The first day of the Knitting and Stitching show saw record number of visitors flocking to the exhibition at Harrogate International Centre between 25-28 November despite poor weather conditions. This continues the organiser’s trend for increased attendees across their portfolio of craft shows.
The success of the event can be largely attributed to the organiser’s pioneering marketing strategies and focus on client needs.
Knitting and Stitching organiser, Andrew Salmon from twistedthread said: “The exhibition was a great success. It started fantastically on the Thursday with huge numbers. However, the icy conditions created challenges during the weekend. The exhibitors had brisk business and they loved it as was clearly demonstrated by the superb testimonials we have received.”
The twistedthread portfolio of shows has remained popular despite the recession because of their professional and creative marketing strategies, including:
• Data Quality and Use – High quality databases have been developed and maintained to target highly segmented groups through direct mail, emails and adverts. • Long distance coach transfers – Using their data, the organisers were able to target and transport specific audiences from around the country directly to the event in Harrogate.
Salmon continues: “Whilst The Knitting and Stitching Show was taking place, Gok’s Fashion Fix, starring Gok Wan was being filmed in The Royal Hall. Gok did come in to see The Knitting and Stitching Show and was very impressed – he said it was like haberdashery porn! In fact, on the Thursday, he chose to stage his Recipes within the Show which caused a great deal of excitement amongst our younger audience in particular.”
Testimonials and comments included:
“An essential date for everyone’s diary… this annual extravaganza is not to be missed. A knitter’s paradise – Woolaballoo is selling out of stock faster than Take That!” Lucy Bush, owner, Woolaballoo
“What a wonderful fair in spite of the terrible weather! We were busy every day and even whilst the heavy snow was falling on Sunday. I thoroughly enjoyed myself! Well done Twisted Thread yet again.” The Cross Stitch Guild, managing director, Jane Greenoff
One of the visitors from Birmingham said: “It is wonderful to be here especially on a day like this. I was able to do some great shopping and find new products and ideas. It is brilliantly organised and the transport to the event was great.”