Chorley Flower Show

Chorley Flower Show is a three-day event celebrating all things gardening, recently shortlisted for 'Small Event of the Year' at the Lancashire Tourism Awards 2023. Offering visitors the chance to meet gold-medal-winning exhibitors, shop from a wide range of trade stands, and enjoy family-friendly activities like competitions, food and drink, horticultural demonstrations, and live music. It’s the perfect day out for garden lovers and families alike.

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the challenge

The summer of 2024 brought some of the most miserable and unpredictable weather in years, heavily impacting ticket sales for the outdoor event. The show's organisers faced a major challenge: slow sales that struggled to gain momentum, as many potential attendees were hesitant due to weather concerns. With no structured strategy in place to adapt to these changing conditions, the show was missing key opportunities to drive last-minute interest and capitalise on favourable weather windows.

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The Chorley Flower Show team needed a more dynamic, flexible approach to reach gardening enthusiasts and local families while responding to real-time conditions. That’s where we came in, tasked with developing a targeted paid social media campaign to boost visibility and drive ticket sales, even in the face of challenging weather.

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OUR solution

To tackle the Chorley Flower Show's slow ticket sales, Vagabond devised a comprehensive, weather-responsive strategy to drive results, implemented in several key phases:

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Step 1: Targeted Audience Segmentation

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The first step involved identifying and targeting specific audience segments in regions of England with a strong interest in gardening and outdoor events. By focusing on these high-potential areas, the agency ensured that the campaign was reaching those most likely to attend, making the campaign highly efficient and tailored.

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Step 2: Dynamic Budgeting Based on Weather

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Recognising the impact of unpredictable English weather on attendance, Vagabond introduced a flexible budget strategy. They conserved ad spend during periods of poor weather and significantly increased it when favourable weather was forecasted. This approach allowed the event to maximise exposure during times when potential attendees were more likely to make a purchase decision.

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Step 3: Real-Time Monitoring and Adaptation

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Throughout the campaign, Vagabond continuously monitored both weather patterns and sales performance. This real-time data allowed them to quickly adjust the budget and ad frequency based on current conditions, ensuring that the campaign remained responsive and effective with the budget being spent at the most opportune moments when ticket buyers were most engaged.

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Step 4: Weather-Driven Creative Messaging

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Vagabond introduced creative ads that were specifically tailored to highlight the appeal of attending the event during good weather. By emphasising the beauty of the outdoor experience, these ads created a sense of urgency and excitement, encouraging potential attendees to act quickly. This innovative, weather-driven approach led to a sharp increase in ticket sales and made it the event’s most successful year.

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Step 5: Last-Minute Surge Strategy

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As the event date approached, Vagabond executed a final push (5 days before the event) with a significant increase in ad spend and frequency during favourable weather forecasts. Understanding that many attendees make decisions close to the event, this surge strategy effectively captured last-minute buyers, resulting in a sharp increase in last-minute ticket sales.

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implementation

A motion analysis tool was employed to evaluate critical aspects of the campaign, including the landing page performance, creative assets, and ad copy effectiveness. This data-driven approach allowed the team to make informed decisions and refine their tactics throughout the campaign. Additionally, a final checkpoint involved cross-referencing ticket purchase data with Facebook’s promotional centre to ensure accuracy and optimise targeting.

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results

The Chorley Flower Show saw a 46% increase in ticket sales compared to the previous year. 2024 was its best year yet! 

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By leaning into the challenge and using weather-driven messaging throughout the campaign, Vagabond successfully addressed the challenge head on, leading to a substantial increase in attendance and making it the Chorley Flower Show’s most successful year to date.

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Quantitative Results:

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• Ticket Sales Surge: The campaign successfully drove a 46% increase in ticket sales compared to the previous year, demonstrating significant growth.
• Ad Spend Efficiency: Through the dynamic budgeting strategy, the campaign achieved a remarkable 1036% improvement in purchases, with spend reduced by 5.56% and funds being more effectively allocated during favourable weather conditions.
• High Engagement: The Facebook Ads generated over 18,000 clicks, boasting a 15% click-through rate (CTR), which reflected strong user interest and engagement.

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Qualitative Results:

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• Heightened Awareness: The weather-aligned creative messaging effectively positioned the Chorley Flower Show as a must-attend outdoor event, particularly during periods of good weather, which fuelled last-minute excitement and interest.
• Adaptive Budgeting Success: The campaign's real-time flexibility, responding to both weather conditions and audience behaviour, was crucial in optimising performance and minimising wasted spend.

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Positive Audience Feedback: Social media buzz and attendee feedback underscored the success of the ads in capturing the show’s unique appeal, and enhancing the overall event experience.

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