Show Report
Image courtesy courtesy of of Freedom Destination Living Image Kitchens
Delivering you more business than ever!
The Melbourne HIA Home Show Melbourne’s favourite home improvement event proves once again why it remains the premier destination for homeowners and trade alike. Visitors were actively seeking building and renovation solutions, with 98.5% undertaking a project with an average budget of over $127,762. An estimated $22 million worth of business was generated by the Show, with an average ROI of $74,000 per exhibitor. Furthermore, the Show attracted a strong trade audience with 10% of visitors being registered in a building trade. With the continued support of the Housing Industry of Australia (HIA), the event continues to deliver a strong financial return and be an integral marketing solution for all key stakeholders. *All research undertaken by independent researcher, iData Group 2013.
24.4% of visitors will spend over $200,000 on their renovation or home build project.
Visitors’ high renovation spend Up to $25,000
38.3%
$25,001 - $50,000
18.0%
$50,001 - 100,000
12.0%
$100,001 - $200,000 $200,001+
7.3% 24.4%
Quality visitors attend • 98.5% are planning a building, renovation or home improvement project. • 30.9% of visitors have renovated 2 or more properties. •
Visitors have an average reno budget of $127,760.
• 10% belong to the building trade. • 47.59% of visitors own more than one property. •
Average income is $110,900.
•
Average home value is $638,000.
Visitors planning projects Outdoor
55.3%
Bathroom
53.8%
Kitchen
52.5%
Living area
36.6%
Furniture / furnishings
32.8%
Bedrooms
31.7%
Roof / windows
30.3%
Heating / cooling
30.0%
Home technology
20.9%
House exterior cladding
17.6%
Adding a room Pools / spas
16.6% 12.7%
92.0% of visitors were satisfied with the overall Show.
Exhibitors averaged 78 sales leads to follow up after the event, with an estimated 83% of sales to be generated post-Show.
Visitors renovating now Project completion time-frame Within 3 months
12.7%
In 3 - 5 months
11.8%
In 6 - 11 months
27.5%
In 12 - 17 months
23.4%
Over 18 months from now
24.6%
With 98.5% undertaking a building or renovation
project, 52.5% expect to be completed within 11 months. Visitors building/renovating now
%
About to start home renovation
30.0
About to start building a new home
19.7
Commenced home renovation project
21.3
Commenced building new home
7.9
Visitors spent approximately
$11.8 million on orders and purchases on-site.
67% of exhibitors
will gain 2 months or more work
34% will gain 4
months or more work
Purchase intention high Visitors about to buy
%
Bathrooms & bathroom products
57.8
Kitchens & kitchen products
56.5
Outdoor products
42.3
Flooring
41.9
Windows & Doors
39.4
Heating & cooling
35.2
Appliances - kitchen & laundry
35.1
Products to save water & energy
34.4
Furniture & furnishings
17.5
$22 million of
business is anticipated by exhibitors post Show.
Show performs strongly Exhibitor Satisfaction
%
Launching new products
100
Generating brand awareness
97.5
Quality of visitors
96.3
Total number of visitors
90.2
Overall Show satisfaction
88.3
Generating high value sales leads
76.8
Making sales at the Show
74.4
Meeting building trades
71.4
Large volume leads
71.2
88%
exhibitor satisfaction with the Show’s overall performance.
Exhibitor testimonials “We had an absolutely fantastic response. It was certainly an awesome experience and has us thinking about future shows! Tanja Ferraro Concrete FX
“This was our first time exhibiting at the HIA Home Show, and even though we had an idea of what to expect over the 4 days, I can honestly say our expectations were exceeded by the volume of enquiries we received. Great show and well managed. See you again next year!” Chris Wheatley OAMPS
“The HIA Home Show is a wonderful opportunity for IKEA to connect with consumers who are actively looking to renovate their homes. We look forward to exhibiting again.” Bianca Speller Local Marketing Manager IKEA
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 60% of Melbourne people aged 30 - 64. Comprehensive website with over 50,000 visits in the month leading up to the Show.
Saturation radio advertising across key Melbourne FM stations. Prominent press advertisements in The Herald Sun EGN.
84 page glossy Show Guide distributed at the Show to over 37,000 households DM & eDM marketing to the building trade - over 10,000 invitations sent.
eDM marketing to the Home Show Club - now over 53,000 members.
F
Social marketing via Facebook, reaching over 186,000 Melbourne renovators. Mobile application for iPhone & Android with over 2,000 downloads.
Book your stand now for 2015 Speak to our team about a tailored marketing solution for your business
Thursday 9 - Sunday 12 April, 2015 Melbourne Exhibition Centre Image courtesy of Design Unity
p: 03 9276 5555 e: homeshows@eea.net.au
hiahomeshow.com.au