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Challenge
- Reposition the brand, due to experiencing a decline in sales and footfall.
- Require a younger visitor demographic.
- Need to have a broader appeal ‘more than just a flower show’.
Solution
- Creating a new logo, colour palette, guidelines and templates for brand consistency.
- Fresh look at signage at the show.
- Creating a new clear theme every year to keep the show fresh and exciting
- Ensured that all imagery and video content remained on brand.
- Usage for all digital and offline channels.
- Illustrates to the public the variety and vibrancy of the show.
- Social media rehaul and management.
- Database update, cleanse and management.
- New responsive website and online ticketing system.
- E-campaign planning and management.
- Offer driven emails.
- Concise messaging and upbeat tone of voice.
Results
- Continually increased YOY sales including increasing post show reaction sales for August/September one year by 300%.
- Above average engagement levels on social channels.
- Increase in social followers on Instagram, Facebook and Twitter.
- Approached by other flower shows for guidance = inspired.
- Peak in media interest, especially pre-show.
- Increase in site visits, session duration and ticket purchases in show month.
- After GDPR cleansing the database still saw a 11% increase YOY.
- Theme attracted more advanced sales and more pre-event excitement, more media coverage gained.
We appointed Liquid after a successful pitch against 4 other companies. I have found working with them an inspiration. Their approach to detail is excellent and they’re always looking to improve their offer. They research all aspects of the brief, coming forward with ideas that they deliver in a timely manner.
Ray Roukin – General Manager. SFS