shop 2010 - easyfairs · shop 2010 ireland’s food, drink, retail & hospitality event...

Delivering the Audience Campaign Analysis 2009/2010

Ireland’s food, drink, retail & hospitality event

A review of the PR and marketing campaign based on previous and proposed activity.

www.shopexhibition.com

SHOP 2010Ireland’s food, drink, retail & hospitality event

Delivering the AudiencePost Show Report 2010

SHOPwww.shopexhibition.com



SHOP 2010 VitAl StAtiSticS 2,301 quality visitors over three days

150 exhibitors All sectors of retail, foodservice, wholesale & distribution and manufacturing attended

Exhibitors were exposed to €185,000 worth of PR in Trade and National Press 40% of exhibitors have already pre-booked a prime position at SHOP 2011

91% of visitors will visit SHOP again in 2011

ViSitORbReAkDOwnby SectOR

buyeRS At SHOP weRe ActiVelySeeking tHe fOllOwing PRODuctS:

“Our first experience of exhibiting at SHOP has exceeded all of our expectations, in terms of both volume and quality of visitors to our stand. We have a significant level of business already committed and a potential source of new business which we could not have expected. This guarantees we will most definitely use SHOP as our principal export to the Irish market.”Managing Director, Mini Donut Factory

CafÉs, Coffee shops,

sandwiCh Bars17%Manufacturers

14%Whole

salers

8%Consul

tanCies

9%

Pubs, Clubs, RestauRants, Hotels

7%

Independent

Grocers,

off LIcenses

, convenIenc

e

stores, for

ecourt

retaILers, n

ewsaGents

30%

Multiple Group

retailers, superMarkets,

syMbol Groups

6%

ContraCt Caterers2%

NoN Food & driNk Products % Architects/desigN ....................................... 7 cAteriNg equiPmeNt .................................... 21 dVd .......................................................................... 5 Forecourt equiPmeNt ................................ 6 FrANchisiNg ....................................................... 5 FurNiture ........................................................... 6 greetiNg cArds ............................................... 9 it/ePos/security/mobile/Atm ................ 9 logistics ............................................................ 6 NewsPAPer/books/mAgAziNes ................. 10 NoN grocery ..................................................... 9 PAckAgiNg ........................................................... 13 Pos/PoP/sigNAge ............................................. 10 reFrigerAtioN/shoPFittiNg ................... 12 tobAcco & relAted Products ............... 8

Food ANd driNk Products %

Alcoholic driNks .............................................. 15

bAkery/cAkes .....................................................22

coFFee mAchiNes & roAsters ..................18

coNFectioNery .................................................21

coNFectioNery/sNAcks ...............................18

dAiry ........................................................................19

Food to go ..........................................................17

FrozeN/chilled .................................................20

hot beVerAges ..................................................13

meAt ANd Poultry ..........................................16

orgANic Foods ...................................................9

PAckAged groceries.......................................9

seAFood .................................................................8

soFt driNks ........................................................15

sPeciAlity/ethNic ..........................................5

Distribution/�transport/Logistics

7%



wHO ViSitS SHOP?Key Decision Makers

of SHOP visitors make the final decision on product purchases

Buyers with BudgetsSHOP 2010 visitors have a combined average

budget of

to spend on food service and food retail related products.

“A lot of good quality Irish food producers and craft butchers improving all the time, will be back in 2011”Buyer, Musgraves

“Great visit, very worthwhile to see what’s going on, looking for catering display units and would spend a significant sum on these each year”Catering Manager, Aramark

67% €424,575,000

Big name Buyers:



ReAcHing yOuR tARget MARketSHOP generated a huge amount of media coverage, from full editorial articles to diary dates and event listings.

A dedicated and focused campaign reached across all media to deliver our target audience.

Here is just a small sample of the media that we have reached so far in 2010 in trade publications and national press through to magazines, targeted local press and online.

MEDIA REACHPRESS

Irish Independent 152,204

Irish Times 114,488

TRADE PRESS

Checkout Magazine 6,222

Retail News 6,437

Shelflife 9,296

Forecourt 4,208

PREVIEWS/FEATURESThe SHOP PR campaign consists of a range of comprehensive previews and features which reach end markets with the core show messages.

SHOP 2010 EDITORIAlS, INTERVIEWS AND SHOWCASES

For the 2011 show our dedicated PR campaign will aim to increase on this coverage. For 2011 we also plan to increase traditional press, magazine and online advertising and direct mail.

