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Attendee Assessment

This research study assesses the impact of the Taste of Home Cooking School on event attendees. The study includes a test and control group, and provides key findings and recommendations based on attendee feedback.

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Attendee Assessment

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  1. Attendee Assessment

  2. Research Methodology • HOW • SRi randomly selected 86 Cooking Schools for inclusion in the research based on timing and location of the event. Using contact information provided by attendees, respondents were contacted via email in the weeks following the event to complete a 15-minute internet survey about their experience. • TEST & CONTROL • The purpose of utilizing this design is to quantify impact of the sponsorship on event attendees by isolating the experience on-site. Through interviewing those exposed (test) compared to those unexposed (control), we can determine what impact event attendance has on key sponsor metrics (e.g. awareness, opinion, future purchase intent, etc.). • WHO • Taste of Home Cooking School Attendees: 1,279Test: Those attending 1 of the Taste of Home Cooking School events. • Non-attendees: 300 • Control: Those with an interest in cooking and responsible for household shopping/cooking sourced from the eRewards online panel. To ensure differences observed among these groups are not the result of demographic skews age, gender, region, etc., sample has been weighted accordingly. • WHEN • Fielding Date: • October -November 2015

  3. Key Findings

  4. Overall Opinion and Imagery of the Taste of Home Cooking School: The experience for Attendees continue to be a positive one, and is one that they would recommend to their friends and family. This positive sentiment is also best illustrated by the words attendees use to describe the event (Fun, Enjoyable, Awesome, Informative, Entertaining, etc). Key Takeaways • Word-of-Mouth: • Cooking School attendees are talking to others about their experiences at the Cooking School with friends and family. As ambassadors for the Taste of Home Cooking School, it is estimated that attendees provide 2.10 million impressions. • Impact of Taste of Home: • The partners of the Cooking School are receiving significant benefits as a result of their role as sponsors. Not only do attendees interact with the sponsors post-event (visiting sponsor websites and interacting with them through social media platforms), but the test vs. control results (comparing attendees and non-attendees) also show the effect of the sponsorship on opinion of the brands, along with likelihood to recommend and purchase their products. • Appealing Aspects of Cooking School: • The demonstrations by the culinary specialists continue to be the most appealing aspect of the Cooking Show, with strong interest also for the kitchen techniques and tips and recipes that are featured. Attendees are also actively using the coupons that they receive at the Cooking School and visiting the retail locations of sponsors.

  5. Taste of Home Audience Taste of Home attendees are highly engaged in the Taste of Home brand.They are visiting the website, reading the magazine, and sharing their experience with friends and family. 200+ Cooking School events annually 42% Subscribe to Taste of Home Magazine 91% Talk about their Cooking School experience with friends and family 58% Visit TasteofHome.com

  6. Word-of-Mouth Word-of-mouth from attendees is estimated to generate 2.10 million impressions. Whether Spoke to Others About the Event Number of People Spoken To Yes No Non-Attendee Cooking School Impressions: 2.10 Million (300,000 Attendees x 91% Talking with Friends X 7.7 People = 2.10 Million) Average Number of People: 7.7

  7. Attendee Satisfaction and Recommendations The Fall 2015 results continue to show that attendees have a high opinion of the Cooking Schools and are likely to be recommending the school to friends and family. Overall Satisfaction Likelihood to Recommend Extremely Likely Not At All Likely Spring 2015 Fall 2015 Fall 2014

  8. The Impact of Cooking Demonstrations The Cooking Schools continue to be a good resource for showcasing products to attendees, as following the demonstrations, they continue to be more likely to try or use the products. Attitudes Towards the Demonstrations (Strongly or Somewhat Agree Net) Spring 2015 Fall 2015 Fall 2014

  9. Attendee Feedback We want you to see for yourself what attendees have to say about the program! “Very enjoyable. Would go again really enjoyed the recipes and the presentations. A lot of fun.” “That was the best night out with the girls I've ever had. Enjoyed the recipes and the books I got. LOVE, LOVE. Will go again next year if they come back, planning on bringing more family and friends.” “We look forward to attending the TOH Cooking School each year. The host is not only a great cook, but she also knows how to keep her audience engaged.” “My husband & I both enjoy cooking and we really love attending the Taste of Home Cooking Schools. We love the new recipes ideas and enjoy watching our instructor's advice & quick tips.” “Enjoyable! Love learning new things and getting motivated to cook while enjoying the company/socializing with friends and family.” “I had a great time and got to see some recipes prepared that I may not have otherwise tried.”

  10. Sources of Awareness for Cooking School Local newspapers are the main source through which attendees become aware of the Cooking Schools, with other strong sources being the Taste of Home magazine, and being invited by a friend or relative. Mean No. of Sources: 2.2 *Indicates statistically significant difference to the previous season.

