Issuu on Google+

rt 2 o 1 20 Rep

st o P

w

o Sh

$12.4 million is the estimated spend by visitors at the 2012 Show.

Auckland’s longest running Home Show - tried, tested and proven!


Record breaking Show! The 2012 Auckland Home Show once again delivered a high return for exhibitors and key stakeholders. With new marketing initiatives implemented, improved website content for visitors and exciting new Show features, it attracted even more quality visitors than the previous year, with a 5.1% increase in attendance (48,504 visitors). Visitor quality was evident with 97.9% of visitors planning a renovation or home project. Furthermore, exhibitor satisfaction was at a high 92.2% for the Show’s overall performance. The Auckland Home Show continues to be the No. 1 destination for renovators, new home builders and anyone undertaking a home improvement project.

High renovation spend

Footnote: Statistics in this Report are from an independant Buchanan Research 2012 survey.

$200,000 - 100,001

6.6%

$100,000 - 50,001

11.4%

$50,000 - 25,001

18.8%

Less than $25,000

46.7%

$200,000+

15.0%

Quality Visitors Attend •

97.9% are planning a building, renovation or home improvement project.

They have renovated 1.5 homes in the past.

They have an average renovation budget of $74,900.

18.6% renovate or build at least once a year.

Their average income is $115,200.

Their average home value is $681,200.

96.3% attend to see the latest building and renovation products.

75% of the visitors made a major renovation purchase or will within 6 months of attending the Show.


Visitors’ planned projects

Purchases imminent I bought at the Show

21.0%

Bathroom

52.8%

Within 3 months

23.0%

Kitchen

51.2%

In 3 - 6 months

31.0%

Living Area

37.2%

In 6 - 12 months

36.0%

Furniture / Furnishings

36.7%

Over 12 months from now

18.0%

Bedrooms

36.2%

Heating / Cooling

32.9%

Roof/Windows

31.5%

House exterior cladding

21.2%

Home security

16.9%

Home entertainment systems

16.1%

Adding a Room

13.2%

Pools / Spas

12.6%

Visitors want to see more bathroom and kitchen products at the Show for their renovation.

NB: Respondants may select more than one answer.

69.1% of visitors are undertaking a major building or renovation project. Visitors Ready to Build/Renovate

%

I am about to start my home renovation

30.6

I am about to start building my new home

10.5

I have commenced my home renovation project

25.3

I have commenced building my new home

2.6

The average exhibitor ROI onsite and follow up was $130,380. Exhibitors estimate a further 83% of sales is generated after the event.


Exhibitors estimate $53.8 million of business was generated as a result of the 2012 Show.

96% exhibitor satisfaction from Show results.

Intent to Purchase Visitor Likelihood

%

Bathroom / bathroom products

52.7

Kitchens

51.4

Heating / Cooling

48.4

Water & energy saving products

47.2

Kitchen & Laundry appliances

46.5

Interiors

45.4

Building products

43.4

Outdoor

29.9

Additions / Extentions

27.4

Show Performs Well Exhibitor Satisfaction

%

Quality of visitors

95.6

Generating brand awareness

97.6

Generating high value sales leads

88.9

Total number of visitors

94.4

Launching a new product

97.7

Making sales at the Show

84.1

Meeting building trades

88.5

Large volume leads

84.5

92.2% of exhibitors were happy with the Show’s overall performance for their company.


Exhibitor Testimonials “We come to the Auckland Home Show to make sales and generate leads. These flow on for 6 to 8 months after the event. It’s exposing our product to a huge number of new customers” Cuchi Furniture Jeremy Dunlop “The great thing about the Auckland Home Show is we get to showcase our product in front of a lot of people in a very short space of time. Many of our customers take advantage of great Show deals, but it also drives them back to our showrooms. The perfect complement of sales and leads.” Hot Spring Spas Aaron Sampson “We’ve been doing the Auckland Home Show for seven years and we’ll continue to do it each year because it works.” Auckland Landscape Supplies Mike Bryant “It’s a great place for branding my product and my business. We’ve been coming for sixteen years and it’s the best place to meet people, get referrals and have people to see the products.” Absolute Air Conditioning Malcolm Miller “We come to the Auckland Home Show to showcase our new colour range, support existing clients, seek new clients and drive customers back to our stores.” Resene Ingel Janssen “We get the opportunity to both showcase new products and sell at the Auckland Home Show. We get lots of sales at the event and the following three months.” The Appliance Shed Cherie Kerrison “For Kitchen Mania this is our fourth year at the Show. The Auckland Home Show is great for timing, it happens at the beginning of Spring when people are wanting to look at renovations and kitchens. We keep coming back because we can showcase our kitchen range to the right audience.” Kitchen Mania Carl Arnold


Marketing to the buyers A comprehensive and targeted marketing campaign is implemented to reach Auckland homeowners planning a building or renovation project. The proven campaign attracts quality buyers to the Show with significant budgets ready to spend on their home improvement project. The strategic campaign includes: •

Prime time TV advertising with high TARP rating, reaching 78% of Auckland people aged 30 - 64;

Saturation radio advertising across key Auckland stations;

Show Guide distributed to over 180,000 Auckland homes and 25,000 show visitors respectively;

Show Wrap in the NZ Herald distributed to 55,000 homes;

Prominent press advertisements in the The NZ Herald;

Comprehensive Show website with over 52,447 visits;

eDM marketing to the Home Show Club - now with over 15,000 members;

Social marketing via Facebook, with an increase of over 1,000 ‘likes’.

The Facebook campaign reached over 87,000 Auckland renovators.

New marketing initiative - the eDirectory - gave enhanced pre and post Show exposure to exhibitors. The eDirectory on the Show website was the highest viewed page, excluding the home page, with over 9,000 unique views.

Book your stand for 2013 Speak to our team now about a tailored solution for your brand 09 976 8307 aucklandhomeshow@eenz.net.nz

11 - 15 September 2013

ASB Showgrounds, Greenlane aucklandhomeshow.co.nz


Auckland Home Show 2012