The Kimberley Christmas Market is a community event based in Nottinghamshire, which has been running since 2012. Each November, various venues such as the Parish Hall open their doors – and, in more recent years, James Street in the town is closed off to traffic – to allow people to browse various stalls, buy food and drink and generally soak in the Christmas atmosphere. There is even a special visitor in Santa – who has his very own grotto. The market supports local charities and raises a considerable amount every year for the community.
With 4 successful markets behind them, Kimberley Christmas Market was expanding for the first time, adding James Street into the space available for stalls. With this expansion, they needed to raise the profile of the event and increase its marketing presence to ensure its success. Primarily, they required a new website which would showcase the stalls on offer, as well as directions on how to get there, information about the charities that they are supporting and FAQs so that people could find out all the information they needed for their visit. In addition to a website, the market needed branding which could carry across to printed materials such as posters, banners and flyers, as well as a social media campaign to raise additional interest.
Looking at feedback from previous events and data from Google Analytics we could see how the public was interacting with the website and marketing and were able to make improvements to attract more interest. At the core of our work, we designed a Christmas themed branding that pushed through all of the marketing material to keep everything consistent. This ensured that we could deliver both a traditional marketing campaign including printed flyers, leaflets and posters around the area to appeal to the older generations and social media campaigns to attract a younger generation. The branding was also extensively used on the new website, which showcased the event.
The website and social media campaigns delivered high number of interest and visitors. Combined with the printed material, this resulted in the Christmas Market being a huge success with a record number of businesses and visitors coming on the day.
“It was great to be able to work with a local community event; we had visited the Christmas Market in the past and were delighted to help it to reach its full potential through a targeted and bespoke marketing campaign.”Sam Briggs, VItty Managing Director