BAROSSA: BE CONSUMED
Post Event Report 2018
WELL DONE, ALL!
That’s Barossa: Be Consumed for 2018!
You did it! You brought the Barossa to Sydney and Melbourne for two successful, sold-out events. Well done, all!
It was great to see Sydney respond so well to a first-time event. And after such a knock-out in Melbourne last year, it was wonderful to see that we were able to build on it and deliver another stellar Barossa. Be Consumed.
The Barossa is a region of collaboration, not competition, and this event is testament to the strength of your community. A big congratulations to all involved.
SYDNEY
Bay 25, Carriageworks
We held the inaugural Sydney Barossa. Be Consumed. at Carriageworks. It was a great day full of wine, food and community. The big Barossa media wall was a huge hit, as was the kegal lane and live music.
Harvest Kitchen did an incredible job of bringing the food of the Barossa to life, and all the wineries came together to show the breadth and depth of the region’s wines.
With over 850 through the door, this was an incredible response to a new event, and was proof of the Barossa’s reputation as a fabulous food and wine destination.
850 + pax
MELBOURNE
Meat Market, North Melbourne
We returned to North Melbourne’s beautiful Meat Market and had an amazing time celebrating the wines and food of the Barossa. And, even better, it was a sell-out with over 950 people joining us on the day.
Harvest Kitchen did an incredible job on the food (that fried chicken!), the kegal lane was a huge hit, and the live music set the tone.
Having a videographer there meant we now have plenty of content to use when we’re promoting future Barossa. Be Consumed events.
950 pax
WHO JOINED IN!
Here is a little snapshot of the masses.
1800
Joined us
were women
under 35
of which 65% were women (in Sydney it was 73%!)
35 - 44
67%
Said it was their first time with us
HOW THEY HEARD ABOUT US
When purchasing tickets, we asked people how they heard about the event. Below is the breakdown of what they told us.
29%
said it was from word of mouth
20%
via the socials (such as Facebook, Instagram & Twitter)
12%
REVEL Newsletter.
1%
via traditional media (highlighting its lessening relevance)
14%
via winery / importer emails
8%
via digital media
HOW THEY ENGAGED WITH US
Here are some key insights into how they engaged with us
58.6%
of all website traffic was via a mobile device
74.5%
of mobile use was via an Apple device
43,499
page views via 5,896 users (Jan 2018 to July 2018)
73%
of all tickets purchased was via a mobile device (up 30% on 2017!)
62%
of all web traffic was from women
46%
of all users were under 35
HOW THEY ENGAGED WITH YOU
There is no doubt those who joined us love all things wine. What’s even better is that they were dead keen to get to know you. Below are some of the highlights.
$950*
The average wine sales per exhibitor per city (this is the highest of all our events)
$37*
Average amount each attendees spent on wine per event (on top of their ticket price)
$95
Average spend per head (including ticket price)
40*
Average database sign ups per producer per city
28,800 +
wine tastes given poured
960
bottles poured at the events
* Based on producer feedback
SOCIAL. SOCIAL. SOCIAL.
The social media campaign (including Facebook advertising) was key to spreading the good word to a broad and highly engaged audience, proving the power of the various mediums.
As shown above, it really drives traffic and awareness about the event. For example, people ‘tagging’ their friends on posts also equates to the high percentage of word of mouth.
Traditional media is becoming less and less a vehicle to promoting events though it can contribute to ‘word of mouth’.
Below are some fascinating insights into the Social Media Campaign. It is without doubt each platform has its own personality and unique way of engaging with our audience. Facebook and Instagram are king here and will remain to be for years to come.
Let’s face it. We’re always on Facebook and this event was no exception. This was the main way in which we promoted the event and spread the good word.
Facebook advertising was key here and conversions were high, reach and engagement were especially on mobile. Mobile, mobile, mobile.
209,600
Facebook Impressions
158,760
Total Users reached (organic & paid) with women making up 64% of engagements!
9,355
Engagements with 1,235 clicks and over 398 comments.
Pictures do tell 1000 words and when it came to event day, this was where you could follow all the action. We love this platform and judging by people’s posts, they do too.
While analytics are challenging, the insights do show that this platform is the ‘go to’ for event action and engagement.
298k
estimated reach for the event.
43,134
Impressions via @barossawines
4,710
Users Reached
54%
Audience are women
BUT PICTURES TELL 1000 WORDS …
We could keep telling you all about the event, but we reckon it’s best explained by all the smiling faces who attended.
That pretty much sums it up what was one fun event.
All these and more can be found on the Barossa Facebook Page.
SYDNEY | MELBOURNE
2019?
Although it’s still a while away, we’re already planning for a bigger and better experience next year. We’re looking at venues, dates and format now so we all have ample time to plan and make this event even better again.
These are our suggested dates.