We’ve been completely blessed with the summer so far this year, as weekend shows promoting water are no fun at all when it rains. By and large (why do people say that?) we’ve had tremendous weekend weather wherever we’ve been and the last couple of weekends have been no exception. We camped over (literally) at Hatfield House on the weekend of the 17th August and had the luxury of travelling back to homes this weekend when we did the Hampton Court Show. Pity really as we missed the chance to sample some wonderful Stowford Press cider.
We’ve taken to going indoors in the food halls or cookery demonstration halls at the shows, as folk tend to make those destination points when they visit a country show; even if they do often wander in with an overpriced bottle of warm and plastic tasting water in their hands that they’ve begrudgingly procured from some grubby ice cream van.
We’ve been giving out free tasting samples – often abused by the few at the expense of the many, as the reality is people aren’t yet completely familiar with Aquapax, which is why we’re there in the first place. (Also to promote our Best Bottled Water of 2008 win and to try and make contact with a few retail chairmen or board members having a day out with their families.) A food hall environment is not only dry when it rains outside, but it’s an area where people stay open minded and receptive to finding out more about something new and innovative. Buying a genuine high quality product at a bargain show price is also great for marketing, as people don’t like being exploited when they’re in a captive market scenario.
Hagar continues to be a real brick and the mainstay of our outdoor event management committee. I generally turn up with a car full of stock (and as much ice as my little freezer can produce) and we work the stands together, but his enthusiasm for engaging with even quite challenging potential customers has made him quite the expert on Tetra Pak recycling and indeed on the subject of water quality as well.
This weekend was a double hitter, as we also sponsored the water for the children’s’ parade at the London Notting Hill Carnival on Sunday and I was really disappointed not to have been able to get down there for a few souvenir photos of the event; our first large scale outdoor venture.
As companies grow, people take for granted a promotional give away for a few thousand people, but when you’re a small business these things cost real money and not being there to share in the atmosphere makes them somehow more expensive.
There’s something quite poetic about our 2 London events being so high profile yet so distinctly different as the Institute of Directors Annual Convention at the Royal Albert Hall and then on to the largest street party in Europe. We know our product quality spans all market segments, so it’s only appropriate that we spread our marketing budgets accordingly too.
The prize for the silly objection of this weekend goes to an unknown and rather sad faced lady who had a go at Hagar – despite his genuinely cheerful disposition – and levelled the criticism that our bottled water price is outrageous, (we weren’t selling the bottled water madam, they were the props) based on the fact that her son apparently pays just 1p for a plastic bottle of water in Dubai. There’s no real answer to some people not getting a marketing proposition so badly, and we must try and find some more formal way to recognise their extreme reactions without causing a food fight…