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The business case for consumer expos SPASA’s Pool & Spa brand manager, Daena Bougoure-Latchford, details how pool industry members can take advantage of the opportunities presented by consumer shows.
SPASA Australia’s Melbourne Pool & Spa Lifestyle Expo was held over the weekend of February 4-6 at the Melbourne Showgrounds, with thousands of eager buyers attending over the three days.
By Daena Bougoure-Latchford
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n the dynamic landscape of the pool and spa industry, strategic business decisions can drive significant growth. The Pool & Spa Lifestyle Expo presents a unique avenue for businesses to connect with highly engaged audiences, elevate brand visibility, capitalise on emerging trends and forge lucrative connections. The 2024 season kicks off in February with 10 expos now operating under the consolidated consumer brand Pool & Spa Lifestyle Expo including The Home Show partnership which is now in its third year, giving exhibitors the opportunity to exhibit in the second half of the year in Perth, Melbourne, Brisbane and Sydney. The 2024 portfolio of expos will be the first year that we’re promoting a consolidated, consistent and unified message to consumers under the Pool & Spa brand. The benefit to industry is immeasurable with one voice talking directly to consumers and directing them to a platform that’s been created to educate and inspire. Investing in a pool or spa is a big decision and the consumer is hungry for information to help navigate through the process which can be overwhelming. Previously, expos had worked in isolation with no central information hub to continue communicating with the consumer beyond the show. There hadn’t been a dedicated platform for consumers to visit until poolspalife.com.au was launched in February 2022. Over the past 18 months, we’ve connected our consumer touchpoints as a fully integrated multi-channel platform which has seen more than 350,000 unique users utilising the Pool & Spa website as a resource and as a marketing platform that reaches millions of consumers. We can now efficiently and effectively communicate the value of pools and spas through a trusted information source that’s rich in content and focused on sales outcomes for industry.
Pool & Spa Lifestyle Expo
The Pool & Spa Lifestyle Expo is not just an event; it’s a gateway to a thriving business landscape and opportunity for industry leading businesses to engage with homeowners who are actively seeking the latest trends and innovations in pool and spa solutions. An exciting addition for exhibitors is that they can now leverage the Pool & Spa audience through tailored marketing campaigns that are targeting highly engaged audiences. These campaigns place brands on high traffic websites to qualified consumers who are actively looking to invest in pools, spas and outdoor living products, ensuring your brand presence is optimised in the right places and to the right audience. Here are a few reasons why the Pool & Spa Lifestyle Expo is good for business: 50
SPLASH!
December 2023/January 2024
• New audiences – 83 per cent of expo visitors have not previously attended. • Buyer intent – 54 per cent of visitors have already decided to purchase before attending. • Highly qualified – 91 per cent of visitors will have purchased at the show or intend to purchase within the next 12 months. Why should your business be part of this exciting opportunity? 1. National market penetration: Showcase your products and services to a diverse, national audience, solidifying your brand as a prominent force in the pool and spa sector. 2. Precision targeting: connect with a highly qualified demographic actively seeking pools, spas and outdoor living products and services. By participating in the Pool & Spa Lifestyle Expos, your brand gains significant brand exposure to a focused audience keenly interested in investing in toptier pool and spa offerings. 3. Strategic networking: forge critical connections with industry leaders. Expos serve as an invaluable platform to establish strategic alliances, exchange industry insights and stay abreast of market dynamics. 4. Innovative showcasing: showcase your commitment to innovation by unveiling new products and cutting-edge technologies. Expos are an optimal setting to captivate an audience and position your brand as a trailblazer. 5. Educational thought leadership: leverage the opportunity to share your industry expertise through a targeted seminar. This positions your brand as a thought leader, engaging with an informed audience eager to absorb insights on the latest industry advancements. 6. Marketing and sponsorship opportunities: capitalise on tailored marketing campaigns that will drive your reach even further to the right audience, promoting and positioning your brand as an industry leader. Spaces are limited, so act now. n Contact: poolspalife.com.au; daena@poolspalife.com.au; 0452 366 856
Key expo dates Pool & Spa Lifestyle Expo
Melbourne: 2-4 February Perth: 17-18 February Sydney: 2-3 March
Adelaide: 23-24 March New Zealand: 11-12 May Brisbane: 18-19 May
Pool & Spa Lifestyle Expo at The Home Show Perth: 21-23 June Melbourne: 23-25 August
Brisbane: 27-29 September Sydney: 18-20 October