The organisers of Exclusively Housewares and Exclusively Electrical (June 11-12 at London’s Business Design Centre) have confirmed that its Brand Showcase (introduced in 2017) will again be a key feature for the shows, attracting the attention of leading consumer journalists, influencers, tv editors and bloggers.
The initiative provides a unique opportunity for exhibitors to get their products in front of consumer media. In 2018, it is estimated that the media coverage resulting from this initiative reached a staggering 16M + consumers (based on title readership figures and published daily unique visitor numbers to online portals).
The Brand Showcase and Press Gifting Room at Exclusively Shows creates an edit of the main shows, dedicated to promoting exhibitors to the British lifestyle press and leading media influencers. Journalists are invited to see event highlights in one space quickly and effectively.
This year sees a new logo for the showcase, plus a new design for the Brand Showcase area, on online press portal (for easy access to press releases and high resolution images) and ‘Christmas in June’ highlights, providing timely gift inspiration for journalists as they plan their festive editions.
Feedback on last year’s Brand Showcase included appreciative comments from Alison Davidson, the Homes & Interiors editor of House Beautiful magazine, who said:” I don’t always manage to get to Exclusively Housewares, but I was so glad I did this year, it’s not until you see the products and have them explained to you, that you wonder how you ever lived without them! Some fantastic clever and time-saving solutions to make each day that little bit easier. And having the latest trends grouped together made it so much easier.”
Other titles that participated and featured brands in 2018 included: GQ, Hello! online, Good Housekeeping, ITV This Morning, The Sun, Daily Mail online, Ideal Home, Take a Break, Sainsbury’s magazine , Good Homes, My Weekly, Heat, Home Style, Living Etc, Stylist and many home influencers.
Each journalist is given a brand catalogue and gift bag of items to take away and test. Post event the press office team follow up with those who attended to help secure coverage for participants.
‘’The Exclusively Brand Showcase is fast establishing itself as a must attend standalone event within the lifestyle press sector,” says Exclusively’s Brand Showcase manager Richard Watts. “This is hugely exciting for us as a team, and the opportunities it opens up for our exhibitors, both in terms of brand visibility to consumers and ultimately a route for increasing product sales. Journalists are already reaching out and asking for details on this year’s event and we are looking forward to building on last year’s successes.’’
Last year’s coverage included Emily Leary from ‘A Mummy Too’ blog, who demonstrated exhibitor products from the showcase to her 35k strong Facebook audience, award-winning blog Greedy Gourmet posting brand highlights to their 27k instagram followers and young British foodie YouTube star ‘In the Kitchen with Kate’ presenting a showcase goody bag haul to her 200,000+ subscribers.
Grazia daily online also featured T&G woodware in a piece on engagement gifts, The Sun showcased LSA for its Lust List, while idealhome.co.uk put together a full feature on Swan’s collaboration with Fearne Cotton.
Top: Journalists and bloggers appreciated last year’s Brand Showcase held at the Exclusively Shows.