Warrington’s Farmers Market Event

Warrington has one of the largest indoor markets in the Northwest, established 750 years ago. In 2009 Warrington achieved the‘Best Indoor Market in UK’ status.  Although sales of fresh produce have increased since the recession, overall footfall figures to the market had shown signs of gradual decline year on year.

• To test advertising Warrington Market’s events on TV.
• To develop special events into major promotions, advertising each one on ITV Granada.
• To capitalise on Warrington’s ‘Best Indoor Market in UK’ status in order to gain maximum publicity.
• To increase overall visitor numbers
• To retain existing loyal visitors and encourage repeat visits

• Warrington Market decided that TV would be the perfect medium to promote their events after the encouraging feedback received.
• ITV would allow the market to test TV advertising on a small, local scale yet would provide large scale audiences.

• Warrington Market experienced unbelievable results after advertising on TV, the evidence and feedback from traders demonstrates the power of TV advertising when used as a “call-to-action”.
• After each event Warrington Market’s indoor traders reported large increases in trade and new customers, which have since made return visits.
• Local shops have also reported having their busiest Saturday trading ever (after the TV advertisements aired) and that they have met lots of new customers who had travelled into Warrington from other towns.
• There has been a significant increase in the number of enquires for renting stalls in the indoor market.
• Local retail partners in the town centre have witnessed the successes and are now more willing to make financial contributions towards future events.

We started advertising with ITV in December 2008 and have been on TV regularly ever since.  The response from being on television was far greater than previously experienced through other media outlets. 

Before advertising on Granada our marketing budget was spent on press and radio but in 2009 we spent the majority of our budget on TV and have seen the benefit of this.  The marketing budget has not increased but the media it is spent on has changed. 

Our most recent campaign was a Farmers Market promotional event in Warrington town centre.  This attracted many visitors from all over the Granada region with stall holders and shops reporting their best trading day for many years.  Traders have also indicated an increase in the number of customers making repeat visits to their business following each campaign. 

The sales team at Granada have been extremely helpful offering advice on each campaign and tailoring our message to attract new customers. I now regularly advise other markets throughout the country on the benefits of advertising on television and would definitely recommend TV advertising to all companies regardless of their budget.

We will continue to work closely with the Granada sales team on the next three campaigns planned this year and several new campaigns for 2010.

Stephen Pickering,
Warrington Market Manager