IJF Sydney - Event Report by Expertise Events

JA A IN TER NATIONAL JEWEL L ERY FAIR

EVENT REPORT

I NTERN ATIONA L JE W E LLE RY FA I R S

August 31 – September 2, 2014 I Sydney Exhibition Centre @ Glebe Island

‘The 2014 Event Report contains information which is propriety and confidential. No part of this document shall be used or disclosed to others without the express written consent of Expertise Events’

2014 EVENT OVERVIEW 2014 represented a significant year of change for the JAA International Jewellery Fair. After 22 years at Darling Harbour, there was a change of venue location, a greater offering of retailer attractions, and most importantly, a change in purchasing confidence on the trade show floor. The JAA International Jewellery Fair showcased the jewellery industry’s newest, hottest and most comprehensive range of luxury and fashion jewellery products and services in Australia. The new Sydney Exhibition Centre @ Glebe Island (a temporary venue facility while the Sydney Exhibition Centre at Darling Harbour is being rebuilt) played host to the biggest jewellery trade show in the country. For many retailers and suppliers, their day at the trade fair began with an enjoyable ferry ride across the famous Sydney Harbour. On arrival, the new venue offered a large, yet inviting and intimate show floor with an abundance of natural light, which brought the jewellery on show to life.

EVENT PROFILE Dates: August 31 – September 2, 2014 (Sunday – Tuesday) Venue: Sydney Exhibition Centre @ Glebe Island Website: www.jewelleryfair.com.au Organised by:

T: 61 2 9452 7575 E: info@jewelleryfair.com.au The Jewellery Fair Team

Gary Fitz-Roy Managing Director

This year, the Fair packed more attractions for retailers to choose from than ever before. Dedicated sessions on jewellery retail marketing and sales boosting strategies led by industry heavyweights from Australia and the USA pleased many, while the new Jewellers’ Bench created an interactive hub where jewellers were inspired and got the chance to network with like-minded peers. Feature displays dazzled with the World Famous Diamond collection, plus retailers and suppliers were treated to a sneak peek at ‘Jeweller to the Stars’ Nic Cerroni’s collection.

Daniel Heather Exhibition Manager

Jennifer Murphy Event Sales Executive

The happy hour on the first day was an opportunity to network with clients, colleagues and friends and we thank the buying group for their support. Retailer attendance was strong and more importantly, confidence in purchasing was high – a welcome relief for the industry. Attendance was consistent with previous years with the opening day holding the greater volume of traffic on the show floor (43.5%) compared with Monday (34.2%) and Tuesday (22.2%), and the Fair enjoyed a total of 26.3% first time registrations. Independently owned jewellery retailers, multi and chain store owners continued to be the bulk of retailer buyers with a healthy compliment of manufacturers and jewellers. We would like to extend our thanks to the Jewellers Association of Australia, the three buying Groups; Leading Edge, Nationwide and Showcase, and all exhibitors. The International Jewellery Fair would not continue at the high standard of professionalism without your support and contribution. Please enjoy the following Post Event Report for full information on the event.

Kirsty Dagnall Marketing Coordinator

Laura Gebauer Event Coordinator

Cameron Mock Event Planner

KEY VISITOR RESEARCH

*Statistics collected from 2014 pre-show registration and post-show surveys

Jewellery Retailer

55.3%

BUYER BY TYPE

Jeweller

23.2%

Jewellery Manufacturer

12.2%

Other Student

Gemmologist

1.6%

4.7%

REASONS FOR ATTENDING

41.67%

To place orders

To find new products

76.39% 59.72%

To see new suppliers

59.72%

To see the latest trends

29.17%

To network

37.5%

To learn

78.6%

100%

88.75%

94.3%

PURCHASED GOODS AT THE FAIR

HAD THE AUTHORITY TO PURCHASE AT THE FAIR

WILL CONTINUE TO PURCHASE GOODS FROM AN EXHIBITOR AT THE FAIR

WOULD RECOMMEND THE FAIR TO THEIR PEERS

BUYER BY STATE

NT 0.3% QLD 10.2% WA 2.5% SA 4.7% NSW 66.7%

VIC 10.5%

TAS 1.5% NZ 1.8%

Other 0.3%

BUYERS BY CATEGORY

89% Independent Retailers

11% Buying Group Members

2014 VISITOR ATTRACTIONS

SPOTLIGHT LEARNING EXCHANGE

ASK THE EXPERT

ON THE BENCH

A series of workshops and seminars held

Following on from topics presented in the

Presented by the Young Jewellers’ group,

throughout the event that educated and

SPOTLIGHT sessions, a number of top

the Jewellers’ bench was held daily to

inspired attendees. Topics included;

business consultants were available to

demonstrate a number of techniques

• Visual merchandising

speak with, one-on-one, in the new Ask

including CAD design, engraving and

• Staff success

The Expert Lounge.

jewellery setting.

