Regional and local fairs’ digitalization

Liguria, italy
Smart economy

STEP 1
FOCUS ON THE VILLAGES’ NEEDS AND OBJECTIVES and STAKEHOLDERS’ INVOLVEMENT
The two LAGs (Local Action Groups) have guaranteed a fruitful dialogue with the territory (Municipalities, Expo Committees, associations, businesses, citizens), and trough a bottom-up approach they understood villages’ needs:
1. To guarantee visibility to the territory
2. To promote local craftsmanship and its own products
3. To promote local farms and its own products
4. To promote local events (guided tours, conferences, excursions, workshops, taste itineraries…)
5. To promote local catering businesses
STEP 2
DIGITAL PLATFORM – CONCEPTION AND CONFIGURATION
The two LAGs have involved “Isola che non c’è”, a company of digital services for the creation of a digital platform for the promotion of the two main events (where artisans and farmers could show their enterprises and sell their products) and of the initiatives that took place in their context also.
Expo Fontanabuona Tigullio digital platform opened for 2 weeks, from 29th of August to 13th of September 2020.

Artisans and farmers became “virtual exhibitor” of the on-line Expo. Each exhibitor had a virtual shop available to show its own business, both with a description and with a gallery, to make the products known and book them through a simple online registration. For each shop contact information and methods of purchasing and collecting, the goods have been included, in addition the possibility of booking a visit to their headquarters by appointment was been offered to the users.
In addition to the exhibitors, initiatives have also been included, all of these in presence and bookable online. The tourism promotion, as well as through the events, has carried out with the promotion of restaurant businesses. These last had a virtual space also where they described its own business, showed photos of the traditional dishes, proposed menu with local specialities and applied fair discount.
STEP 3
MONITORING
An appropriate monitoring program has been used to check the virtual visits, included timing, selected pages and bookings.
STEP 4
RESULTS ANALYSIS
Data recorded 4206 visits (unique users) which is equivalent to a daily average of 262 visits per day. The analysis allows us to verify the interest aroused by the platform, in particular the interesting data are:
Bounce Rate: 43.25%
Pages / session: 6.14
Average time on page 35 seconds
Local initiatives in presence had an unexpected success also.

This model was been replicated in other nearby areas of the hinterland as a good practice on other local events. Users took confidence quickly with this tool and the target audience has seen an increase in users included in the 20-40 age group, less interested in the traditional fair model.
Exhibitors were satisfied with this digital tool and they declared they would like to replay it for the next year as a support to the traditional fair in presence.

CREATION OF A NEW STAKEHOLDERS GROUP that involves two LAGs, Gal Genovese Development Agency and LAG Verde Mare, a company of digital services and two Expo Committees: Expo Alta Val Trebbia and Expo Fontanabuona Tigullio. STRENGTHENING OF EXISTING STAKEHOLDERS GROUP that involves Municipalities, Expo Committees, associations, businesses, citizens INDIVIDUATION OF A SUBJECT - Agenzia di Sviluppo GAL Genovese - that is a link with Regional Authority (Liguria Region and Genoa Chamber of Commerce). DIGITAL PLATFORM with significant number of visits From 29th of August to 13th of September, data recorded 4206 visits (unique users) which is equivalent to a daily average of 262 visits per day. The analysis allows us to verify the interest aroused by the platform, in particular the interesting data are: Bounce Rate: 43.25% Pages / session: 6.14 Average time on page 35 seconds Local initiatives in presence had an unexpected success also. This model was been replicated in other nearby areas of the hinterland as a good practice on other local events. Users took confidence quickly with this tool and the target audience has seen an increase in users included in the 20-40 age group, less interested in the traditional fair model. Exhibitors were satisfied with this digital tool and they declared they would like to replay it for the next year as a support to the traditional fair in presence.
Applicable in rural, non city areas
Local area
Active working people
2nd of May 2020 - 30th of September 2020

Implementation

Key conditions for success

A Continuous and collaborative dialogue with stakeholders Clarity in objectives Capitalization of results

Key steps for activity implementation

STEP 1 FOCUS ON THE VILLAGES’ NEEDS AND OBJECTIVES and STAKEHOLDERS’ INVOLVEMENT 1. To guarantee visibility to the territory 2. To promote local craftsmanship and its own products 3. To promote local farms and its own products 4. To promote local events (guided tours, conferences, excursions, workshops, taste itineraries…) 5. To promote local catering businesses STEP 2 DIGITAL PLATFORM – CONCEPTION AND CONFIGURATION Digital platform has been created on the basis of stakeholders' needs and in collaboration with a digital services enterprise. STEP 3 MONITORING An appropriate monitoring program has been used to check the virtual visits, included timing, selected pages and bookings. STEP 4 RESULTS ANALYSIS Analysis of users' satisfaction Analysis of exhibitors' satisfaction. Analysis of stakeholders' satisfaction.

Dificulties encountered

STEP 1 Stakeholders' involvement (businesses included) It need a significative period of time (2 months estimated) STEP 2 Digital Platform need a significative period of time (2 months estimed) STEP 3 MONITORING Self-monitoring and external monitoring STEP 4 RESULTS ANALYSIS Self-evaluation and external evaluation

Resources needed

Human resources needed: 1 expert in rural development (contacts with stakeholders and territorial marketing), 1 responsible for administrative and accounting, at least 1 expert in communication matter and event organization, 1 expert in digital services. Investment amount: 18.000,00 € financed by Liguria Region and Genoa Chamber of Commerce

Would you like to know more?

Visit the website of the project for more details or contact the author

Agenzia di Sviluppo GAL Genovese

Sara Pastorino