“We’ve met the right mix of retail owners and manag-ers, with 25 positive interactions, 10 strong leads and 2 deals as good as closed. This is a very good exhibition for the Retail Sector, and I recommend this exhibition to anybody looking to target Irish Retailers”,Director, Oltech

Belfast Telegraph

Checkout

Craftbutcher Magazine

Daily Mirror

IFSC

Musgrave Magazine

My Food Adventure

Newstalk

Retail Intelligence

Retail News

Shelflife

Star Chic

Sunday Business Post

Trade Fair Dates

Ulster Grocer

Woman’s Way



celebRAting excellence At SHOP 2010Awarding excellence in the Irish food sector, the highly anticipated Product of the Show awards, sponsored by Marla.ie, took place at SHOP 2010 and saw the Simply Honest Food Company walk away with the title of Overall Product of the Show award. Its Chicken and Chili Vol Au Vent also claimed the award for Best New Taste 2010.

Winners include:

Mash Direct with Mash

Direct Potato Cakes

Activeion (Europe)

GmbH with ionator EXP

FloorTech® with Trazcon ® RS Systems

Galberts with Galberts Salads

Simply Honest Food

Company with Chicken

& Chilli Vol au Vent

Irish Atlantic Salts

with Irish Atlantic Salts

Simply Honest Food

Company with Chicken

& Chilli Vol au Vent

“To win the Best New Taste award is a fantastic honour, but to win the Overall Product of the Show Award, with our new Chicken and Chili Vol Au Vent, is an amazing endorsement from our industry. The competition was very high this year, and I am delighted that our product, in the eyes of the judges, was the best for quality, innovation and high food standards.”Rosita Moyles of Simply Honest Food Company

The SHOP Product of the Show Awards, sponsored by Marla.ie is now firmly established as the major event in the Irish food and drink retail industry.

Head judge and Chairman of Marla.ie, John Hickey has stated “The standard of entrants this year was extremely high, and made our job, as judges, very difficult. However, I think this is a great reflection on the number of small manufacturers enterprising in these difficult economic times. The level of innovation and value for money products was tremendous and I hope the Product of the Show awards help to propel these local Irish companies forward in order to make their products more widely available.”

Call fOr EntrIES will commence for the SHOP 2011 Product of the show awards from

January 2011



tHE IrISH CHEESE awardS SPONSORED By SHERIDANS CHEESEMONGERS AND CAIS

“To be crowned the Supreme cheese at the SHOP Irish Cheese Awards is terrific recognition for the hard work that we’ve put into making our cheese the best. We believe this win will have a positive impact on our brand, and open doors in terms of retailers who appreciate and stock quality cheese”,Bellingham Blue cheese producer, Peter Thomas.

This year’s Cheese Awards were created in order to recognise the outstanding talent amongst homegrown Irish cheese producers and provide a platform for local producers to get in front of key decision-makers and buyers from across the food, drink and retail sectors. With over 100 cheeses entered into this year’s competition, the standard was extremely high.

Commenting on the standard is Irish Cheese Awards’ judge, Kevin Sheridan, owner of Sheridans Cheesemongers:

“We’re delighted to have been involved in a genuine Irish Cheese awards event, where we could fill 11 categories with the very best of Irish Cheese. The category ‘new Irish cheeses’ could have been won by any of the entrants as the standard was exceptional”.

The Associated Craft Butchers of Ireland held three very important National awards at SHOP 2010.

1. 2010 Speciality Foods Competition2. 2010 Sausage Competition

3. 2010 Star Shop Award

We are very proud to be working alongside the Association which has many roles in assisting and promoting the Craft Butcher.

ACBI encourages consumers to look for the CraftButcher logo to be sure of having the very best, traceable, traditionally prepared meat available.

SHOP 2010 was once again the proud host of the SCAE Coffee Competition which included the best Irish talent in latté Art, Coffee in Good Spirits & Coffee Cupping.

For competition results visit www.scae.ie

For full results visit www.craftbutchers.ie/newsevents/



wHat HaPPEnEd at SHOP?

“ The quality of visitors has been excellent. We have met the influential people we need to meet. It has been very worthwhile and we will be back next year.”Managing Director, Rota Industries ltd

tHE daIly drawbernard keane from keanes Supermarkets won €1000 at the show and purchased a spider fridge from Anglo-irish.

tHE aSSOCIatEd Craft BUtCHErS Of IrElandA haven for ireland’s butchers, this area for liVe Meat cutting Demonstrations, the national Sausage & Pudding finals and the Speciality foods competition 2010 was buzzing for the entire show.

BarISta wItH tHE SPECIalIty COffEE aSSOCIatIOn Of Europe – Irish Chapterireland’s best barista’s battled it out in latte Art, coffee in good Spirits and cupping championships. barista’s from all over ireland competed for the 3 titles.

tHE rEtaIl dOCtOrSHOP’s resident retail doctor, James burke, diagnosed, treated, and cured retailers issues in minutes. Offering one-on-one advice and sharing 23 years’ experience in the irish food retail sector.



wHat HaPPEnEd at SHOP?

