Show Report
Delivering you more business than ever! Image courtesy of Attard’s Kitchens & Cabinetry
The Sydney HIA Home Show Sydney’s biggest home improvement event cements it’s position as the premier destination for homeowners and trade. Visitors were actively seeking the latest renovation and building products, with 98.1% planning a project with an average budget of $170,000. 91.4% of exhibitors were satisfied with the Show’s overall performance. Each exhibitor received an average of 109 leads and over $38.5 million in total business generated by the Show. The continued support of the HIA ensured a strong trade audience was present with 11% of attendees registered as a building trade member. More than 1/3 of visitors were spending in excess of $100,000 on their renovation project, confirming the Sydney HIA Home Show delivers a quality audience ready to buy. *All research undertaken by independent researcher, Showzapp of the 2014 Sydney HIA Home Show.
38% of visitors will spend $100,000+
on their renovation or building project.
Your assurance of meeting genuine buyers
Visitors’ high renovation spend Up to $25,000
29%
$25,001 - $50,000
18%
$50,001 - $100,000
15%
$100,001 - $200,000
11%
$200,001+
27%
Quality visitors attend • • •
98.1% are planning a building, renovation or home improvement project. 38.3% of visitors have renovated 2 or more properties. Visitors have an average reno budget of $170,000.
•
11% belong to the building trade. •
46.6% of visitors own more than one property. •
Average income is $126,000. •
Average home value is $812,000.
Only qualified prospects attend Visitors planning projects
Visitors renovating now Project completion time-frame
Outdoor
60%
Bathroom
58%
Kitchen
57%
Living area
43%
Furniture & furnishings
40%
Bedrooms
36%
Roof & windows
35%
Heating & cooling
31%
House exterior cladding
25%
Home technology
25%
Adding a room
21%
Visitors building/renovating now
%
Pools & spas
16%
About to start a home renovation
34.9
About to start building a new home
16.9
Commenced home renovation project
20.5
76% of visitors are likely to
attend the 2015 HIA Home Show
Within 3 months
10.0%
In 3 - 5 months
16.0%
In 6 - 11 months
32.6%
In 12 - 17 months
21.4%
Over 18 months from now
20.0%
With 98.1% undertaking a building or renovation
project, 58.6% expect to be completed within 11 months.
Commenced building new home
Exhibitors averaged 109 sales leads to follow up post-Show.
87.1% of visitors will make a purchase post-Show
6.0
Show delivers immediate sales for your business Visitors spent approximately
$18.4
million on orders and purchases on-site.
72% of exhibitors
will gain 2 months or more work.
41% will gain 4
months or more work.
Purchase intention high Visitors about to buy
%
Outdoor products
55.0
Building products
51.2
Kitchens & kitchen products
48.9
Products to save water & energy
47.2
Bathrooms & bathroom products
47.2
Heating & cooling
44.4
Kitchen & laundry appliances
40.7
Furniture & furnishings
36.0
Additions / extensions
29.1
$38.5 million
of business is generated by the Show overall.
Show performs strongly Exhibitor Satisfaction
%
Generating brand awareness
97.0
Quality of visitors
90.4
Launching new products
93.3
Generating high value sales leads
90.6
Total number of visitors
95.2
Overall Show satisfaction
91.4
Making sales at the Show
80.8
Large volume leads
91.0
Meeting building trades
85.3
91.4%
of exhibitors were satisfied with the Show’s performance.
Exhibitor testimonials “The HIA Home Show in 2014 was the first for BOQ but definitely not the last. The brand awareness that HIA gave our network was more than expected for all involved. The show took us in front of customers that we might not have had the chance to engage, without this opportunity.” Alana Inwood - Marketing Advisor Bank of Queensland
“G.J. Gardner Homes exhibited at the HIA Home Show for the first time this year. It was defintiely worthwhile from a brand and lead generation perspective and based on this success we have secured an even larger site for the 2015 Show. Ben Everingham - Marketing Manager G.J. Gardner Homes
“We consider the HIA Home Show the most effective return on investment over all other marketing sources, with sales enquiries surpassing our expectations. We will be back again in 2015.” John Woodhouse - Director Landscape Tanks
“We exhibited at the HIA Sydney Home Show for the first time this year and were wrapped with the results! We filled our books for the month of June with 50 well qualified new leads, covering all of Sydney and as far out as the Central Coast, Illawarra and the Blue Mountains. We look forward to being involved again in 2015 and have already booked a larger stand.” Matt Ranieri - Owner/Manager Narellan Pools - Sydney City & Northern Sydney
We market only to 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 Sydney people aged 25 - 54. Comprehensive website with over 44,000 visits in the week leading up to the Show.
Saturation radio advertising across key Sydney FM stations. Prominent press advertisements in The Daily Telegraph and Sydney Morning Herald.
eDM marketing to the Home Show Club - now over 34,000 members.
Buyers Guide magazine distributed to all visitors at the Show.
Social media marketing via Facebook, creating 23,242 impressions.
DM & eDM marketing to the building trade - over 7,000 invitations sent.
F
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
28 - 31 MAY, 2015 SYDNEY SHOWGROUND SYDNEY OLYMPIC PARK Image courtesy of Narellan Pools
p: 03 9276 5555
e: homeshows@eea.net.au
sydneyhomeshow.com.au