How A+E Networks Leverages Trade Show Access to Create Innovative Content

Murphy freshly returned from Design ampamp Construction Week IBS The International Builders Show and KBIS Kitchen Bath Industry Show was explaining what AE39s presence meant for HomeMade the network39s marquis hub of all things DIY home improvement and home damp233coramp160 quotIBS isn39t open to the general publicquot reflected Murphyamp160 quotBut what happens there is of tremendous interest to people who care passionately about this topic We take our audience behind closed doors and shine a light on product innovations new trends and styles and what their favorite brands have planned for the upcoming yearquotAttendance at major trade shows is a core tactic for AE enthusiast brands which include not only HomeMade but also Drive a programming platform for auto enthusiasts and Outdoors a content block catering to the interests of the hardcore adventurer who loves the outdoorsamp160 quotThese events give us the opportunity to really dig deeply into the uptotheminute and comprehensive content that enthusiasts wantquot Murphy saidamp160 quotSome of it may be a little much for general audiences but we39re creating content for our most dedicated viewers and they love itquotThe centerpiece of Murphy and the team39s presence at industry events like IBS and KBIS is quotAll You Need to Knowquot a onehour program covering the most interesting and relevant information uncovered at the exposamp160 But that is just the startamp160 A shortform library made up of multiple content pieces is also in the works for this franchise each piece highlighting other fascinating insights or tidbits that don39t make it into the core programquotWe39re able to use these unique shortform pieces throughout our programming blocks ensuring we always have new information and fresh material to keep our audiences engagedquot Murphy saidamp160 quotAnd because our programming is catered to audiences and not just to individual shows these short pieces are not dependent on any given programamp160 If you are watching HomeMade the chances are very high you will find this trade showinspired content compelling whichever program in the block you are watchingquotquotThis material is a natural extension to our strategy of creating enthusiast programmingquot addedamp160Hoffmanamp160 quotOur goal has been to build a destination for enthusiast audiences not just a couple of shows for themamp160 By creating blocks of highquality relevant programming we become an important source of both information and entertainment for them even as the individual programs changeamp160 And it39s workingamp160 All of our data shows we are attracting the right audiences amp160the influencers and the spendersamp160 They are spending significant time with us and they are engaging with our advertisersquotAnd they are doing so in rapidly increasing numbersamp160 In its first year HomeMade saw significant increases in viewer engagement as measured in time spent viewingamp160 The quality of the audiences is rising along with the viewership HomeMade for instance has seen a major lift in the household income of their average viewer a key metric for home improvement audiencesThis leads to a selfreinforcing virtuous circle amp160the right content strategy drives the right programming which in turn attracts and captivates the desired audiencesamp160 Ultimately this leads to increasingly powerful opportunities for advertisersamp160 quotWe can work with our partners amp160Ikea Lumber Liquidators Zillow whomever amp160and begin to create content with them by using their content or coproducing segmentsamp160 The shortform pieces work really well here tooamp160 These segments done well allow us to work together to create content that is useful insightful and wellproducedamp160 These clips don39t push products as much as create an opportunity for audiences to interact with themquotA recent HomeMade partnership with SherwinWilliams shows the magnitude of what this type of partnership can accomplishamp160 Providing content that users perceived as valuable the campaign was able to generate significant brand interactionamp160 Over twothirds of viewers who watched the segment reported the intention of using the SherwinWilliams Color Snap Visualizer to preview how paint colors would look in their own homes Almost as many intended to visit SherwinWilliams39 website and nearly 3in4 74 feel SherwinWilliams inspires them to take on paint projectsquotThis is what you get when you have a high level of engagementquot Murphy concludedamp160 quotThis is why it is fun to be at events like IBS and KBIS and this is why it works so well for our viewersamp160 Passionate audiences want the detailsamp160 They want the backstories on their favorite designers and productsamp160 They want to see what trends are bubbling upamp160 They care that we observed that the latest in kitchen trends is towards bolder colors and that contemporary styles are replacing traditional styles in that roomamp160 They want to see how house design is shifting and are fascinated to see how indoor and outdoor living trends are coming together with giant rooms giant doors and windows and a tendency towards the most seamless possible transition between environmentsamp160 They want to be aware of the issues we39re seeing too so they can take advantage of themamp160 This includes things like the shortage of skilled laborers that was a hot topic of conversation or how best to manage repair or upgrade the massive amounts of technology being placed in homes after the builders have leftquotUltimately the idea of engaging passionate and dedicated audiences is not new and the desire to do so is at least as old as cable TVamp160 But what stands out about AE Networks39amp160approach is how they are as if working from a blueprint picked up from Design ampamp Construction Week perfecting this approach and demonstrating how it can be done effectively and precisely to the benefit of both their viewers and their advertisers Source AampampE Access Panel Study 10918103118amp160 Survey responses captured following exposure to partnership videosamp160 Base AampampE Viewers 18 who have watched any of AampampE39s homefocused programming n 101 2017 Key Metrics AampampE Access Panel Study 10317102217amp160 Base AampampE Viewers 18 who have watched any of AampampE39s homefocused programming n122Photos at top courtesy of AE NetworksClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How A+E Networks Leverages Trade Show Access to Create Innovative Content

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Gary J. Evans

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