The British Home Enhancement Trade Association (BHETA), which owns the Exclusively Show, is to launch the week-long Exclusively Digital on 6th July as a replacement for 2020’s live show. All exhibitors who had booked into Exclusively 2020, which was cancelled because of the Covid-19 pandemic have been invited to take part.
Exclusively Digital will take place on the Exclusively website and take the form of a showcase of new and innovative products that would otherwise have been on display at the live show in the Business Design Centre on 9 and 10 June. The showcase will be promoted to Exclusively’s database of 5,000 UK and international buyers, journalists, bloggers and influencers.
Exhibitors will use their profile page in the exhibitor portal to upload pictures of up to five products or product ranges not previously seen by buyers, together with press releases and videos. A promotional campaign for Exclusively Digital will drive buyers and the media to visit the profile pages, through which they can get in touch with each exhibitor direct.
The Exclusively Digital promotional campaign will include emails and social media posts and the interactive flip book featuring hero products as well as live ‘trend talks’ webinars and ‘trend hub’ videos and trade press advertising and editorial features. The show’s marketing manager, Steve Richardson explained: “By July, buyers will be hungry for new products as the market attempts to return to some form of normality. We want to create an outstanding platform to showcase the best of the industry to the buyers and media. Many in the industry will have not attended an exhibition this year and need inspiration! This is a chance to create something exciting that will get buyers to see the best of the industry.
“We will use Scarlet Opus’s trend forecasts on the Exclusively site to provide a buyer’s guide for the most ‘on trend’ products at Exclusively. We will have daily webinars through Exclusively Week showing buyers ‘What’s on Trend for 2020/21’, videos presenting key products from Scarlet Opus’ extremely popular ‘Trend Hub Display’, and coverage in the flipbook and consumer press. We will also be making more announcements regarding additional features at the digital show.”
The live Exclusively show will return on 15 and 16 June 2021, with bookings already being taken as BHETA carries over exhibitor support and financial commitments.
Commenting on Exclusively Digital, Will Jones, chief operating officer of BHETA and Chair of Exclusively said, “The decision we made to cancel the live show and return in 2021 was the only responsible one we could make. Exclusively Digital is very exciting and is already receiving tremendous support from exhibitors, buyers and media alike. It will be a productive collaborative event celebrating the brilliance and the resilience of the industry.”
Exclusively regularly has over 130 companies and 300 brands participating, representing all the key product categories in the housewares sector and many big names have been part of the show for more than five consecutive years. Retail visitor interest has been increasing over the past few years, a testimony to Exclusively’s ability to evolve. Tried and tested features will remain part of Exclusively Digital in 2020.