BUYING GROUP LOUNGES

BRIDAL PARADES

JEWELLERY EXPERT SPEAKERS

Located on the exhibition floor, lounges

This year the International Jewellery Fair

From Jimmy DeGroot to Nic Cerrone, this

provided seating and refreshments for

showcased this season’s hottest jewellery

year’s Fair delivered some of the jewellery

some of the leading buying groups and

trends for brides and grooms alike. As

industry’s heavyweights daily.

their members, away from the hustle and

well as a bridal industry summary from

bustle of the exhibition floor.

P.W. Beck, visitors were also given fact

• Retail marketing

sheets compiled by Bride to Be magazine on the latest bridal jewellery statistics.

MEDIA MORNING TEA

WORLD FAMOUS DIAMONDS

MEET THE DESIGNERS

With media representatives from a range

Presented by Scott Sucher, this display

As a prelude to the JAA Australian

of publications and channels including

showcased some of the most accurate

Awards, the nominated designers

Bride to Be, Channel Ten and The Style

diamond replicas in the world. Scott

held a session at the fair to share their

Agency, the Media Morning Tea was an

conducted daily talks which detailed each

inspiration and motives behind the

opportunity for the media to hear about

display.

nominated pieces.

all the latest jewellery trends for the upcoming season.

NEW LOOK EATERIES

HAPPY HOUR

THE JEWELLERY FAIR

Expertise Events worked closely with

For the first time ever, the Jewellery

the Sydney Exhibition Centre’s catering

Fair Happy Hour was held. Sponsored

To encourage visitor purchasing, the JAA

team to deliver a brand new enticing food

by Leading Edge, Nationwide and

Jewellery Fair introduced the first ever

outlet. Located on the show floor, and not

Showcase Jewellers, the Happy Hour

Treasure Chest. Visitors had to spend

delivering your typical exhibition food, the

was a chance for visitors and suppliers

over $1000 with an exhibitor to get a

NY Pizza area provided visitors with fresh

to network at Australia’s No1 Jewellery

chance to go into the draw for a selection

and delicious food.

event.

of jewellery worth nearly $20,000!

TREASURE CHEST

FREE TRANSPORT To ensure that visitors got to the venue in the smoothest way possible, our team put on complimentary, dedicated transport options for all attendees. Expertise staff were stationed at all FREE transport pick-up points to help ensure an enjoyable journey for all visitors to the Fair, and for those driving to the Fair, Expertise Events arranged a discounted flat rate of $25 for the day for all visitors who arrived before 10am.

BEST STAND AWARDS These are judged on the following criteria: • Pre-fair marketing participation • Staff presentation • Visitor interaction • Product display • Stand design • Overall integration of stand elements

Congratulations to the winners in 2014: BEST SMALL STAND

BEST LARGE STAND

ELIZABETH JEAN CREATIONS

NAJO

STAND K32

STAND D36

EVENT MARKETING ACTIVITIES A co-ordinated and multi-faceted marketing campaign was conducted to promote the JAA International Jewellery fair.

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SYDNEY August 31 – September 2, 2014 Sydney Exhibition Centre @ Glebe Island

Where will you find hot www.jewelleryevents.com.au discover new designs in jewellery, entire see the latest global trends, new product ranges and get ideas for your business? Primary Sponsor

NEW VENUE

Organised by:

Supported by

+61 2 9452 7575

PLUS!

SYDNEY August 31

– Sydney Exhibition Centre September 2, 2014 @ Glebe Island www.jewelleryevents.co m.au So, you visit regularly?

New to the Fair?

Great! Simply bring your Blue Buyer Card with you for express entry to the fair.

– Septemb SYDNEY August 31

We look forward to welcoming you! Simply go to our website to register before attending.

er 2, 2014

@ Glebe Island Sydney Exhibition Centre m.au www.jewelleryevents.co

NEW VENUE!

Organised by:

+61 2 9452 7575

In its 23rd year and in a brand new venue, we’ve packed more into this year’s International Jewellery Fair than ever before!

VALUE SAVINGS ON OFFER...

Get new insights from the industry’s heavywei ghts that will CHANGE how you do business.

For the first time ever, you can bring a free guest!

NEW VENUE!

Save the date and start planning

AUGUST 31 – SEPTEMBER 2, 2014

Remember – Now at the NEW Glebe Island Exhibition Centre

SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND

No, it’s not an island. However you can get a FREE ferry, a FREE bus or drive to the Fair. Visit our website for full information.

SYDNEY August 31 – September 2, 2014

AUSTRALIA’S NO.1 JEWELLERY EVENTS

Primary Partner

today!

Sydney Exhibition Centre @ Glebe Island www.jewelleryevents.com.au NE

Supported by

Supported by Primary Sponsor

Jewellery postcard.indd 1

Organised by:

jewellery_IJF_Sydney_V3.i

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+61 2 9452 7575

16/07/14 10:35 AM

MAKE YOUR TIME COUNT

– WE KNOW HOW VALUABL E IT IS!

TRADE MAGAZINE ADVERTISING

Here are some of our best tips to help you maximise your time at the Fair to make it convenient, easy and time efficient..

DIRECT MAIL 1.

Make a list of the new ranges or products you need to give you the EDGE! (Check out the fair website and take a look through the Jeweller Official Fair Directory)

4. 5.

