National Self Build & Renovation Centre Multi-channel content marketing sends leads through the roof

Background

The National Self Build & Renovation Centre is the UK’s only permanent exhibition centre dedicated to self building or improving a home. The centre holds a number of shows each year, which aim to inspire and educate those looking to start a major home improvement project. The show gives visitors access to a wealth of the latest products, exclusive free seminars and impartial advice and guidance from the experts, all under one roof.

The NSBRC asked us to devise and implement a strategy to increase the number of people attending this year's June show.

Approach

We worked closely with the NSBRC team to produce a content strategy, which included a series of messages shared across multiple digital channels, to steadily build interest and encourage people to book tickets. A new visual look was created that built on brand guidelines and helped make posters, adverts, emails and social media graphics stand out.

We produced a series of pages for the website offering sneak peeks of what to expect and steadily published these in the run up to the show. Emails and social posts were scheduled to link to these pages on the website and encourage people to book their place.

With up to 65% of the NSBRC’s subscriber list opening email on a mobile device or tablet, we created a brand new responsive email template to make sure everyone would see a fantastic looking message in their inbox.

Five promotional videos were produced, highlighting the experts who would be appearing at the show. These videos were uploaded to YouTube, embedded on the NSBRC website, shared across social media and featured within emails.

Finally, we ran a targeted AdWords campaign and set up Facebook ads to raise awareness with people who were yet unaware of NSBRC and the fantastic show coming up.

Results

Booking numbers increased by a healthy 32.8% over the previous year, a fantastic result given that several other house improvement shows were held in the same period of time. Leads from the event were up by 44%, a fantastic indication of the quality of people visiting and great news for exhibitors.

Advertising for the event on AdWords and Facebook had over 1,000,000 impressions and sent over 2,500 people to the website. A large proportion of attendees were new to the centre and showed the value of targeted digital advertising. The videos produced were viewed 4,060 times in total before the event and our email campaigns led to almost 1,700 click throughs.

We were delighted with the results and so were the NSBRC. We can’t wait to begin work on promoting their next show.

“We decided to maintain the strong ‘National Self Build & Renovation Show’ brand and extend the show to 3 days. With RKH’s input, we produced a more attractive and compelling campaign and extended our digital reach via new videos and AdWords” - Harvey at NSBRC.