Love Your Local Market2015 Evaluation

Love Your Local Market is……

• A platform for start-ups• Business support for traders• A social hub for communities• An incubation space to test trade• Promotion of fresh, affordable food• Opportunity to involve young people• An increase in digital literacy across the industry• A platform form from which to celebrate British

creativity, innovation and regional distinctiveness

Love Your Local Market takes places each May and in 2015 it was held between the 13th and 27th

Introduction

Each year Love Your Local Market builds on a specific theme

• In 2012 it was to get as many markets participating as possible

• In 2013 the drive was for the Mary Portas 'Table for a Tenner’

• In 2014 the campaign achieved 100 youth markets being created across the UK.

• The theme in May 2015 was digital with a view to an increase in digital literacy across the sector.

For 2016 the theme will be specifically designed around traders though it is of note that while a new theme is developed each year, we still strive to build on previous aims and objectives.

Evaluation methodology

• Online and telephone registration survey

Operators where asked about previous LYLM activity, details of markets being registered, as well as what prompted them to register, aims and objectives, plans for the fortnight, details of any incentives to trade, attracting young people, how many pitches (if any) they were offering to start ups and details of digitizing the market place, amongst others

• Follow up survey

How many markets were registered, whether a special event was held, take up and retention of pitches offered, youth markets held, digital promotion and a focus for Love Your Local Market in 2016.

2015: The Facts2015 Evaluation

The campaign continues to grow

2015

1,200

2014

926

2013

696 2012

221 16 countries across the world

+

ParticipatingMarkets

Concentrations of activity

• London• South West• Midland• North West• North East

Continuation in attracting new markets to the campaign

Diversity of engagement

Management structures

Participation triggerssee the opportunity to promote the town & market as a key driver

Objectives for participationremain high for an increase in footfall & support for town centers

No. of themed eventshas remained static ……

73%held a themed event

at

4,000

No. of pitches offered to start ups…….

3,500

25% Increase on 2014

64%Take up of pitches offered

Est. of successful start ups since 2012

1,500

25%retention rate in 2015

Digital engagement

• Promotion via own website, various social media platforms (Facebook/Twitter/Instagram)

• Collect rent by Chip and Pin• Some traders have their own websites and we hope to

establish much better online media for the Central and satellite markets

• Social media, website with a trader directory, events and blog

• We are currently installing high speed fibre broadband and Wi-Fi throughout the town centre

• We employ social media with a strong following of over 7,600 users on Twitter, Facebook and Instagram and have a website which is heavily used and user friendly

• We have a new video display in the entrance to Durham Market Hall

64%ran a special promotion

Focus for #LYLM2016…. suggestions from the industry

• Celebrating the career trader• Food miles or locality of traders• The variety of traders and possibly their background• Young entrepreneurs, new business set ups• How creative activities such as music and dance

performances can attract people to markets by creating a special atmosphere and help shoppers to linger for longer

• Promotion of existing traders• Maybe more on the quality and not the quantity of

stalls at markets and the source of products?• Local arts and crafts• Market diversity in product range compare it to

supermarkets• Was it like to see a push for more Wi-Fi enabled

markets• Forming a strong links with the other elements of the

High Street• Work with local tour operators to offer trips to markets

Some final stats

• 75 million impressions on Twitter• 534,504 social reach for our Thunderclap on May 20th

• 20,000 hits on the website • 7,637 downloads of the Campaign Pack• 3,123 downloads of the logo• 2,600 votes in our Photo and Video Competitions• 2,143 downloads of the customisable posters• 376 pins on Pinterest• 6 Teenage Markets held on the same day

LEGACY East Riding of Yorkshire Council are seeking funding for Love Your Local Market Legacy project

www.loveyourlocalmarket.org.uk@loveurlocalmkt

Dates for Love Your Local Market between

2016 – 2018 have been set to reflect LYLM activity in Europe and for

each year the date will remain the same

May 17 – 31The Theme for #LYLM2016 is:

‘Traders’

Love Your Local Market UK is coordinated by The National Association of British Market Authorities