The brief
Clerkenwell Design Week is a key annual event for the commercial interiors market. It presents the biggest opportunity of the year for UK manufacturers to reach a vast international audience of architects and designers.
For our client, leading British furniture designer and manufacturer, Roger Lewis, the event was chosen to launch a new contract offering and bespoke design tool.
Hattrick was tasked with creating and executing end-to-end event management – from launching a social media competition to creating an unforgettable visitor experience for the show’s guests – with activity complementing the overall annual marketing communications strategy.
Objectives
- Showcase the three hero product collections: Kyoto, Sintra and Onyar for workplace and hospitality settings
- Launch The Customiser to the show’s A&D audience, illustrating its uses and benefits
- Drive visitors to the Roger Lewis website
- Secure press coverage in key industry titles
- Demonstrate the core team’s wealth of design expertise through a speaking opportunity
- Engage stand visitors visually, encouraging them to share their images on Instagram
- Capitalise on event attendance through photography and videography for Roger Lewis’ owned channels
Target audiences
- A&D: Hospitality & Workplace sectors
- Furniture dealers
Activity
To ensure that Roger Lewis saw maximum results from its Clerkenwell Design Week attendance, Hattrick created a strategy that considered the lead-up, the event itself and post-show activity.
Event lead up:
Products
- New creative direction and product photography for hospitality/workplace segments
- CDW stand design concept developed by the same creative director, CollectiveHQ, to ensure one vision for all visual output across complementary trend-led fabrics and accessory sourcing to bring the stand to life
- Inclusion for Roger Lewis products in all pre-show CDW marketing activity
- Giveaway tote bags and postcards designed and printed for key visitors
The Customiser Challenge
A competition launched on social media and the CDW stand to engage A&D community pre and during the show.
- Three leading interior agencies briefed to create their own design using The Customiser software
- Finished patterns printed onto fabric and upholstered to a Roger Lewis Sintra chair
- Designs went head-to-head in a social media competition
- In event run-up, ‘sneak peek’ updates of the designs in-progress shared on the Journal and social media channels
- Organised the invite list for winner announcement event, which included a VIP drinks reception
- Issued an announcement press release to all industry trade titles
During the event:
- Supported on the stand throughout the festival, liaising with potential prospects & journalists
- Captured activity for social media and the Journal including photography and video interviews with Roger Lewis team
- Managed VIP drinks reception
- Issued press release announcing the winner of The Customiser Challenge
Post-event:
- Followed up with key press to secure inclusion in post-event round-ups
- Populated website with photography/video interviews
- Shared imagery on Instagram, followed new connections and reposted other users’ photography of the stand
- Wrote a post-event round up for the Journal
- Thanked all participants of The Customiser Challenge & event attendees
Result
- New look & feel for Roger Lewis positioned the brand for the hospitality and workplace sectors
- Bank of photography & video content secured
- Great feedback from the industry on new ranges and The Customiser
- Increase in website traffic & engagement during CDW week
- Page views up almost 50%
- Direct traffic up 104%
- SEO (+11%) and social (+52%) key referrers
- 11 pieces of media coverage secured (60%+ in B2B interiors)
- ‘One to watch’ accolade awarded by Eporta
- Speaking slot secured for managing director Marc in panel discussion hosted by a global flooring manufacturer
- Live streamed on IGTV by design journalist Katie Treggiden (with over 17.7K followers)
- Instagram engagement increased by 278% for April & May