Build awareness among market and affinity customers
- Create onsumer demand
- Expand the market scope
- Entice existing and non-existing audiences
- Achieve a sustainable business positioning
- Influence socio psychological factors
- Brand build
GOALS
We designed the event’s promotional campaign to effectively reach out to relevant, influential and diverse target audiences. This was carried out with the help of market insights, research and deep-rooted consumer awareness. By understanding the personalities and interests of people, we came up with a strategy that had synergy with audiences; it delivered impactful results by targeting the most affluent families in key cities..
Challenge
We aimed to fulfil many objectives such as to increase company awareness, improve company image and demonstrate its community responsibility, all within budget constraints. We wanted to capture authentic content that compliments life and the credibility of the brand. For this purpose, we crafted a campaign that resulted in maximum leads and conversions. A communication strategy that develops correlation between the depth of an event and the trigger points of consumers is a must.
STRATEGIC DRILLDOWN
By understanding deep insights, consumer and stake holder’s neurology and market dynamics, we planned milestones for the brand that turned in to a road map for event success. Each advert was aimed to touch and trigger consumer interests and desires, making them want to be the part of event. Establishing strong connections with the brand was the result of an action driven creative strategy that persuaded and generated intent among leads.
ESTABLISHMENT OF
BRAND VOICE
AND TONE
We aimed to develop a brand voice that connects with audiences at a deep level. The focus of East End is its customer centric brand facilitates: to provide for customers in the best possible manner. We carefully created a brand tone that is sincere, inspiring and fun, to reflect the brand’s identity. A strong brand voice helps to establish a distinctive positioning among competitors. These tones remain constant in all campaigns which helps to establish a constant impression and increased consumer trust. In this campaign especially, fun and excitement were used in the brand tone to engage with dynamic audiences. This create a buzz effect that results in event success.
THE CREATIVE CONCEPT
AND VISUALIZATION
While exploring the brief for the campaign along with brand team, certain facts were focused upon; those considered as the event’s USPs, which created the theme for the script and concept. Various activities such as live cooking, meet and greets with top chefs, live artists and DJs ensured the entertainment kept going all day. There was also food sampling and a factory tour. In each campaign, from the storyboarding stage to execution, these elements remained as the focal points. We visualised the event before it actually happened to create the sensation and adrenaline that trigger the excitement in viewers from diverse backgrounds. Through colors, visual effects and music or CGI and animation, our team took to on the challenge to create the most compelling campaign.