Plan who is a must see, know their location and tackle them first. Arrive early so you can pace yourself. You can’t beat face-to-face contact.

Pre-set appointments with your must see exhibitors and brands. Identify what retail expert learning streams are running. There will always be some FREE tips for you to pick up that will have an impact.

Read through this guide to get details on all new bookings, maps and the exhibitor list. Don’t forget to pick up your fair bag - it may come in handy for brochures!

Look for NEW products and companies. It’s about developing your business edge with smart buying. Set yourself targets on how many new items you want to discover.

Set goals for yourself and your team in advance to get what you need out of the fair.

Take a notepad, business cards and a small camera. Don’t be afraid to ask if you can take pictures of the products and get ahead with planning your indoor displays. Be a sponge! Collect as much information as you can from companies that interest you. Be prepared to adapt and adopt.

10. Take a break! Meet your colleagues at

our brand new themed eateries and catch up on what has caught your eye.

11. Keep an open mind for things you discover

that you didn’t expect! Trends and consumer needs change - you need to be ready to change as well!

Direct mail was used extensively

TRADE INVITATIONS

& INVOICE STICKERS

A schedule of advertising was

by the event and WIN included three

placed in the major trade publication,

unique mailings to a database of

statement stickers were printed for

Jeweller magazine. The campaign

approximately 14,000 prospects on

the use of exhibitors to promote

A BOUNTY OF JEWELLE RY TREASUR ES WORTH NEARLY

The new Sydney Exhibition Centre @ Glebe Island isn’t on a real island, but that’s no reason why we can’t have some fun with it with a great Treasure Chest of goodies. The chest will be filled exclusively with jewels, gems, tools and time pieces for one lucky visitor to win, courtesy of our generous exhibitors.

$20,000!

Here’s how it works:

Every time you place an order with a participating exhibitor in multiples of $1,000, you will get an entry into the draw.*

Simply fill out each ticket with your details then place them in the entry box at the Treasure Chest display area at the fair for your chance to win.

CONDITIONS OF ENTRY: 1. *Tickets issued can only be from orders placed at the International Jewellery Fair at Glebe Island. 2. Additional tickets can only be issued when it rolls over the full $1,000. Only one ticket will be issued per 3. The product supplied in the chest $1,000 spent. is the product to be given to the winner

The more you spend, the more chances you have to win the Treasure Chest!

The draw will take place on Tuesday afternoon at 4pm. If the winner is present, they will win an additional $750 in cash, plus the chest will be delivered for free to their business!

www.jewel leryfair.com .au

DL flyers, postcards and invoice/

also included inserts tailored to the

each occasion:

NZ and Australian markets separately.

• ‘You’re Invited’ postcard

banners were also made available to

•

be included on websites and email

‘Save the Date’ postcard

• 20-page Fair Preview &

their attendance at the Fair. Web

communications.

Registration booklet • Pre-show newsletter detailing exhibitor offers and the comprehensive feature program

EMAIL MARKETING

FAIR WEBSITE

TELEMARKETING & SMS

Regular email newsletters were sent

The JAA International Jewellery

A telemarketing campaign was

to prospective visitors each outlining

Fair website was a comprehensive

conducted in the weeks prior to the

specific event initiatives and pointing

resource for the event, detailing

fair, issuing a personal invitation to

back to the event website.

exhibitor listings, amenities, fair

attend the Fair, an offer to correct

features, links to accommodation

records and facilitate the provision of

bookings and, most importantly, a

further information.

portal to the NEW online pre-event registration.

18/07/14 10:09 AM

AUSTRALIA’S NO.1 JEWELLERY EVENTS

OFFICIAL FAIR DIRECTORY

August 31 – September 2, 2014 Sydney Exhibition Centre @ Glebe Island jewelleryfair.com.au

1/08/14 3:55 PM Sydney_FairDirectoryCover_2014.indd 1

OFFICIAL EXHIBITION

PUBLIC RELATIONS

THE DAILY NEWS

Each fair initiative was released to

Each day of the Fair we emailed

the market at large via the trade

the Fair News to more than 8,000

The 24-page exhibition directory,

press. As a supporter of the Fair,

potential visitors. This was full of

produced by Jeweller magazine, was

Jeweller magazine, both online and

information direct from the event. By

available to every visitor, providing

in print, ran a wide-ranging preview

making a personal daily connection

a valuable resource to navigate the

of the Fair in the months and weeks

with visitors, they saw the action ‘live’

exhibition and more importantly an

prior including a comprehensive

from the Fair, and got excited about

essential post event resource to keep

‘Show & Tell’ covering the majority of

visiting.

in touch with exhibitors.

exhibitors.

NOMINATED BUYERS

BRING A GUEST

We invited all of the Fair exhibitors

For the first time at the Fair, Expertise

to provide us with lists of their top

Events allowed blue buyer card

clients. These nominated buyers

holders to bring along an advisory

were then pre-registered and sent

guest. Following feedback from

a confirmation letter indicating that

previous years, Expertise Events

their badge would be at the door for

created a new guest pass whereby

express entry.

buyers could bring a guest of their choice to the show for assistance with any purchasing.