Designing The Digital Experience Behind Ireland’s Fastest Growing Food Shows
Henkan partnered with the Ireland Food Show Series to build a complete digital foundation for their nationwide events. From designing a modern, conversion-driven website to implementing SEO, automated ticketing, paid advertising, and targeted email campaigns, every element was built to attract exhibitors, increase registrations, and streamline operations. Our team also managed ongoing social media content, ensuring consistent engagement before, during, and after each show, creating a unified digital ecosystem that continues to fuel growth across Ireland.
Ireland Food Show Series
Key Results
100%
Increase In Registrants
40%
Reduction In Admin Time Due To Automation
250%
Growth In Social Engagement
Company Overview
The Ireland Food Show Series is a nationwide initiative designed to unite Ireland’s vibrant food and drink industry through a series of large-scale trade events held across Belfast, Cork, Dublin, Galway and Kilkenny. Each show provides a dynamic platform for producers, distributors, retailers, and hospitality professionals to connect, collaborate, and showcase the very best of Irish food innovation.
The series has rapidly grown to become one of Ireland’s most recognised B2B food industry events, attracting hundreds of attendees from every corner of the country. From artisan brands to leading suppliers, each event offers a unique mix of product discovery, live demonstrations, networking, and commercial opportunities.
With the expansion into multiple cities, the organisers sought to strengthen their digital infrastructure, improve exhibitor and attendee experiences, and create a consistent brand presence across all shows. This is where Henkan stepped in, delivering a full digital transformation that included a new website, search engine optimisation, automated ticketing and email workflows, and multi-channel social media management to ensure every show reached its audience efficiently and effectively.
Company Details
- Events
- 2
- Trade Shows
- 6 Months
Services Provided
- SEO
- Email Automation
- Website Design
- Social Media Management
- Content Creation
- Marketing Strategy Creation
The Challenge
From the very beginning, Henkan has supported the Ireland Food Show Series in building its digital foundation. As the event concept grew from a single show into a nationwide series, the challenge was to create systems that could scale, from exhibitor management and ticketing to marketing automation and consistent brand communication. Without established digital infrastructure, much of the early work had to be done manually, limiting efficiency, data tracking, and overall reach. The goal was clear, develop a connected, automated, and growth-ready digital ecosystem capable of supporting multiple large-scale events across Ireland.
Impact on Business
Manual Tickets
All attendee tickets were being manually created
Limited Digital Visibility
Low search visibility and struggled to rank for relevant industry terms
Fragmented Marketing
No structured marketing plan in place
Our Solution
Automated Ticketing & Registration System
We implemented a fully integrated ticketing platform with automated attendee confirmations.
Designed A High-Performance Website
SEO-driven website was developed to showcase upcoming shows, exhibitors, and news.
Developed A Complete Digital Marketing Strategy
A unified marketing plan covering social media, SEO, paid ads, and email automation.
Results Timeline
🚀 Foundation (Months 1–2)
We designed the website framework, mapped automation flows, and established core tracking systems.
⚙️ Launch & Optimisation (Months 3–4)
We introduced automated ticketing, launched paid and organic marketing campaigns.
📈 Growth & Expansion (Months 5–6)
Ongoing optimisation of SEO, social content, and automation improved efficiency and reach, leading to higher registration volumes and stronger brand consistency.
What Worked
Success came from building a connected ecosystem rather than isolated tactics. The new website, automated ticketing system, and multi-channel marketing strategy all worked in sync to create consistent visibility and engagement across each event. Automation replaced manual tasks, while data-driven decisions guided SEO improvements and campaign timing. This holistic approach ensured every digital touchpoint - from exhibitor sign-ups to post-show emails - contributed to measurable growth and long-term brand awareness.
Critical Success Factors
Three key elements made the project successful, collaboration, consistency, and automation. Close communication with the event organisers allowed for agile updates and fast implementation across multiple events. Consistent branding and messaging built trust with exhibitors and attendees alike, while automation ensured every process - from registration to re-engagement - ran smoothly and efficiently. Together, these factors created a scalable system capable of supporting future growth across the Ireland Food Show Series.
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