Today (Monday July 6) marks the opening of Exclusively Digital: the 2020 replacement for the British Home Enhancement Trade Association (BHETA)’s Exclusively Show, which was cancelled because of the Covid-19 pandemic.
Exclusively Digital is taking place throughout this week on the Exclusively website (www.exclusivelyshows.co.uk) and takes the form of a showcase of new and innovative products which would otherwise have been on display at the live show. All the exhibitors booked into Exclusively 2020 were invited to take part.
Exhibitors have uploaded pictures of up to five products or product ranges not previously seen by buyers via the Exclusively exhibitor portal, together with press releases and videos. Buyers, journalists, bloggers, and influencers can visit the profile pages, through which they can contact each exhibitor direct.
BHETA said: ‘Exclusively Digital has been heavily promoted to buyers and the media and ‘turnout’ is expected to be large, as the industry comes together to showcase excellence.’
Jo Evans, head of marketing at Spontex, said: “Attending Exclusively is one of the key highlights in our calendar, so we were delighted when we heard that the format was being adapted this year, giving us a great opportunity to showcase our brand and share our new products.”
The Exclusively Digital promotional campaign has included emails, social media posts and trade advertising and editorial; an interactive flip book featuring hero products; online versions of Exclusively’s ‘trend talks’ from trend forecaster Scarlet Opus; and ‘trend hub’ videos.
The show’s marketing manager Steve Richardson explained: “We’ve turned exciting features of the traditional show such as the seminar schedule, trend talks and media hub into their online equivalents and added new attractions such as the Launchpad [which is] especially for new products from smaller companies taking part in Exclusively for the first time. The whole ‘event’ is a collaborative celebration of the brilliance and the resilience of the industry – and not to be missed!”