The Pyramid 31 Queen Elizabeth Street London SE1 2L P info@roiteam.co.uk www.roiteam.co.uk

1. Love Your Local Market 2013- more markets and more pitches The Pyramid 31 Queen Elizabeth Street London SE1 2LP info@roiteam.co.uk www.roiteam.co.uk

2. Love Your Local Market 2013 –new targets for Year 2 • Participation • Broaden the scope of markets participating in LYLM beyond Local Authority Markets • Bring in smaller markets as well as the biggest • New Traders • Wider and more effective support for New Traders • How effective are strategies for turning LYLM trialists into ongoing traders ? • New Resources for LYLM • Has exposure of LYLM via social media continued to expand ? • How widely have new resources such as the Media Pack, Best Practice Guide, and central promotional resources been used ?

3. Love Your Local Market 2013 –Evaluation Timing and budgets demanded a new approach in 2013 : • Reliance on market participation data collected online by Nabma via registration process • Assessment of footfall in markets and town centres collected by commercial operators [data still awaited] • Analysis of relevant websites, social media accounts, and Twitter feeds Original Research No opportunity for during-event original research in 2013 Primary research : 21 telephone interviews with participating market managers 3 months after the close of LYLM – main topic : continuation patterns for New Traders

4. LYLM 2013 : Headlines • LYLM 2013 has clearly exceeded the success of the launch event in 2012 against key criteria : • Three times the number of markets registered and wider geographical footprint • Wider base of ownership/management of participating markets : one third privately managed; more than 10% community run • More than half of registrations from single markets – suggesting surge in participation by smaller markets • More markets offered more pitches for New Traders • Much stronger continuation by New Traders three months after the end of LYLM

5. Love Your Local Market 2013

6. More markets from a wider area # of registering markets in 2013 696 # of registering markets in 2012 221 markets registered for 2013 3 times as many as 2012 Improved geographical spread including Wales and Scotland

7. LYLM 2013 : Wider spread of ownership Although more than half of participating markets were council managed, a third were privately managed. There were also a handful of Social Enterprise and Community run markets 69% of 2013 participants were LYLM virgins Number of markets per registration

8. Communicating the opportunity A wider strategy for announcing and promoting LYLM expanded awareness. The most prevalent trigger to sign-up came via the Local Authority. But more than a quarter of sign-ups came from social media awareness, and almost 1 in 5 via a market sector organisation.

9. Platform for New Traders

10. More pitches for more New Traders • 2013 : 557 markets offered 4,705 pitches to New Traders – compared with 1,945 New Traders from 139 markets in 2012. So in 2013 there were more markets offering fewer LYLM pitches per market. Almost half of participating markets offered between 1 to 5 pitches. Pitches offered According to ROI Team phone interviews : 75%of pitches offered to New Traders were taken up

11. Support and incentives • offered to New Traders Q. Will you be offering incentives to New Traders? If yes, can you give brief details of these incentives?

12. Support and incentives for New Traders - • what managers said • Managers took on board New Trader comments from 2012 and provided more than simply discounted rent for a fortnight : • We developed a business start up scheme with the council’s chamber of commerce. • We offered the Bristol Retail Business Start-Up tool kit. We had somebody prepare a visual merchandising guide. We worked in conjunction with the regeneration department of the local authority • We offered blanket insurance for the fortnight under the LYLM scheme • I offered my personal support to new traders and put banners up Q. Will you be offering incentives to New Traders? If yes, can you give brief details of these incentives?

13. Stronger continuation pattern for New Traders • Based on feedback from ROI Team’s phone survey (September 2013) the proportion of New Traders still trading three months later is much higher than in 2012 when it was 10%. Half of New Trader pitches were turned to community use and never expected to trade on. From here we see that most people who traded on beyond LYLM are still trading 50%of career aspirants, are still trading Early Sept. 25% May 29th 28% If traders can get past the two week benchmark, it gives them a real chance to develop their selling skills. Central London Manager 50% May 15th 100% Source : ROI Team, 21 phone interviews with participating market managers during period Aug 30th to Sept 5th

14. New Traders – sorting the sheep from the goats • Managers had clear (if sometimes harsh) perspectives as to why many New Traders fall by the wayside : • Many found it tougher working outdoors than they had anticipated. • You need the ability to engage with strangers. Some people find this difficult if they’ve not had training in this area. • People do not anticipate how long it can take to build up repeat customers • It would help if New Traders could take stock from wholesalers on a sale or return basis. • All of these factors can be addressed via training or restructuring Q. What are the main reasons for New Traders falling by the wayside ?

