The Brand Showcase is returning to the co-located London trade shows Exclusively Housewares and Exclusively Electrical, which take place on June 11 and June 12 at the Business Design Centre in Islington.
BHETA (British Home Enhancement Trade Association), which owns and organises the Exclusively Shows, said: ‘This initiative is a unique opportunity for exhibitors to get their products in front of leading consumer journalists, editors and bloggers.
‘The Brand Showcase is fundamentally an edit of the main show itself, 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, without having to take too much time out of their day. They are given a brand catalogue and gift bag of items to take away and test.
‘Post-event, the Exclusively Shows team follows up with those who attended to help secure coverage for participants. Exhibitors’ press releases and high-resolution images are also available for download via the Shows’ website, making it easier for journalists to feature products.
‘Traditionally the British press start looking at potential gift and gadget ideas to feature within their lucrative festive season editions at the beginning of July – so Exclusively exhibitors will be on their radar, ahead of the competition, within our Brand Showcase at the show in June. The opportunity to have products placed within key titles in the lead-up to Christmas can make a huge impact in terms of product sales both in-store and online.’
In 2018, BHETA estimates that the media coverage resulting from this initiative reached more than 16 million consumers (based on title readership figures and published daily unique visitor numbers to online portals).
Titles that participated in 2018 included ‘GQ’, ‘Hello!’ online, ‘Good Housekeeping’, ITV’s ‘This Morning’ , ‘The Sun’, ‘Daily Mail’ online, ‘Ideal Home’, ‘Take a Break’, ‘House Beautiful’, ‘Sainsbury’s magazine’, ‘Good Homes’, ‘My Weekly’, ‘Heat’, ‘Home Style’, ‘Living Etc’ and ‘Stylist’.
PR consultant Richard Watts, who manages the Brand Showcase, commented: “The Brand Showcase is fast establishing itself as a must-attend stand-alone event within the lifestyle press sector.
“This is hugely exciting for us as a team and for the opportunities it opens up for our exhibitors, both in terms of brand visibility to consumers and ultimately as 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 success.”