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Borders Book Festival – Read all about it !
Bright Light Marketing has recently completed an evaluation of the 2011 Borders Book Festival which was held in June in Harmony Gardens, Melrose. The Borders Book Festival is a key cultural event in the Borders event calendar and the festival over its four days has a major economic impact on the Borders economy. It is also one of the leading book festivals in the whole of the UK.
Bright Light Marketing carried out a major economic impact study for the Borders Book Festival in 2010 which gave the Borders Book Festival a comprehensive view of not only the economic impact of the festival but also the customer profile of those attending the festival. The 2011 evaluation built upon the 2010 report and specifically looked at the attendance figures, geography and travel patterns of customers, demographic information and customer’s experience of the 2011 Borders Book Festival.
Some of the Key findings of the 2011 report are:
• 2011 has seen yet another massive increase in attendance with audience numbers 23% up on 2010.
• The 2011 Borders Book Festival attracted 36% of its audience from outwith the Scottish Borders a 5% increase on 2010 figures.
• Of the visitors from outwith the Scottish Borders 49% stayed in overnight accommodation - an increase of 5% from 2010.
• There has been an 11% increase in the excellent rating for the 2011 Borders Book Festival which is a remarkable achievement, and a huge accolade to the Borders Book Festival staff and volunteers.
• Awareness of the Festival has grown and areas of increase are;
o Local Press +6%
o Mailing List +13%
o Word of Mouth +1%
o National Press +7%
o Other + 7%
This research is really valuable to the Borders Book Festival as it gives them greater insight into their customers and allows the festival to improve year on year. It is also vital information to share with stakeholders and sponsors.
Events make a vital contribution to local economies and give people reasons to visit an area and return. However like any product you need to know who your customers are and why they buy your product. Research like this is not costly to carry out. Yet carrying out this research can allow you to improve your product offering, expand your customer knowledge and ultimately allow you to sell more in the future.
For more information on how research can assist your business contact Fiona Drane on 01750 505053 or email fiona.drane@brightlightmarketing.co.uk.
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