“We’re here to see the independents and have finally got to see faces that we’ve been talking to for a long time as well as making lots of new leads. Been a great show for us and we’ve signed up already for 2011”, Group Sales & Marketing Director, Country Crest

PrOdUCt Of tHE lIVE SHOwProducts were pitched to a panelof expert judges – Dragon’s Den Style,Sponsored by leading design agency Márla.ie

tHE IrISH CHEESE awardS sponsored by Sheridans CheesemongersAnd cHeeSe And wine tASting with Robert Josephand kevin Sheridan This year’s cheese awards were all about the best of IRISH!

Visitors sampled Ireland’s best farmhouse cheeses as they competed for the prestigious Irish Cheese Awards. Taste buds were tested as visitors matched Cheese with Wine at the exclusive Cheese and Wine Tasting Evening with world wine specialist Robert Joseph!

lEarnSHOPS™These free-to-attend, content-rich seminars which address hot industry trends and issues, offer visitors in-depth knowledge of the most recent developments in their field. learnShops™ are independent mini-seminars and brief workshops that add value to the visitor experience while ensuring maximum circulation throughout the fair.

topics include for example:• Trends• Energy management• Unique concepts• Marketing• Fast food & health• New restaurant interiors• How to increase consumer spend

KEynOtE SPEaKErSlearnShop areas at SHOP played host to inspirational keynote speakers who uncovered the secrets of retailing, exploring the benefits of customer loyalty, and surviving the economic downturn.

Do you have clients who would like to present their story in 2011? This could be the ideal opportunity to raise the profile of your products and solutions. Contact: [email protected] for more information.



SUPPOrtErS & PartnErS

“SHOP was an excellent opportunity for us to demonstrate our range of products to the emerging Irish market. The quality of leads was excellent. We won best value for money award and were extremely pleased with this.”Sales Director, Floortech

The following associations supported SHOP in 2010 and plans are already in place to further strengthen working relationships for 2011.

Media and show partners played a key role in our exhibition with excellent coverage to generate both anticipation and excitement.

And a very special thanks to the five County Enterprise Boards who assisted their local artisan producers with exhibiting at SHOP.

aSSOCIatEd Craft BUtCHErS Of IrElandThe Associated Craft Butchers of Ireland will hold its National Product Awards Finals at SHOP 2011, in a dedicated pavilion. www.craftbutchers.ie

rGdataTrade body for grocery retailers throughout Ireland. www.rgdata.ie

SPECIalIty COffEE aSSOCIatIOn Of EUrOPEMarket the art of coffee making in Ireland. Members and sponsors supply retailers of coffee and coffee making equipment. www.scae.ie

Marla.IEOne of Ireland’s leading Marketing, Design & Web Communication Agencies. Marla.ie are dynamic, creative and passionate about delivering results. www.marla.ie



SHOP & EaSyfaIrS

aBOUt EaSyfaIrS

In December 2009, easyFairs, the leading organiser of time & cost-effective trade shows was proud to acquire two prestigious food and drink shows from the Dublin-based exhibition organisers Expo Events and

Mercury Event Management: SHOP in Dublin and IFEX in Belfast.

easyFairs® is the world’s leading international organiser of time & cost-effective trade shows. We make it easy for goal-oriented exhibitors and visitors to do business in a focused and professional environment.With headquarters in Brussels and an international network of offices, easyFairs runs shows in Austria, Belgium, Colombia, Denmark, Finland, France, Germany, Ireland, The Netherlands, Norway, Spain, Sweden, Switzerland and the United Kingdom. easyFairs® brings the show to the heart of the market.

More info: www.easyFairs.com

At the time, Jean-Francois Quentin, COO of easyFairs® stated… “ We are absolutely thrilled

to acquire this prestigious and high-profile event. The easyFairs Group has already successfully

acquired and organised shows in the retail food and drink and hospitality sectors in Benelux and the Nordic region. We are confident that in Ireland the easyFairs concept is likewise a perfect fit for SHOP.”

Gerry Murphy, Chairman of Expo Events, and Killian Byrne, Managing Director of Mercury Event

Management, endorsed this view: “ We are proud of the work we have done in developing these

shows and wish easyFairs success in taking them to the next level. We have been very impressed by

easyFairs’ approach and the company’s strong international presence. Our exhibitors can have

every confidence in easyFairs as their future organiser.”

easyFairs UK& ireLaND www.easyFairs.com

TeL: +44 (0)208 622 4411Fax: +44 (0)208 622 4412

SaleS DUBlInMargaret anDreUcettI

expo eventS tel: +353 1 295 8181

eMaIl: margaret.andreucetti @expo-events.com

SaleS BelFaST

Caroline MCGuinneSS

Tel: +44 (0)28 9068 3331

eMail: caroline.mcguinness

@easyfairs.com

SaleS lOnDOnlUCY RIDDeTT Tel: +44 (0)20 8622 4496 emaIl: lucy.riddett

@easyfairs.com

shop 2010 - easyfairs · shop 2010 ireland’s food, drink, retail & hospitality event...

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