Crufts 2015 Show Report

Transcription

1 Crufts 2015 Show Report

2 Crufts Show Information Crufts was held from 5 th 8 th March Now in its 125 th year, Crufts is the biggest dog event in the world, playing host to around 160,000 visitors and 20,000 dogs. Crufts is ultimately a celebration of all dogs. It celebrates working dogs and it hails hero dogs through the Friends for Life competition. Rescue dogs are celebrated in the rescue dog agility competition and the speed and agility of dogs is celebrated in the ever popular competitions of Flyball and Heelwork to Music. It is also a shopping extravaganza, with hundreds of trade stands situated across 5 exhibition halls of the National Exhibition Centre, Birmingham. More information:

3 Our Stand We exhibited Nerf Dog and Fisherman s Daughter food and treats on an 8 x 5m space only stand area. A central display and storage unit was built, with Nerf Dog on one side in a 4.5 x 5m space and Fisherman s Daughter to the other, in a 2m x 5m area. Our stand was situated in Hall 4, close to the connecting stairs between Halls 4 and 5 and so in a good traffic area. An extra tall graphic banner was used to enhance visibility across the hall. Stock was merchandised on slatwall built into the stand, or in dump bins with offer deals clearly displayed. We were joined on the stand by Robert and Jill Angell, the creators and brand owners of Fisherman s Daughter.

4 The Calm before the Storm

5 The Calm before the Storm

6 It got busy...very busy!

7 The Reaction! The consumer reaction to Nerf Dog was simply staggering. Some people were amazed they could buy a Nerf Dog toy. Some had previously bought the toys and were all positive about their experience. We even had children dragging their parents across the hall as they had seen the Nerf logo and love the brand! The best selling toys were the uniquely Nerf items which we could demo on the stand. Both the catapult slinger (we sold out of the 100 we took and could have sold more) and the ball stomper (234 sold) went very well, as did the Jai Alai thrower and the 6cm floating tennis ball (196 sold of each).

8 Sales & Marketing We sold all products directly from the stand every manufacturer sells at Crufts, it is expected by the public that they can buy what they see at the event. Show deals were created to make buying easy and encourage consumers to trade up their single toy purchase 3 each or 2 for 5; 4 each or 3 for 10; 6 each or 2 for 10 etc. We took both cash and card payments on the stand. With every purchase, consumers received a free Nerf keyring, along with a promotional flyer, in a Nerf/Fisherman s Daughter bag. The bags also featured our stand location, to act as a promotional tool throughout the halls. Our team wore Nerf Dog polo shirts, with the It s Nerf or Nothin slogan embroidered onto the sleeve.

9 Sales & Marketing Two full page adverts were included in the Crufts Official Show Guide. We posted on the Nerf Dog page before and during the event and a post was added by Hasbro to the global Nerf page (1.6m followers) prior to the show. As part of our Nerf Dog agility support programme for 2015, we sponsor the North Derbyshire Youth Agility Team who competed on the Saturday morning. The four team members visited our stand for a photo opportunity...and a few free toys!

10 Adverts in the official show guide

11 The North Derbyshire Youth Agility Team, sponsored by Nerf Dog

12 The Final Figures The intention of selling direct was never to make an overall profit, but to get Nerf Dog toys into the hands and minds of thousands of dog owners. Sales exceeded our initial expectations. Total takings over the 4 days: 14,696 (avg 3674 per day) Overall blended margin: 42.3% Gross profit: (which will go towards event costs) We sold 2512 Nerf toys during the event.

13 Nerf Dog sales by QTY

14 Nerf Dog sales value (Hagen cost)

15 Fisherman s Daughter sales by QTY Fish Treats Salmon Cookies 200g Fish Treat Cod Cubes 150g Fish Treats Cod Fingers 150g Fish Treats Cod Rolls 150g Fish Treats Redfish Salmon Oil Scottish Comp D/food Rolls 150g 300ml Bottle salm/potato 1.35k sml kibble Comp D/food Salmon/Potato 10kg Lg Kibble Comp D/food Salm/Potato 1.35k Lg kibble Comp D/food salmon/potato 10kg sml kibbl

16 Fisherman s Daughter sales value (Hagen Cost) Fish Treats Salmon Cookies 200g Salmon Oil Scottish 300ml Bottle Fish Treat Cod Cubes 150g Fish Treats Cod Fingers 150g Fish Treats Cod Rolls 150g Fish Treats Redfish Rolls 150g Comp D/food Salmon/Potato 10kg Lg Kibble Comp D/food salm/potato 1.35k sml kibble Comp D/food salmon/potato 10kg sml kibbl Comp D/food Salm/Potato 1.35k Lg kibble

17 Thank You Thank you to everyone involved in making this event such a success, especially those who manned the stand from start to finish. They were long, hectic days and the team did a fantastic job. We will be back in 2016!