How Excel London secured new partnerships with YouGov’s audience intelligence

Business challenge

Excel London, the largest fully integrated conference and exhibition centre in Europe, introduced a new partnership programme designed to collaborate with brands and meet their brand and business objectives. The team wished to gain deeper insight into their audience demographics to help establish key sectors and brands to target, along with shaping the positioning and narrative. This information was crucial to help build compelling business cases to present to potential partners, showcasing the value of the Excel London audience – in addition to its scale of 4 million annual attendees - and demonstrating why a partnership would be a compelling opportunity for brands.

Solution

To understand their audience on a deeper level, Excel London subscribed to YouGov’s flagship audience intelligence tool, YouGov Profiles, to enhance their partnership proposals for potential partners by showcasing the value of their audience. The granularity and depth of YouGov’s data, including the ‘venue attended’ question, enabled Excel London to confidently analyse data on their specific audience with extensive insights into event attendees, their interests and the sectors they engage with. Showcasing audience value to partners in pitches became much easier with this data.

Key datapoints revealed that Excel London attendees typically belong to a higher income bracket with higher disposable income, hold significant decision-making responsibility in their job, have a strong interest in sport and are early adopters of new technology.

Business outcomes

Adding YouGov audience intelligence to their pitch, these insights were instrumental in Excel London securing partnerships with their first four new partners: Budweiser Brewing Group, Keith Prowse, Ouno and Sokin.