15. Take up of new resources

16. Take up of centrally resourced merchandise 24 markets contacted the central producers to order LYLM branded promotional materials 13,337 items were ordered in total

17. Take up of Nabma provided Guides Based on ROI Team interviews with market managers the take up of the Nabma provided Media and Best Practice Guide was impressive Best Practice Guide used by 70% Media Guide used by 80% of market managers Both documents were very useful. There were tips on things that other markets had done in other years, and tips on how to use the media to promote LYLM Manager, North West We looked at the bits that were pertinent to us from the Best Practice Guide. There were some good ideas in there Manager, North East The Media Guide was a useful tool for existing traders as it helped to remind them that LYLM is a PR exercise as well that will be useful to everybody on the market Manager, South West

18. Digital and Social Media Activity – three biggest hitting channels Love Your Local Market Website www.loveyourlocalmarket.org.uk Love Your Local Market Facebook Page Love Your Local Market Twitter Page 18

19. 13,570 visits 9,609 unique visitors 31,182 page views on 936 1,596 views on 5,381 followers on Digital and Social Media Buzzing with LYLM Activity 19

20. Conclusions and Recommendations

21. Love Your Local Market : Recommendations for 2014 • This year only 75% of New Trader pitches were taken up. • Recommendation : New programme to inform and recruit promising New Traders • Our analysis suggests up to 50% of New Trader pitches were offered for community use (eg work experience, community produce, local showcase) and never intended to trade on • Recommendation : How to evaluate this LYLM community dividend ? • Managers have told us why New Traders fall by the wayside. • Recommendation : Examine the main reasons and provide additional support to address them • Markets that took up the central promotional resource welcomed it – but this was only 5% of participating markets • Recommendation : Need to know why the majority of markets didn’t use this resource

22. LYLM 2013 in the markets : Case Studies

23. Warrington and Stockport Markets

24. Love Your Local Market 2013 in the markets :Warrington and Stockport Markets • Theme : SME’s • Cake of famous faces arrived at the House of Commons • Radio Warrington 87.8FM created to promote LYLM • Teenage Market for 16-21 year olds. • Market Train • 80 food and vintage stalls. • Table tennis competition between traders • Exhibition : History of Warrington market and guided tour, with tv presenter Mark Olly • Free Indoor Market trials offered free to SME’s during LYLM fortnight • Stockport based gourmet street market • Robinsons Brewery Visitors Centre opening

25. Love Your Local Market 2013 in the markets :Darlington Market

26. Love Your Local Market 2013 in the markets :Darlington Market • Darlington Arts Festival : partner of LYLM • 150 years of trading celebrated with giant cake, hog roast and summer festival • Arts showcase in the market square, with stalls, workshops, and dancing • Youngsters invited to recycled goods via an Alice in Wonderland theme • Month long literary festival at Cafe Create running alongside LYLM fortnight • Sponsor Yorkshire based Mad Hatter Tea Company • More than 70 events following arts thread • Borough website provided links to history of the 150 year old market - the 2013 Market of the Year. • Dedicated facebook page featured historical market documents

27. Love Your Local Market 2013 in the markets :Wakefield Council Markets

28. Love Your Local Market 2013 in the markets :Wakefield Council Markets • Specialty markets a big draw • Monthly farmers market with local meats, and bakery increased footfall • Tasting sessions in the Demo Kitchen • Stalls included bespoke curtains and hair extensions • Market Hall in Union Street featured popular global ethnic market • Market Hall designed by David Adjaye featured a Yorkshire tapas bar. Follows success of the Yorkshire Dales Tapas Festival. • Wakefield Council launched imaginative LYLM page with map of its six markets, with links to facebook and twitter

29. Love Your Local Market 2013- more markets and more pitches The Pyramid 31 Queen Elizabeth Street London SE1 2LP info@roiteam.co.uk www.roiteam.co.uk