  11. Recipes, Recipes, Recipes Nearly all of the attendees at a Taste of Home Cooking School have made or plan to make one of the recipes featured at the event. Whether Made or Planning to Make Recipes Avg. #of Recipes Made OR Plan to Make: 6.1 97% 97% 95% 97% 96% 97% 98% 97% 94% 95% 93% 93% * * * * * * Whether Made OR Plan to Make Whether Made At Least 1 Recipe *Indicates statistically significant difference to the previous season.

  12. Vendor Booths Expose Attendees to New Products Half (51%) of attendees have tried a new product as a result of exposure through the vendor booths at the Cooking School. Whether Tried New Product as a Result of the Vendor Booths +10% +5% -5% -5% +21% -3% -11% +3% -7% +13% * * -12% * * *Indicates statistically significant difference to the previous season.

  13. Imagery of Taste of Home Many words come to mind when attendees recall their Taste of Home Cooking School experience. As you can see – fun always comes first. Note: The size of each word is determined by the frequency with which it has been used to describe the property/brand. Data is from an open-ended question.

  14. Event Attendance

  15. Repeat Attendees Attending More Than One TOH Cooking School in Past 12 Months Number of Events Attended Whether Previously Visited: Fall 2015: 64%* Spring 2015: 57% Fall 2014: 59% Spring 2014: 58% Fall 2013: 55% Spring 2013: 57% Fall 2012: 59% Spring 2012: 58%* Fall 2011: 50% Spring 2011: 49%* Fall 2010: 43% Spring 2010: 47% Yes No

  16. Ticket Purchase Preference Two-thirds (69%) of attendees had general admission tickets, with three-fifths (57%) of attendees preferring to purchase their tickets to the Cooking School online. Type Of Ticket Purchased Preference For Purchasing Tickets General Admission VIP Other

  17. It’s A Group Affair Attending with their family and friends, the Taste of Home Cooking School continues to be an experience that is a social occasion. Who Attended the Event With Number of People Attending the Event with You Family Net: 53% Average Number of People: Fall 2015: 2.3 Spring 2015: 2.2 Fall 2014: 2.3 Spring 2014: 2.4 Fall 2013: 2.3 Spring 2013: 2.4 Fall 2012: 2.5 Spring 2015 Fall 2015 Fall 2014

  18. Favorite Aspects of the Show The demonstrations by the culinary specialists continue to be the most appealing aspect of the Cooking Show, with strong interest also for the kitchen techniques and tips and recipes that are featured. Most Appealing Aspects of the Cooking Show 84% Of Attendees Feel Like Demonstrations By Culinary Specialists Is One Of The Most Appealing Aspects Of The Show

  19. Cooking School Impact: Actions Taken Two-fifths (41%) of those attending the Cooking School have used a coupon they received at the Cooking School, with one-third visiting a sponsor’s retail location. They are also active online interacting with the sponsors, visiting their websites, and engaging with them on social media platforms.

  20. Shopping Habits & Home Cooks

  21. Primary Shoppers & Grocery Spending Attendees are the primary grocery shopper in their household and spend approximately $104 a week on groceries. Primary Grocery Shopper in Household Amount Spent on Groceries (Weekly) Average Spent on Groceries (Weekly): Total Attendees: $103.9 Control: $114.3 Total Attendee Total Control

  22. Avid Home Cooks Attendees regularly are cooking evening meals at home, averaging 5 nights a week. Number of Nights Cooking at Home Average Number of Nights Cooking at Home: Fall 2015: 5.0 Spring 2015:5.1 Fall 2014: 4.9 Spring 2014: 5.1 Fall 2013: 5.3 Spring 2013: 5.1 Fall 2012: 5.1 Spring 2015 Fall 2015 Fall 2014

  23. Attitudes Towards Food Shopping Attendees are more likely to be making their meals from scratch and use pre-made items. Attitudes Towards Food Shopping (Strongly or Somewhat Agree Net) * * Total Attendee Total Control * *Indicates statistically significant difference to the control

  24. Baking and Cooking Skills Expertise Attendees consider themselves to be experienced in the kitchen when it comes to baking (51%) and cooking (58%) at levels that are higher than control respondents. Baking Skills as a Chef Cooking Skills as a Chef Total Attendee Total Control

  25. Demographics

  26. Demographics *Indicates statistically significant difference to the control

  27. Demographics *Indicates statistically significant difference to the control

  28. Demographics (Added In Fall 2010)

  29. Trending

  30. Year-Over-Year Summary *Indicates statistically significant difference to the previous season. ¹ Indicates questionnaire change: Spring 2009 data and earlier is based on overall opinion (excellent/very good) ² Indicates questionnaire change: Spring 2009 data and earlier is based on 10-pt scale . This is now an 11-pt scale. 3 Indicates questionnaire change: Spring 2012 data and later is extrapolated based on weekly spend 4 Indicates questionnaire change: Spring 2014 data and later is based on primary grocery shopper for household: yes/no?

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