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Quality Buyers! The 2013 Canterbury Home Show proved once again why it remains in strong demand. With over 10,000 visitors attending, exhibitors reported excellent trading and a 100% satisfaction with the quality of visitors. Homeowners were actively seeking building and renovation solutions, with 97.9% undertaking a project with an average budget of $161,699. Exhibitor research identified that $15.3 million worth of business was generated by the Show, with an average ROI of $88,953 per exhibitor. The event continues to deliver a fantastic financial return for all key stakeholders. *All research undertaken by independent researcher, iData Group.

Quality visitors attend

High renovation spend

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

Up to $25,000

37.7%

45.4% of visitors have renovated at least 2 properties.

$25,001 - $50,000

14.6%

$50,001 - $100,000

7.2%

Visitors have an average renovation budget of $161,699.

$100,001 - $200,000

4.2%

$200,001+

31.6%

34.6 % of visitors own more than one property.

35.8% of visitors were spending over $100,000

on their renovation or home build projects.


Visitors renovating now

Visitors planning projects

Project completion time-frame

Landscaping & decking

56.9%

Bathroom

51.7%

In 3 - 5 months

10.8%

Kitchen

50.0%

In 6 - 11 months

31.5%

Living area

38.8%

In 12 - 17 months

19.9%

Bedrooms

37.7%

Over 18 months from now

22.6%

Roofs / windows

34.5%

Furnishings

34.0%

Heating / cooling

30.1%

House exterior cladding

29.6%

Home security

19.5%

Home entertainment systems

18.4%

Visitors building/renovating

Pools / spas

10.9%

About to start home renovation

27.6

About to start building a new home

29.8

Commenced home renovation project

14.9

93.0% of visitors were satisfied with the overall Show.

Within 3 months

6.0%

With 97.9% undertaking a building or renovation project, 48.3% expect to be completed within 11 months.

Commenced building a new home

Exhibitors averaged 77 sales leads to follow up post-Show. Exhibitors estimate an average return on investment of $88,953.

%

4.6


Exhibitors estimate

Exhibitors average $35,300 worth of sales on site from the Show.

$15.3 million of business was generated as a result of the 2013 Show.

Purchase intention high Visitors about to buy

%

Kitchens / kitchen products

65.3

Bathrooms / bathroom products

59.8

Landscaping & decking

52.3

Flooring

48.4

Lighting

44.8

Products to cut energy bills

44.2

Windows & doors

41.7

Kitchen & laundry appliances

36.3

Blinds - indoor and external

28.6

Show performs strongly

Follow up business generated

59% will gain up to 3 months more work

41% will gain 4

months or more work

Exhibitor Satisfaction

%

Quality of visitors

100

Launching new products

100

Total number of visitors

98.3

Generating product awareness

98.2

Overall Show performance

96.6

Generating high value leads

94.8

Large volume leads

90.6

Meeting building trade

90.0

Making sales at Show

87.6

98.3% of

exhibitors were happy with the number of visitors at the Show.


Exhibitor Testimonials “The Canterbury Home Show provided the ideal platform for our team to interact directly with potential customers and bring our products to life. We are delighted with the results of the Show and look forward to attending again next year.” Joseph Beuker, Promotions & Marketing Development Architectural Profiles Ltd “We have found the Canterbury Home Show to be a great avenue to promote our brand of cooking appliances and it has provided us with direct sales results and an increase in brand awareness. The Show attracts quality leads and a customer base who are prepared to invest in quality appliances.” David Elvy, Managing Director ILVE Appliances “Once again we are delighted with the Canterbury Home Show. It is well organised and this was the seventh year Living Kitchens has been exhibiting at the Show. We love being part of the Designer Rooms feature and will certainly be back for our eighth Show next year.” Carol Garland, Managing Director Living Kitchens “We look forward to the Canterbury Home Show every year as a chance to meet new customers and reconnect with existing customers. We’ve been exhibiting at the Canterbury Home Show for over a decade and are already booked into the next one. We find it’s a great opportunity to introduce new products, promote our brand and answer a myriad of customer questions.” Karen Warman, Marketing Manager Resene Paints


Marketing to the buyers A comprehensive and targeted marketing campaign is implemented to reach homeowners planning a building or renovation project. This proven campaign delivers quality buyers with significant budgets ready to be spent on their home improvement project.

The strategic campaign includes: •

Prime time TV advertising with high TARP rating - reaching 78% of Cantabrian’s aged 30 - 64;

Saturation radio advertising across key Canterbury stations;

Prominent press advertisements in The Press;

16-page Show Guide distributed to over 80,000 Canterbury homes and 10,000 Show visitors.

Online advertising on The Press website;

Comprehensive website with over 29,000 total page views;

eDM marketing to the Home Show Club now over 15,400 members;

Social marketing via Facebook, reaching over 33,450 Canterbury renovators.

Book your stand for 2014 Speak to our team about a tailored solution for your business. 03 329 2263 sharonspyve@eenz.net.nz

New marketing initiative - The eDirectory enhanced pre and post Show exposure to exhibitors. Each exhibitor averaged 214 profile views.

17 - 19 October 2014

CBS Canterbury Arena, Addington canterburyhomeshow.co.nz


2013canterburyhomeshowpostshowreport