Relationships: Working with Fantastic British Food Festivals

4 min read
Jonny Pathan
A cookery demonstration at one of the Fantastic Food Festivals

Sometimes case studies aren’t enough to convey the whole depths of a working relationship. This is why we’ve decided to start a series called “Relationships” which delves into the detail of what it means to work with the WATB Team. Each article we produce is with the express permission of the client.

Relationships.

We’re kicking off the ‘Relationships’ series with Fantastic British Food Festivals (FBFF), one of our longest running clients. FBFF organise quality food and drink festivals for passionate foodies; working with great venues, wonderful food producers and talented chefs at beautiful locations across the UK to provide outstanding events.

We’ve been with FBFF since the beginning, back when these festivals were just an idea. Today, these Food Festivals have grown to be wildly popular and are all around the south of England, attracting thousands and thousands of foodies from across the country.

How did it begin?

As with a lot of relationships, a mutual friend introduced us and the rest is history. One of our first projects was to create an identity for FBFF itself. We started with the logo and wanted something that could be used across festivals going forwards. The idea was to create variations of this logo for each regional festival too, only highlighted by colour. Take a look below to see what we created.

A digital example of some Fantastic Food Festivals Logos

As you would imagine, over the three years we’ve been working together there have been variations, spins-offs and multiple logos under the FBFF brand. We’re really proud that we’ve been, and continue to be, part of that process.

After the identity phase, and as the brand started to grow, the first few design jobs for digital and printed materials, such as festival posters, banners and programmes started to come in. Here’s an example:

A selection of Fantastic Food Festivals Stationary

The brand continued to grow and the festival locations started to multiply. It was time to build a website for the brand. The initial idea was to attract stallholders, sponsors and chefs to the website. This meant creating a website that wasn’t fully consumer facing but had enough content to satisfy all types of visitors. The site is actually three years old now, but is still a huge part of the brand, attracting around 5,000 visitors a month.

Demo of a Fantastic Food Festivals web page
The website displayed on a tablet

Hopefully, that gives you an insight into how our relationship began, which through constant conversations with the guys over at FBFF, was a smooth and collaborative process from day one. In fact, our relationship was blossoming so much that we decided to get some TCE (FBFF’s parent company) some cupcakes to say ‘thank you’.

Branded cupcakes for the team and their team picture

How does it work on a day to day basis?

Three years on and we’re still working together on an almost daily basis. Our team has grown, their team has grown, and the systems we use have grown. Nowadays, tasks, projects, ideas and edits come through via email, are assigned a job reference number and a person, pushed to our task management software and tracked throughout their lifecycle. This allows us to index and search for jobs at lightning speed and at ease. It also allows FBFF to recall any job we’ve done at any time and we can pull up notes, files and a history of what we did.

“In the events world, briefs and requirements change all the time, and we quite often have to approach WATB at short notice for their help. They have never let us down. No matter the size or type of job, we know that WATB will deliver on time to the highest specification.”
– Liz Lewis

Where are we now?

We’ve been lucky enough to work on some amazing work for the food festivals over the last few years, and a lot has changed since the start of our relationship. We’ve created a HD48 Billboard and some posters for advertising on the London Underground, all of FBFF’s brand guidelines are online and downloadable, the website is using the latest build techniques, staging processes and modern deploying tools. We’ve slowly refined our working methods into a slick process for all of us with the understanding that there is always room for improvement.

The food festivals themselves have grown exponentially and become known around the south-east for being great family days out, over 22,000 visitors visited the Blenheim Palace Food Festival this year alone!

Food Festival Billboard in Wimbledon

As with all relationships, it takes both parties to be as involved as each other. Collaboration, continuous communication and trust are vital. We feel like we’re still in the early stages of our relationship but we have so far ticked all of those boxes. Long may it continue.

FFF cookery demonstrations and audiences
A selection of photos from FFF at Bleinheim Palace

View our case study to see more of the work we’ve done for FBFF.

Find out more about Fantastic British Food Festivals or watch the video below!

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.

Remember

Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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