Media 10’s Rob Nathan joined the Talking Events podcast to discuss the growing reputation of The Cake & Bake Show. Acquired by the company in 2014 from the show’s husband and wife founders, the consumer event has already benefitted massively from Media 10’s investment in marketing and branding. During the podcast, Rob looks at how his team are able to translate the explosion of interest in baking into ticket sales by using social media channels as a rapid route to market. “Baking has become cool”, said Rob. “Everyone is looking to do it, and for us it’s about tapping into those elements at the right time. The popularity of the Great British Bake Off on TV has prompted a new interest in the subject, and played a big part in helping the show grow prior to our acquisition.” Rob also talks about the amount of marketing content that consumers are exposed to and how vital it is for events to get their message across quickly and clearly. “I often equate our marketing to the adverts that are on the escalators of the London Underground, which have about three seconds to get their message to the reader. When we plan our website pages and any form of communications, it’s vital that we put the key information on and make it obvious. People often underestimate the power of starting a day and a date, but it gives it that immediacy. We’re in a cluttered market and we have to cut through.” The 2016 show runs in both London and Manchester and for the first time will welcome Argos as its headline sponsor.

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